The decade of the 2020s—stretching from 2021 to 2030—was named “The Decade of Healthy Aging” by the United Nations. The UN’s partner, the World Health Organization, noted “’The Decade of Healthy Aging’ is the main strategy to achieve and support actions to build a society for all ages with the vision of promoting a world in which everyone can live a long and healthy life.”

We are only in the third year of this decade and consumers of all ages already have been impacted by COVID-19 pandemic, economic instability, political crises, and war. For its part, Innova Market Insights tracks both consumer trends and product innovation and this helps us integrate consumer perspectives into our analysis of the food and beverage marketplace. We see distinct generational differences that impact the development of new food and beverage products with aging-related features.

Healthy aging matters to consumers

Healthy aging could be defined as staying active and in good health—both physically and mentally—while getting older. Overall, three-quarters of consumers we survey report that healthy aging is “very” or “extremely important” to them. Furthermore, nearly one-third of respondents to our 2023 Trends Survey said they started to take active steps toward healthy aging, starting at age of 30.

Aging adults seek a healthier lifestyle in order to feel well, age well and address physical health. When we surveyed consumers about healthy lifestyle factors supporting holistic health, they cited nutritious diet, regular exercise, mental health and stimulation. Physical activity is the top focus for healthy aging for all generations. The influence of other factors—including appearance, family and friends, fitness, relationships, and several others—lessens as consumers move through adulthood.

Priorities change with age

“Generational Push” was Innova’s No. 3 “Top 10 Trend” for 2023. It acknowledges that different age groups have different needs and demands. When we asked participants in our 2023 Trends Survey about which aspects of healthy aging are most important to them, Generation X respondents—that is, those born between 1965 and 1980—over-indexed about “keeping an active mind” and “protecting physical wellbeing.” Similarly, Baby Boomers over-indexed about “keeping an active mind.” They also prioritized “staying active physically” over “protecting physical wellbeing.”

We also found that affordability is more important to Gen X and Boomers than to Millennials and Gen Z. This substantiates our conclusion that older generations retain a more practical approach while younger generations place more value on experiences.

This generational difference involving “experiential versus practical” repeats when we look at food and beverage features. Younger consumers over-index for their interest in taste factors while older consumers are more likely to favor quality, price, traditional tastes, and sourcing. Interest in locally made products increases with age and peaks among Boomers. Interest also rose among Boomer respondents during the prior 12-month period.

We also observed that more mature consumers over-index for their interest in homemade and handmade products. Although flavor “experiences” are less important in older age groups, Gen X and Boomers show above-average interest in traditional and nostalgic tastes. Branding and image are more important to younger consumers, with inflated interest in both “cool” and ethically aware brands.

It’s clear that consumers look to foods and beverages for positive health benefits. Shoppers of all ages are interested in improved immunity, gut health, heart health, and improved sleep. Older consumers are increasingly more likely to purchase products for digestive health, bone and joint health—as well as for overall aging. As they age, they’re trying to reduce sugar and salt consumption and are more apt to define a healthy diet as one that reduces sugar, fat and salt.

Interestingly, the greatest age-related trajectory, however, involves that percentage of consumers who did not change their diet. Innova survey data show this rising from under 15% up to age 35 to nearly 30% of those 55+. A growing percentage, up to 38% of the oldest cohort, also say that they don’t purchase food or beverage for health benefits. One possible explanation is that older adults may be taking prescription medications to manage their health rather than attempting to improve their diet.

We wondered whether consideration of health benefits also applies to consumer selection of snack foods. In our Health & Nutrition Survey 2022, older consumers attached greater importance to nutrition features in snacks such as reduced sugar, calories, fat, and salt, fiber, and clean ingredients with nothing artificial.

Consumer feedback drives of product development so we asked consumers which aspects they think should drive the development of new products. Top responses of Gen X and Boomer respondents include health benefits, affordability, naturalness, environmental factors, and flavor.

Foods with aging-related claims expand

Food and beverage launches with an anti-aging or aging well claim are relatively uncommon in North America because of restrictions on health claims. However, they do appear on products in other parts of the world.

Looking at global launches of functional foods and beverages with “aging well” claims, we see a 14% compound annual growth rate during the past five years (CAGR, 2018-2022). This aligns with our observations regarding consumer interest in healthy aging. In the US, the food-as-medicine movement is gaining traction, particularly as part of government health goals. We see steady activity with consumers seeking ready meals and meal components tailored to individual health concerns.

The aftermath of the COVID-19 pandemic continues to impact product launch trends. Top aging-related claims on food products are led by immune health, followed by digestive/gut health, heart health, and bone health. More specifically, launches with an immune health claim are growing post-pandemic, with a compound annual growth rate of more than 20% between the first quarter of 2019 and the first quarter of 2022. Also increasing are products with sleep and bone health claims.

Although growth has slowed in claims regarding other aspects of health, the movement toward personalized nutrition may invigorate an expanded selection of health features. For example, a growing body of research points to the gut microbiome as the pathway to both good health and chronic illness. Product innovation could evolve toward fine-tuning of probiotic strains and symbiotic relationships involving probiotics, prebiotics, and postbiotics that target specific aging-related health conditions.

Several events may usher in greater front-of-pack claims in a reductionist approach to negative nutrients and ingredients—namely sodium, sugar, and fat. The FDA recently changed standards of identity for dozens of foods to permit inclusion of salt substitutes. FDA also will be issuing a new definition for “healthy” that may encompass salt, sugar, and fat content.

The introduction of a front-of-pack scoring system also will put pressure on manufacturers to improve product nutrition in areas aligned with healthy aging. This would include labeling of more favorable nutrition numbers related to sodium and added sugar. Research continues to support the deleterious effects of a high sodium diet on health, so expect to see a broadening range of low-sodium products positioned for consumers of all ages.

Product innovation for consumers of all ages

Consumer research shows how different generations vary by their interests and purchase driving motivations. However, some of these factors can complement each other and offer potential for products with multi-generational appeal.

For example, more mature consumers are drawn to tradition, while younger Millennials are particularly inspired to shop along ethical lines. These two ideas can be a good fit with a back-to-the-basics approach covering both bases. Furthermore, if an exciting taste experience can be included as well, this would draw in Generation Z consumers and meet the needs of all age groups.

Additional Innova Top 10 Trends for 2023 can further guide innovation. With “Redefining Value” as the top Innova Market Insights trend for 2023, we see consumers seeking affordably priced products positioned for a lifetime of good health.

Of course, health priorities change as consumers move through their adult years. Even so, they will continue to seek products positioned to their specific health needs while those products also fit the framework of a healthy diet and food budget. This aligns with another one of Innova’s Top Trends for 2023: “Affordable Nutrition.”

Innova’s No. 9 trend, “Unpuzzle Health,” points toward the need for simple communication backed by trusted certification to reinforce health messages, especially when matched by consumer experience. Manufacturers can help consumers to navigate their individual choices by providing clear language and explanations that reinforce consumer trust.

Manufacturers have the opportunity to innovate in ingredients that are associated with specific, as well as holistic, health benefits for consumers of varied and all ages, and to assemble combinations of ingredients that address interest in strategies around healthy aging.

Lu Ann Williams is Global Insights Director at Innova Market Insights, provider of market research services including the Innova Database. With more than 25 years’ experience in the food industry, Lu Ann is a trend expert and frequent public speaker at events worldwide. She leads a team of analysts and works with global clients. Contact her at luann.williams@innovami.com.