Marketing products to an ageing population By 2050, around 30% of the European population is estimated to be 65 and older. This is opposed to 17% in 2013. The elderly are an important market for natural healthcare manufacturers. They use more self-care products than younger people and are increasingly interested in natural healthcare options. European manufacturers are specifically targeting the ageing European population. They also differentiate their marketing to specific age groups or segments within the older population, for example menopausal women and people over 70. An ageing population also has specific health needs. Most importantly, an older population has much higher risks of joint health issues, especially since the European population is increasingly overweight and inactive. Around 22% of Europe’s population is reported to be under long-term treatment for troubles with muscles, bones and joints, such as rheumatoid and arthritis. Demand for joint health products increases, especially for natural products. Consumers are looking for products they can use regularly on a long-term basis and perceive fewer side-effects of natural products compared to conventional medicines. Ingredients include frankincense, turmeric and capsicum.
Marketing products to an ageing population
ReplyDeleteBy 2050, around 30% of the European population is estimated to be 65 and older. This is opposed
to 17% in 2013. The elderly are an important market for natural healthcare manufacturers. They
use more self-care products than younger people and are increasingly interested in natural healthcare options.
European manufacturers are specifically targeting the ageing European population. They also
differentiate their marketing to specific age groups or segments within the older population, for
example menopausal women and people over 70.
An ageing population also has specific health needs. Most importantly, an older population has
much higher risks of joint health issues, especially since the European population is increasingly
overweight and inactive. Around 22% of Europe’s population is reported to be under long-term
treatment for troubles with muscles, bones and joints, such as rheumatoid and arthritis.
Demand for joint health products increases, especially for natural products. Consumers are looking
for products they can use regularly on a long-term basis and perceive fewer side-effects of natural
products compared to conventional medicines. Ingredients include frankincense, turmeric and
capsicum.