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Globally, the fastest-growing consumer age-group demands quality, is brand loyal and has increasingly high spending power. One-third of seniors—consumers aged 60 and over—actively look for products and services that help them live a healthy lifestyle, such as vitamins, dietary supplements, and functional foods and beverages offering ingredients like omega-3s, calcium and fiber. Highlighting a product's nutritional attributes registers well with seniors, whether it's the presence of antioxidants or the absence of fat or lactose. Packaging also resonates with older consumers, from ease of opening, container shape, weight and labeling, to packages facilitating longer shelf life.

  • More than half of seniors surveyed use food and/or drinks in an effort to improve their health.
  • Product messaging should convey high quality and be "ageless" rather than age-targeted.
  • Packages for seniors must be easy to open, easy to read, and demonstrate alignment with health aims.