New research from the Healthy Marketing Team sheds light on some differences in attitudes towards ageing around the world.
In Asia, apparently, respect for older people is such that they accept food and drink product messages with targeted functionality.
They have less access to healthcare and are more concerned about affordability.
In Europe, however, greater age is not an attribute. Older people are sceptical about identifying with targeted products and their claims.
They are more interested in premium natural nutrition with an eye to sustainability.
“European healthy agers are starting to look more like millennials.”