Second Lifers today represent the world’s most affluent age cohort. Their contribution to global consumption is massive – mature consumers are projected to spend close to $15 trillion USD by 2030.
and minerals important, contributing to the popularity of functional nutrition. Even though they are a sizable group with strong purchasing power, the representation of Second Lifers in advertising is still relatively low, with only 4% of people over 60 cast in ads globally. Indulgence remains an important
consideration for snacking choices, with 68% of consumers over age 58 snacking to pamper, spoil or reward themselves. As ranks of Second Lifers grow globally, there will be more food and snacking products catering to their needs and preferences, such as balanced nutrition critical for an active lifestyle and functional ingredients supporting healthy ageing. The face of advertising will gradually age, especially in countries with a significant mature population.
Increasingly fluid lifestyles The dynamic and flexible nature of modern lifestyle is shaped by changing living arrangements, evolving work patterns, and the growing role of home as the central hub of activities equipped with increasingly smart devices.
As consumers seek a balance between
work, leisure, and personal commitments, there is a growing demand towards convenient, on-the-go, and versatile food and snacking options that cater to the new dynamic reality. Snacks provide convenience, flexibility, and time savings for today’s increasingly busy consumers. The growing practice of “snackifying” regular meals is increasing demand for more balanced snacks that serve as adequate nutrition in convenient formats. Snackification is the growing tendency to replace set meals with snacks among increasingly busy modern consumers: 67% of people globally figure out their meals in the moment versus planning them ahead of time. This habit is driven by several social and economic factors.
Urbanisation has a major impact with
city inhabitants having longer commutes and increased workloads, leading to limited time for meal preparation: 37% of global consumers find cooking stressful. Additionally, changing family structure and declining average household size also promote snackification, as single adults often follow different eating routines versus
KennedysConfection.com
Kennedy’s Confection May 2024
35
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
