To look at diet and exercise product marketing is to see an endless parade of items designed to live well, look good — and hold onto youth. But with more Baby Boomers than ever engaged in maintaining a healthy lifestyle and not looking to turn back the clock, savvy marketers are turning their attention toward “active aging,” and how to get their goods in front of this well-informed and well-heeled audience.
A recent column by Food Technology magazine’s Linda Milo Ohr took a look at healthy aging, which the Merck Manual summed up as the postponement of or reduction in the undesired effects of aging. Rather than covering up age, products that promote a healthier, longer life in a positive way are what Baby Boomers seek now, says Niki Carnell, category strategy manager, supplements, at Glanbia Nutritionals, who lent her expertise to the piece.
