Healthy ageing is a broad concept, long associated with maintaining mental and physical faculties well into the advanced years. This can include cognitive and heart health, eyesight, and circulation.1
Of course, healthy ageing also includes fit and active seniors for whom muscle, bone, and joint maintenance is key to encouraging mobility.
Crucially, however, this is not restricted to the older consumer. Research conducted by the Natural Marketing Institute (NMI) suggests that an almost equal percentage of millennials (37%) and baby boomers (38%) are likely to be interested in joint health.2
The key differentiation here is the aspect of bone and joint health that certain demographics are focusing on.
While those aged 50 to 65 are concerned with maintaining flexibility, over-65s are likely to prioritise reducing joint pain and improving mobility.
Meanwhile, gen Z consumers, perhaps armed with more information than previous generations, seek solutions that support active lifestyles, where high-intensity workouts and achieving personal bests are common fitness goals.
Long-term considerations are at play here.
Consumers are now taking a more proactive approach towards health maintenance at an earlier stage in life, optimising their health potential until as late in life as possible, according to a survey by FMCG Gurus.3
