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Blog
Clarity and customization in elderly nutrition
Sep 02, 2020
The Global medical nutrition market is estimated to grow to more than US$52 billion by 2022. Infant nutrition accounts for the largest share, at an estimated 45%1. But with rapidly ageing populations, the elderly nutrition category is expected to boom. In Malaysia, an estimated 15% of the population will be 65 and older within the decade2. For Consumer Health companies there is an opportunity.
New product launches go through a journey of idea screening, concept creation, and product claim development. For successful innovative launches, this begins with unique positioning which must resonate with key stakeholders, elderly nutrition products are no different.
Elderly populations have highly specific needs and common co-morbidities related to ageing and chronic diseases, such as diabetes and heart conditions. However, as with other consumer groups, different segments, ethnic groups will have their own preference in terms of taste, ingredients, nutrient density and health benefits. Creating a customized product should cater for both need and preference -one size doesn’t fit all.
Elderly patients, and their carers, have strong ties with the healthcare system. Elderly nutrition products, perhaps more so than other nutrition products, need to be validated with healthcare professionals —who play an important role in recommending these products. Products backed by strong clinical and scientific evidence are more likely to achieve consensus and recommendations. Demonstrating safety in the target population, given other co-morbidities, is essential.
However, the challenge has always been to understand where exactly the unmet need is and how to create clarity. Henry Ford said, “If I had asked people what they wanted, they would have said faster horses”. For example, take a similarly complicated diabetes consumer/patient group. Using customise consumer research and analysis via social media intelligence, we found 16% were about diabetes related nutrition and diet3. Patients paid close attention to their daily diet, dietary restrictions and nutrition supplements to be able to manage their condition without need for prescription-based medications and insulin injections. For the Consumer Health company, using these conversations cut through uncertainty and ambiguity. The detailed insights on consumer concerns and focus, enabled them to explore new concepts for diabetes nutrition formula, as well as develop relevant marketing messages. In turn these were tested via a customised consumer survey with different stakeholder groups. Similar studies could be leveraged for adult nutrition to unveil elderly consumers’ unmet needs regarding complex nutrition needs.
Elderly nutrition has huge potential. Unearthing consumer need and connecting these to validated healthcare outcomes is essential to drive recommendation and product uptake.
For more information, please feel free to contact us.
References
1Medical Nutrition, A Global Market Overview, Business Wire (2018)2Malaysian Department of Statistics
3IQVIA Social Media Intelligence, Jul 2018- Jun 2020(n=100, 000 conversations)