Arla targets active seniors25 Mar 2015
Arla Foods Ingredients has launched Nutrilac Ageless, a new whey protein + calcium ingredient that it says will enable dairy companies to create yoghurts and desserts for active seniors who reject the idea that they are ‘old’. This year, Europe will have twice as many consumers aged 55 to 74 than young people aged 15 […]
Arla Foods Ingredients has launched Nutrilac Ageless, a new whey protein + calcium ingredient that it says will enable dairy companies to create yoghurts and desserts for active seniors who reject the idea that they are ‘old’.
This year, Europe will have twice as many consumers aged 55 to 74 than young people aged 15 to 24 – a trend that is mirrored elsewhere in the world – highlighting the growing importance of this demographic group to food manufacturers, Arla notes, claiming that older people tend to be more focused on maintaining good health than younger shoppers, and thus presenting an opportunity for dairy companies to develop products that help them live their lives to the full.
Nutrilac Ageless is said to tap into this opportunity by offering an ingredient concept that makes it easy for dairy companies to produce 100% natural whey protein and calcium-rich stirred yoghurts and fermented desserts that will appeal to older consumers. Significantly, shoppers aged 50 to 64 spend 50% more on food and drink than the under 30s, highlighting the strong commercial potential that older people represent.
“For millions of older people today, age is just a number,” said Kasia Kandulski Lindegaard, Marketing & Business Development Manager at Arla Foods Ingredients. “They don’t consider themselves to be ‘old’ and see no reason why they can’t continue to live a full and active life. However, they also understand that they are not as young as they were, and that they need to ensure they eat well to stay fit and healthy.”
“Nutrilac Ageless gives dairy companies the key to this profitable market. Research shows that 81% of consumers understand the value of protein in their diet, and awareness of the importance of calcium to maintain healthy bones is also very high. This means manufacturers will already be pushing at an open door when they market high protein and calcium products based on Nutrilac Ageless.”
The secret to success, said Lindegarrd, is to create products that don’t make senior consumers feel like they are elderly.
“Older consumers value highly nutritious products in small portion sizes, because they tend to eat smaller portions and less often than younger people. However, it’s important not to overplay that a product is aimed at seniors. Instead, dairy companies should focus on the benefits of the product which, in the case of Nutrilac Ageless, will really resonate with shoppers of advancing years because it offers them more of the key nutrients they really need in a product type and format they already enjoy eating.”