3 ways the aging boom can energize your brand
With 10,000 people turning 65 every day in the United States, demand for anti-aging products has nowhere to go but up. Most baby boomers believe that with the right products they can and will stay perpetually young, so even if you don’t solely market your health nutrition brand as an anti-aging solution, you would be missing an opportunity by ignoring this messaging completely. Let’s look at some of the ways in which anti-aging messaging can benefit your health nutrition brand:
Create a Niche for Your Brand
If you are struggling to find your niche in the health and wellness category, it may be because you have a parity product without a notable differentiator. Positioning your brand as an anti-aging solution may give you the hook you need to talk about your benefits and really stand out from the competition. Believe it or not, anti-aging lotions and potions are not the only products driving sales in the anti-aging category. Functional foods and ready-to-drink beverages such as bottled waters, teas and those with natural ingredients like aloe vera account for a huge portion of the market—and the future is wide open.
Encourage First-Time Trial
In the race to stay young forever, baby boomers are more open to natural solutions than ever before. Female baby boomers are major purchasers of herbal supplements and other anti-aging products such as functional foods, green teas, antioxidants, and herbal extracts. While your nutritional supplement or functional food or beverage may not prevent aging directly, you can position it as part of an overall anti-aging lifestyle to attract first-time users. For instance, an energy drink is not going to turn back the years for anybody, but it can help kick start an exercise routine that will.
Capitalize on Aspiration
Product claims can be a double-edged sword. This is especially true in the health and wellness category. Any claims more specific than “healthy” or “natural” can be subject to scrutiny. The anti-aging category offers a little more wiggle room, because it does not require measurable results. Product users may enjoy your product for many different reasons, but their overall takeaway may simply be that it makes them “feel” healthier and therefore younger—and that may be all it takes to turn them into regular customers.
Capturing the attention of baby boomers can be worth its weight in gold. But to speak their language, you have to understand their values. Anti-aging is topping their list, and, if you want their dollars, it should be topping yours.
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Jessica is a competitive athlete and the President of Energize HNM, a health and nutrition marketing agency. Jessica is committed to supporting health brands of every size by helping them define their missions and connect with their customers on a deeper, more meaningful level.