'Stay active in old age' - dairy targets the elderly

20-May-2015 - Last updated on 21-May-2015 at 07:38 GMT

Food firms are 'wishing up' to the cash rich ageing consumer market

Arla Foods Ingredients has responded to a rise in elderly consumers in Europe by launching its Nutrilac Ageless whey protein and calcium ingredient, to boost protein content in yogurts and desserts.

Protein content was recently claimed to be the ‘most trusted’ nutrient by consumers taking part in a Mintel survey.

This year, Europe will have twice as many consumers aged between 55–74, than young people aged between 15–24.

Need for tailored products

This highlights the need for more products tailored to the elderly, Kasia Kandulski Lindegaard, marketing and business development manager at Arla Foods Ingredients, says.

Older people were more focused on maintaining good health than the younger generation, which presents an opportunity for dairy firms to develop products that help them live fuller lives, she adds.

Trend

The product taps into the trend by offering an ingredient concept that makes it easy for dairy companies to produce 100% natural whey protein and calcium-rich stirred yogurts, as well as fermented desserts, that will appeal to older consumers, Lindegaard explains.

Older shoppers also spent up to 50% more on food and drink than shoppers aged between 15 and 24, Lindegaard adds.