How age demographics shape demand for healthy foods

A report detailing the ways in which health concerns drives consumer purchases has been released by food additive company Kerry.

The report shows that consumers of all ages are interested in foods with health benefits and the ways that different demographics have specific product desires for their health.

The needs of three different groups are examined within the report. The first group, millennials, represent the parents of around half of all children in the US alone. Millennials are likely to heavily research preceding any purchases that they make so they are fairly informed about what they are consuming.

The second group covered is that of young actives, or those in generation Z and younger millennials, who focus highly on athletic performance, education and work. These people take a holistic approach to wellness and care about issues such as improved levels of sleep.

Finally, older adults, or those into their 40s and 50s, place a greater level of emphasis on physical and cognitive health.

With each demographic having their own requirements and their own interests, it is important for food manufactures to cater their products to different groups.

“Across all age ranges, consumers are now looking for functional benefits from their favourite food and beverages,” said John Quilter, Kerry’s VP of ProActive Health.

“However, it’s also true that different groups often have different needs, so an understanding of the importance of demographic factors like age and activity level can help manufacturers create on-trend products.

“For example, manufacturers should use functional ingredients that are supported by research as well as appealing to children’s tastes to win over millennial parents.”

Image credit: ©stock.adobe.com/au/Volodymyr