Another brick in the wall

In yesterday's post I speculated that attitudes about the importance of the 50+ would start to change gradually (market sector by market sector) and then accelerate towards a ‘big bang’ as it became fashionable and commercially necessary, to recognise their importance. That post illustrated how the music and radio are two industries that are beginning to change.

I think we can add the nutritional supplements market to that list. A couple of facts: more than 34% of Americans ages 40-54 and 46% of the over 55s have taken a vitamin, mineral or other dietary supplement daily for a month; the market in the US is worth around $19 Billion.

It seems clear that products concerned with age related health, fitness and well-being are already being driven by the demands of the older consumer. I suspect this will be one of the first sectors to move from its niche status into the mainstream consumer sector.