How brands could play a role in Gen X’s journey to a healthy lifestyle

The older generation is focusing on achieving an extended health span.

Brands could support members of Generation X or those born between 1965 and 1979 to transition to older adulthood stages by educating them about various ways to lead a healthy lifestyle, according to a report by Mintel.

The report found that the ageing population is prioritising consumption that will extend their lifespan.

For example, in line with the “menopausal revolution,” brands can provide these consumers with nutritional, physical, mental and emotional health needs and other product formulations to address issues such as cardiovascular health, brain health and stress.

“In the future, while brands need to understand and focus on the needs of Millennials and the increasingly powerful Generation Z (born between around 1995 and 2012), it’s also crucial that they focus on the evolving needs of consumers aged 40 and over, who account for the most significant share of food and drink spend in many markets around the world,” the report read.

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“Food and drink brands can help promote healthy ageing by ensuring nutrient-rich food and drink are affordable, accessible and convenient for all ‘active agers’. Brands can support the diverse lifestyles of consumers aged 40 and over by offering appropriate, balanced nutrition that caters to individual needs,” it added.

In China, Nestle China offered Yi Yang Milk Powder for middle-aged and senior groups that will provide at least 67.5% of the required daily calcium intake of adults aged over 45 years old for every two cups of drink daily.

UK retailer Holland & Barrett also offers personalised advice from a trained menopause advisor for free for those experiencing perimenopause and menopause symptoms.

Overall, Mintel said brands can provide the older generation with products that will address health, propel fitness routines and maintain healthy sleep patterns. Brands can also ease their feelings of loneliness by offering in-person and virtual communities.

“Brands must adjust their marketing strategy for products aimed at older consumers when adult children are the decision-makers for their ageing parents,” it added.