Healthy Life Expectancy Should Be Message Of Food/Drink Products Targeting Over-65 Market

The growing global population over age 65 is largely underserved by food and drink products that “reduce the signs of aging” and lengthen healthy life, according to Euromonitor. Products introduced targeting the 577 million people 65 or older address cardiovascular health, bone and joint health, and brain health. Global sales of cardiovascular health products reached $8 billion in 2012, a rise of 34 percent from 2007. Sales of bone health products reached $13.6 billion in 2012, but are likely to fall because Americans are turning away from dairy and juice. “Playing it safe”, bone health products will focus on lower-priced calcium and vitamin D products. Global sales of brain health and memory-positioned products were just $527 million in 2012.