Mature Market Experts Stat of The Day: Mature Market Reasons For Being Healthy

Mature Market Experts: more mature market news and stats more often – Reasons For Being Healthy – “An annual research conducted by The Natural Marketing Institute (NMI) among 1,500+ U.S. Boomers in early 2007 provides rich insight into the Boomer lifestyle and identifies many marketplace opportunities. Boomers expect to live to an average age of 81 years old, and half want to live to be 100. However, 26 percent feel they are less healthy than they expected to be at their current age, and half of Boomers feel their physical health is worse than just 10 years ago—perhaps not surprising since only 11 percent rate their health as excellent.

The number of health conditions Boomers are managing may be contributing to their overall less-than-healthy status. The top conditions they are currently managing are the need to lose weight (40 percent), high blood pressure (35 percent), joint pain (30 percent) and high cholesterol (29 percent). As high blood pressure and obesity are both serious risk factors for heart disease and stroke—the number one and number three causes of death in the United States, respectively—Boomers appear to be headed towards early “retirement”.

While Boomers’ futures may seem bleaker than anticipated regarding their health, they do make the connection between a healthy lifestyle and an extended lifespan, with over half (57 percent) connecting a healthy lifestyle to the desire to live longer (Figure 2).

healthier-lifestyle4 mature market experts

Interestingly, half of Boomers were driven to a healthier lifestyle to look better. Playing on this vanity issue may be one way to increase compliance to a healthier mindset, as evidenced by the significant growth of the cosmeceutical industry.

While their understanding is on target, Boomers may require increased assistance in making healthy living an actual lifestyle change. Half are thinking about a healthy lifestyle to lose weight, yet Boomers face many challenges regarding their weight and proper nutrition.

Weight a Minute…

Fewer than one out of five Boomers are very satisfied with their ability to maintain proper weight, and only 1 in 10 is very satisfied with being in shape. Even more concerning is the fact that less than 18 percent are very satisfied with their ability to eat a healthy and nutritious diet (Figure 1).

healthy-aging-drivers mature market experts

It’s no wonder their satisfaction is so low, with a third of Boomers confused about what to eat when it comes to eating healthy, and two-thirds feeling a healthy lifestyle is more difficult as they get older. Many industries— including the media—may unknowingly be at fault for this confusion. As the amount of information available regarding health, nutrition and well-being is being disseminated at such a high rate, it becomes difficult for anybody to assimilate it into their lifestyle. In addition to the sheer volume of content, many times the message is conflicting (e.g., vitamin E is either good or bad), creating further confusion and dissonance between behaviors and attitudes, which is especially true of the diet industry.”

Source: Natural Products Insider

Because of the overwhelming amount of information available, I believe boomers and the mature market will increasingly look for “health sherpas” to guide them down the path of good health. Fitness trainers and health care systems that recognize this opportunity will capitalize big time (ie. ICAA, The Cooper Institute , Mather Lifeways and Erickson).


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