Anke Sentko, vice president regulatory affairs and nutrition communication at BENEO, told Dairy Reporter about some of the latest studies on healthy ageing, as well as ingredients dairy companies can use to meet some of these needs.

How has the consumer view of ‘healthy ageing’ shifted over time?

Health concerns have shifted over the past decade quite significantly. A consumer survey by market research company HealthFocus International[i]​ showed that the focus was primarily on chronic and acute conditions (such as cancer and heart disease) in 2010, followed by daily problems such as stress and energy levels, with ageing lower down the agenda.

In the latest survey however, concerns about ageing now take priority, demonstrating a shift in focus by consumers to lifestyle and ageing; with ‘maintaining the ability to continue with my normal activities as I age’ now the number one concern across the globe.

Consumers are increasingly adopting a long-term approach to health maintenance, wanting to stay fit, active and independent until as late in life as possible and nutrition has a key role to play in this. While this mindset has been accelerated by the pandemic, it is something that consumers have been placing importance on for many years, with many having a strong desire for control over their personal health.

At the same time, despite commitments to leading a healthier life, the prevalence of lifestyle-related health problems continues to rise, showing that ultimately, many are unable to maintain these improvements in the long-term without a wider infrastructure of support.