Healthy ageing
And healthier seniors in the longevity era.
A portrait of the Silver Generation
The concept of “Active Ageing” encourages older adults to stay physically, socially, and mentally engaged—an approach closely linked to improved quality of life. This mindset is being embraced by a growing number of older consumers worldwide. The Silver Generation, referring to this expanding demographic, is set to play an increasingly influential role in the marketplace. According to Mintel, older consumers will command a greater share of global income, wealth, and spending in the coming years.
The rise of longevity as both a cultural movement and demographic reality is driving demand for functional products tailored to the 60+ age group. This segment has nearly doubled its share of the global population, growing from 5.5% in 1974 to 10.3% in 2024. Europe reflects this trend as well, with 21.3% of its population now over the age of 65.
Functional ingredients and flavours adapted to the Silver Generation
So, how can brands appeal to the Silver Generation and meet their dietary needs? To meet these needs WHO recommends an intake of nutrients such as protein, calcium, iron, magnesium, and a wide range of vitamins. These support muscle maintenance, bone health, immune function, and overall well-being in older adults.
To respond to this demand, there are already several examples of new product development targeting older consumers. Nestlé has launched Boost Optimum, a nutritional shot containing a mix of protein, vitamins, and probiotics. In the UK, Grandbar snacks offer high-calorie, nutritious, and easy-to-eat cake bars for the elderly. Ritual has introduced Essential Protein Daily Shake 50+, a plant-based protein powder developed for consumers aged 50 and above.
Over 55s will account for
%
Of 18+ adults in North America and Europe
%
Of global spend in 2024
By 2050, it is forecast that
will become the global average
%
of an average of global 55+ years agree that how well you age is based mostly on the way you live (eg staying fit, proper nutrition)*
Mintel I Age is just a number: how food can fuel the longevity economy
Mintel : Age is just a number: Bolster Baby Boomers with functional food and drink
Eurostat I Population structure and ageing EU
Vitafoods I Key insights for market advantage
Healthy dieting intentions peak among 'at-risk' over-60s
Top 15 functional claims
Ingredients
Different formats such as powders, sticks, shakes, bars, and other functional options are commonly used in products designed for older adults. These formats reflect the shared health priorities of this demographic and are chosen for their convenience, ease of use, and ability to deliver targeted nutrition. As nutritional needs evolve with age, such formats help ensure accessibility and support daily wellness routines.
Silver Gen. Flavours
Flavours to delight the refined palate and preferences of older consumers
