Fonterra Research: European Agers Apathetic to Health Issues

23 May 2013 --- Global consumer research by Fonterra has revealed that European agers are among the most apathetic in the world when it comes to addressing their own health issues; a fact that raises challenges for manufacturers looking to target this lucrative sector with health propositions.

Fonterra interviewed over 3,700 adults aged between 50-75 years - including 613 in Germany and 599 in France. The research revealed that one in four European agers chooses to ignore their health issues; but for every apathetic ager, there are two willing to take control and make changes to their lifestyle to achieve health benefits.

Dr. Lesley Stevenson, Fonterra’s Nutrition Science Manager said that the results gained highlight some key challenges for manufacturers, but that there are rich pickings to be had for brands that take time to understand the audience, develop the right propositions, and invest in educating target consumers.

“There is growing scientific evidence supporting the role of protein and in particular dairy protein to aid healthy ageing. However, our research shows that French and German consumers are less likely to actively look for higher protein products, so high protein claims are not enough to persuade agers to purchase,” she said.

Fonterra is using its research to inform development of dairy protein ingredients designed to meet the specific needs of the ageing population; and work with manufacturers to develop product formats and brand concepts that resonate with healthy agers.

“Through our consumer market and insights work, we know that this is an audience that has very strong opinions and preferences. They respond to unique drivers, so these have to be fully understood in order to achieve success,” said Dr. Stevenson.

The research also highlighted the importance of engaging French and German agers and educating them on the potential health benefits of core nutrients such as protein.

“These consumers have a lower appetite for seeking out information compared to other global markets,” said Dr. Stevenson. “To succeed, brands have to help agers to connect diet and exercise with health outcomes they can feel such as mobility, muscle strength and the ability to stay active.”

Fonterra has identified a group of consumers it calls ‘Active Seekers’; described as highly driven to make diet and lifestyle changes for health benefits, and likely to be the early adopters of any new solutions.

“Within Europe, we found that in France ‘Active Seekers’ account for just eight percent of the healthy ageing market, compared to 11 percent in Germany and 16 percent in the USA and Australia. However, France has more ‘Health Seekers’ than most other markets. They are early followers, willing to make some sacrifices for health benefits, as long as it leaves room for taste & occasional treats. This means that with the right proposition Health Seekers could be a very lucrative opportunity,” said Dr. Stevenson.