Ageing populations are growing faster than any other demographic, creating a big and growing opportunity for food and beverage makers. Cater to these consumers, and brands can tap into a currently underserved demographic.
It’s an exciting prospect, expected to yield big returns. The elderly nutrition market is expected to reach $43.1bn (€36.7bn) by 2032.
For Nestlé, “healthy longevity” is a strategic growth area. And for proof, one need look no further than the Swiss multinational’s first ever drink line designed specifically to align with the growing trend. The healthy longevity segment is experiencing “particularly robust growth”, says Serena Aboutboul, head of Nestlé’s nutrition business.
The company is responding with its line of Nestlé Vital nutritional drinks that aim to support physical and cognitive health from midlife onwards.
Which ingredients fit the “healthy longevity” brief?
Nestlé is rolling out two new products, available in four varieties: strawberry, vanilla, chocolate, and unflavoured. Morning Routine is aimed at boosting energy and focus, while Evening Routine is centred around combatting fatigue and supporting sleep.
Each product includes 21 vitamins and minerals, as well as 23g of protein and 6g of fibre. But aside from that, there are major differences.
Morning Routine incorporates a blend of nutrients, such as taurine, magnesium, and vitamins B6, B9 and B12 to support focus and concentration, whereas vitamins B2, B3, B6, B12 and iron are known to contribute to normal energy metabolism. The inclusion of 23g of protein aims to contribute to muscle mass growth, and calcium, magnesium and vitamin D are known to aid normal muscle function. Protein comes from soy, skim milk and whey.
Evening Routine, on the other hand, aims to improve sleep quality with a combination of skim milk and its tryptophan content, along with magnesium and inositol. Like the Morning Routine product, Evening Routine contains 23g of protein to contribute to the maintenance of muscle mass. And healthy skin is targeted with the inclusion of collagen, as well as vitamins A, B2, and zinc. Protein comes from skimmed milk, soy, collagen and whey.
Who is Nestlé targeting with its Vital launch?
The new line is aimed at men and women in midlife and beyond, who want to age well and maintain their health, a Nestlé spokesperson explains. One Vital shake (40g) contains 143 kcal, making it an “easy and low-calorie option” – although mixing it with anything other than water will obviously increase overall energy intake.
According to the spokesperson, alternatives to water could include skimmed or plant-based milk, yoghurt, or it can even be used in baked goods. The idea is that specific nutritional needs associated with ageing can be complemented in the daily diet, in a simple way.
This is helped by Nestlé’s proprietary protein technology and clinically-proven bioactives, which aim to help people from midlife onwards who want to start “ageing smarter”.
First stop Latin America, then Europe and Asia
Nestlé will first launch its Vital range in Latin America this year, before expanding into Europe and Asia. Brazil in particular is a great place to launch for several reasons, the spokesperson explains. “It’s a large market with vast potential where Nestlé has a very strong presence and capabilities.
“Furthermore, some 50% of the population as a whole is over 35 years of age and consumers are increasingly proactive about their health and wellbeing.”
Brazil has a diverse consumer base and a strong openness to nutritional innovation, we’re told. It’s considered an “ideal environment” to introduce and scale health‑focused offerings like Nestlé Vital.
And more healthy‑ageing products are expected to follow, with the multinational developing a broader “Smart Ageing” programme to support ageing well. Vital is the first innovation in that pipeline, but others are already underway.
Want to learn more about healthy ageing?
Don’t miss our Positive Nutrition session dedicated to Healthy Ageing: Nutrition for Longevity and Vitality – broadcast 13 May.
