Growth in the market has been steady since 2013, she said at the Foodex show held at Birmingham’s National Exhibition Centre last month, and was predicted to strengthen as the UK’s population aged.
“The number of over 55s is projected to increase by 9% between 2012 and 2017, with that age bracket accounting for 13% of the UK population, making it a promising target market,” said Kuczora.
Healthy ageing consumers were interested in products that centred on their vascular health, immune functions and bone and skeletal health, she added.
By continuing to bring innovative and new products to the market, manufacturers would maintain consumer attention, she said and drew on figures from 2011 that showed more than 8,500 new food and drink products were produced.
“Consumer demands are ever-changing and you won’t sell products if you keep them the same,” Kuczora said. “You have to keep exciting the consumer to bring them back by bringing them something new.”
When making products for the ageing market, their taste, smell and sight had to be considered, she said. “You could also change current recipes for the ageing market, if you consider their sensory changes,” Kuczora added.
Overall, it’s a promising market to be in, she said.