Fonterra Research Reveals Changing Health Concerns For Over 50’s

Mobility and muscle strength were seen by respondents to have the highest impact on physical health. While decline in suppleness, stamina and physical strength were cited as the top three changes noticed in health over the past five years, ahead of weight increases and ability to sleep.

2 Oct 2012 --- Global consumer research by Fonterra Nutrition has revealed that 53% of healthy agers believe mobility, muscle strength and the ability to stay active have a higher impact on their physical health than cardiovascular health – despite 34% of respondents currently suffering from cardiovascular issues.

Fonterra’s research was carried out in 2011 across six countries, and interviewed over 3,700 adults aged between 50-75 years. Findings will be publicly presented for the first time at the 2nd international Healthy Ageing Conference on 15th/16th November 2012 in Frankfurt, Germany.

Mobility and muscle strength were seen by respondents to have the highest impact on physical health. While decline in suppleness, stamina and physical strength were cited as the top three changes noticed in health over the past five years, ahead of weight increases and ability to sleep.

Far from being stuck in their ways, the research also shows that healthy agers are already making changes in order to maintain active lifestyles and prevent future decline, with 77% making changes to diet and 57% doing more physical activity.

“These findings show us that most of the assumptions around the needs of ageing consumers are out of date,” says Brian Watson, General Manager of the Mobility Nutrition Platform for Fonterra.

“It’s clear that we’re no longer dealing with people who are ready to wind down and watch the world go by. They want to live full and active lives, and are willing to make changes that will help them achieve this,” he says.

Fonterra’s research has also revealed differences between regional markets, which could provide clues to success for manufacturers looking to target healthy agers.

“We are seeing subtle differences between markets in consumer profiles and needs. In the USA the ability to stay active has the biggest impact on perceived health, but in Japan bone health is perceived to have a greater influence. There are also differing levels in preparedness to change, which could be crucial for manufacturers looking to establish test markets for new products,” says Watson.

Fonterra Nutrition’s research will form part of a dedicated Innovation & Research Session on ‘Actively Ageing’ at the 2012 Healthy Ageing Conference. Speakers include Brian Watson, Prof. David Cameron-Smith of the Liggings Institute (University of Auckland) and Dr Nick Robinson from the Fonterra Research & Development Centre.

Fonterra’s research was carried out with 3,712 males and females aged 50-75 years in the USA, Australia, Germany, France, Japan and tier one cities in China. The sample size excluded those living in nursing homes, assisted living or other continuous care facilities, and those in poor health.