Promoting ‘well-ageing’ vs ‘anti-ageing’ for consumers aged 55 and over

In current occasions, the societal perspective on ageing has advanced considerably, shifting away from the concept of battling in opposition to the pure means of rising older. As a substitute, there’s a rising emphasis on embracing and appreciating all phases of life, together with ageing. 

Thailand, like many different nations, is experiencing a noticeable demographic shift, with extra people reaching center age and past. This altering inhabitants dynamic provides vital market potential for numerous industries.

From 2004-2023, there was a decline in searches for “anti-ageing” messages on Google, whereas searches associated to “wholesome,” “optimistic,” and “well-ageing” have remained comparatively secure. Within the Asia-Pacific (APAC) area, Singapore, Hong Kong, and the Philippines lead in searches for “well-ageing” messages, adopted carefully by Thailand. Though 7 in 10 Thai shoppers aged 55 and over are content material with their look, the rest specific neutrality about their seems to be.

Knowledge from Mintel GNPD reveals a rise in product launches in North America that promote well-ageing, signalling a shift in how manufacturers method the ageing course of. Manufacturers within the APAC area can capitalize on this development to fulfill the rising demand for well-ageing merchandise and messages.

It’s necessary to notice that ‘well-ageing’ encompasses extra than simply outward look and wholesome consuming. It’s about main a wholesome life and nurturing total well-being as people age.

Manufacturers concentrating on older shoppers can profit from incorporating older people into their promoting campaigns. Practically six in ten Thais over the age of 55 imagine that there must be extra actors and actresses of their age in commercials. This not solely promotes inclusivity and variety but additionally sends a robust message that folks of all ages are valued and deserve illustration in media and promoting.

This method aligns with the Mintel Pattern Serving the Underserved which highlights the rising voice of shoppers who’ve traditionally been underrepresented.

An instance of difficult the stereotype about ageing is the “Grandmothers of Purpose” (Avós da Razão in Portuguese) channel on YouTube. It options partaking discussions on numerous matters led by three girls aged 60 and above. Via their informal and pleasant dialogues, the channel goals to showcase that the ageing course of could be fulfilling and vastly totally different from widespread misconceptions.

‘Grandmothers of Purpose‘; YouTube

Mintel’s analysis signifies that magnificence has turn into much less necessary to elder shoppers, notably Technology X and above. They now place a better worth on total well being. This demographic group is extra eager about health-related advantages and is cautious about ingesting extra nutritional vitamins and minerals.

To successfully interact these older shoppers, manufacturers ought to shift their focus from advertising and marketing outer attractiveness alone to emphasizing the well being advantages that contribute to well-being from the within. On condition that 74% of this client section modify their diets with the purpose of extending their lifespan, meals and wonder manufacturers have a possibility to emphasise optimistic ageing messages that embrace the idea of being ‘ageless’ whereas addressing the wants of wholesome ageing.

For example, merchandise like Bettamilk Goat Milk, described as simply digestible actual entire goat milk with potential advantages for magnificence, well being, and longevity, can enchantment to this demographic.

Bettamilk Goat Milk (Russia); Mintel GNPD

Manufacturers can additional improve their method by avoiding the time period ‘anti-ageing’ and, as an alternative, label their merchandise with particular age ranges, corresponding to ‘appropriate for ladies aged 55+’ or ‘designed for males aged 65+’. This method promotes optimistic ageing, fosters inclusivity, and avoids perpetuating ageism or inflicting offence in relation to the ageing course of.

For example, Blackmore’s Multivitamin Nutri 50+ clearly signifies on the packaging the demographic it’s catering to.

Blackmore’s Multivitamin for 50+; Bekindpharmacy

The panorama of ageing is evolving in direction of a extra optimistic and inclusive perspective. This shift presents alternatives for manufacturers to cater to the needs and desires of ageing shoppers who’re embracing ‘well-ageing’ and in search of merchandise and messages that help their holistic well-being. Moreover, by selling inclusivity and difficult stereotypes, manufacturers can construct stronger connections with this necessary demographic.

In case you are eager about studying extra about this matter, please go to the Mintel Retailer or contact us immediately.