m Canadean has found that manufacturers need to develop functional dairy products in order to meet the needs of the aging population.The report highlighted that as consumers aged over 55 make up around a fifth of dairy consumption in the US, (representing approximately $8.7 billion) manufacturers need to focus on developing products that not only address nutritional needs, but are also positioned in a “sensitive way” with easy-to-open packaging.
Catherine O’Connor, senior analyst at Canadean says that older consumers are looking for dairy products that contain calcium to help maximise healthy bone strength, as well as riboflavin to maintain good nerve function.
“Bone health is a fundamental need here,” says O’Connor. “Products that are enriched with extra calcium to help with tooth-retention and prevent from osteoporosis will prove particularly popular. There will also be increasing demand for products containing omega 3 and DHA to maintain brain health.”
O’Connor says that marketers need to take a sensitive approach in regards to product positioning. She suggests that dairy food should carry both a preventative and therapeutic message to target healthy consumers and meet the needs of those already suffering from issues such as bone decay.
“Manufacturers should communicate the health benefits of products by centring campaigns around keeping active and health maintenance, rather than focusing on older consumers’ vulnerabilities” she says.
In addition, O’Connor says that lightweight, easy-to-open packaging are key requirements for older consumers, particularly for those with declining wrist strength or a decreased ability to carry heavier items.
“Packaging manufacturers should innovate with seals that increase shelf life in order to require fewer shopping trips for those who find getting about difficult.”
The report titled ‘Understanding consumer trends and drivers of behaviour in the US dairy market”, was developed from consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in consumer markets.
