In latest instances, the societal perspective on ageing has advanced considerably, shifting away from the thought of battling towards the pure technique of rising older. As a substitute, there’s a rising emphasis on embracing and appreciating all levels of life, together with ageing.
Thailand, like many different nations, is experiencing a noticeable demographic shift, with extra people reaching center age and past. This altering inhabitants dynamic presents vital market potential for varied industries.
From 2004-2023, there was a decline in searches for “anti-ageing” messages on Google, whereas searches associated to “wholesome,” “optimistic,” and “well-ageing” have remained comparatively secure. Within the Asia-Pacific (APAC) area, Singapore, Hong Kong, and the Philippines lead in searches for “well-ageing” messages, adopted carefully by Thailand. Though 7 in 10 Thai customers aged 55 and over are content material with their look, the rest specific neutrality about their appears to be like.
Information from Mintel GNPD reveals a rise in product launches in North America that promote well-ageing, signalling a shift in how manufacturers strategy the ageing course of. Manufacturers within the APAC area can capitalize on this pattern to fulfill the rising demand for well-ageing merchandise and messages.
It’s vital to notice that ‘well-ageing’ encompasses extra than simply outward look and wholesome consuming. It’s about main a wholesome life and nurturing general well-being as people age.
Stronger illustration in media and promoting
Manufacturers concentrating on older customers can profit from incorporating older people into their promoting campaigns. Almost six in ten Thais over the age of 55 imagine that there needs to be extra actors and actresses of their age in commercials. This not solely promotes inclusivity and variety but in addition sends a robust message that folks of all ages are valued and deserve illustration in media and promoting.
This strategy aligns with the Mintel Pattern Serving the Underserved which highlights the rising voice of customers who’ve traditionally been underrepresented.
An instance of difficult the stereotype about ageing is the “Grandmothers of Purpose” (Avós da Razão in Portuguese) channel on YouTube. It options participating discussions on varied subjects led by three girls aged 60 and above. By means of their informal and pleasant dialogues, the channel goals to showcase that the ageing course of may be fulfilling and vastly completely different from frequent misconceptions.
‘Grandmothers of Purpose‘; YouTube
Prioritizing well being advantages for wellbeing
Mintel’s analysis signifies that magnificence has change into much less vital to elder customers, significantly Technology X and above. They now place a better worth on general well being. This demographic group is extra eager about health-related advantages and is cautious about ingesting extra nutritional vitamins and minerals.
To successfully have interaction these older customers, manufacturers ought to shift their focus from advertising outer attractiveness alone to emphasizing the well being advantages that contribute to well-being from the within. On condition that 74% of this shopper phase modify their diets with the objective of extending their lifespan, meals and wonder manufacturers have a possibility to emphasise optimistic ageing messages that embrace the idea of being ‘ageless’ whereas addressing the wants of wholesome ageing.
For example, merchandise like Bettamilk Goat Milk, described as simply digestible actual complete goat milk with potential advantages for magnificence, well being, and longevity, can enchantment to this demographic.
Bettamilk Goat Milk (Russia); Mintel GNPD
Easy labelling for particular age teams
Manufacturers can additional improve their strategy by avoiding the time period ‘anti-ageing’ and, as a substitute, label their merchandise with particular age ranges, akin to ‘appropriate for ladies aged 55+’ or ‘designed for males aged 65+’. This strategy promotes optimistic ageing, fosters inclusivity, and avoids perpetuating ageism or inflicting offence in relation to the ageing course of.
For example, Blackmore’s Multivitamin Nutri 50+ clearly signifies on the packaging the demographic it’s catering to.
Blackmore’s Multivitamin for 50+; Bekindpharmacy
What we expect
The panorama of ageing is evolving in the direction of a extra optimistic and inclusive perspective. This shift presents alternatives for manufacturers to cater to the needs and wishes of ageing customers who’re embracing ‘well-ageing’ and in search of merchandise and messages that help their holistic well-being. Moreover, by selling inclusivity and difficult stereotypes, manufacturers can construct stronger connections with this vital demographic.
If you’re eager about studying extra about this subject, please go to the Mintel Retailer or contact us at the moment.
