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Innovation for seniors,a true challenge to all disciplines

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The opportunity
All over the world, societies are ageing. In 2018 there will be more people over 65 than under 5 for the first time in history. Food and nutrition companies need to adapt their products to fit the changing demographics. As today’s seniors are relatively wealthy and aspire to a high quality of life, it is not difficult to identify the opportunities for senior nutrition. Nevertheless, turning opportunity into business success is a true challenge.

The marketing dilemma: How to sell to seniors?
When innovating for seniors, the first thing we should realize is that there is no such thing as a standard senior. Age and gender aside, everybody copes differently with getting older. Some deny and fight, others accept and seizing the day. Also, the attitude of societies towards the older ...

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