Memory concerns No. 1 among older consumers

Todd Runestad, Content Director,, Sr. Supplements Editor

August 10, 2010

1 Min Read
Memory concerns No. 1 among older consumers

According to consumer research conducted by IRI as well as Liz Sloane, the health conditions of greatest concern for the over-50 set are:

  • mental

  • cardio

  • cancer

  • bone

  • maintaining normal activity

  • vision

  • arthritis

"Memory is now the No. 1 concern of the older groups," said Sloane. "It's growing the fastest."

She said that while older people are more likely to gravitate to pills than functional foods, you could make inroads with them with foods regarding cholesterol, immunity, digestive health, blood pressure and body-weight maintenance.

"The best-selling products for them say 'clinical strength' or 'expanded effectiveness' or 'doctor recommended,'" said Sloane.

The biggest opportunities? Real energy for real people. "No one has come up with vitality and energy for older people. It's a hole in the market. Energy drinks are really for 18- to 24-year-olds. Older people are just as weary but are not buying energy drinks. What do they like? Supplements. There's a big, big opportunity for a vitality/energy supplement."

For more on condition-specific ingredients, formulations and marketing, see the September issue of Functional Ingredients.

About the Author(s)

Todd Runestad

Content Director,, Sr. Supplements Editor, Natural Products Insider

I've been writing on nutrition science news since 1997. I'm The content director for NaturalProductsInsidercom and digital magazines. Other incarnations: supplements editor for, Delicious Living and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still cover raw material innovations and ingredient science.

Connect with me here

My daily vitamin regime includes a morning smoothie with a range of powders including protein, collagen and spirulina; a quality multi, B complex, C with bioflavonoids, >2,000IU vitamin D, E, magnesium, high-selenium yeast, PQQ, choline, alpha-lipoic acid with carnitine, coQ10, fish oil concentrate, probiotics and some adaptogenic herbs. 

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