According to the International Food Information Council, cardiovascular health and muscle health/mobility rank as top decision drivers of adults over 50 years of age, eclipsing maintaining a healthy weight.
Fully 80% said heart health was very or somewhat important in eating decisions, and 75% said muscle health/mobility were very or somewhat important. Tied for third in the survey were energy and brain function (memory, focus and cognition), at 74%. Weight issues ranked fifth, about the middle of the pack among 11 different choices.
About 86% said they are endeavoring to replace less-healthy foods and beverages with more nutrient-dense options; 87% were trying to eat the correct amount of protein from a variety of sources; and 87% said they were trying to consumer the recommended amounts and a variety of vegetables.
Vegetables top the list of specific foods or components to seek out for all health topics (28%), with protein (18%) and fruit (17%), coming in second and third. Whole grains (5%) and dairy (3%) were less likely to be named as foods that adults seek out. Barriers toward achieving health goals cited by respondents included cost (44%) and time (23%), while key factors helping consumers succeed were knowledge (41%), accessibility (37%) and physical ability (32%).
Lightbulb Moment: Just a reminder that not all health issues hit consumers at the same age. Another facet is that age can affect which health issues are of top concern. And sometimes the health issues that should be of top concern are not even on the consumer’s radar. Boomers, WWII, and the Swing generations (yes there is more than just Boomers to be concerned with) have health priorities that have more urgent concern than younger generations and while these groups like to seek out their own solutions, they also behave collectively, relying on each other for trusted alliances. You need to be seen as a partner, not a savior.