Active Aging

My goal when I launched the Association of Active Aging Professionals (ICAA) was to unify sectors serving older adults to create an industry dedicated to better health, wellness and quality of life for this age group—the active aging industry. What do I mean by active aging? Active aging describes people and populations living life as fully as possible within the dimensions of wellness (emotional, vocational, physical, spiritual, intellectual, social).

This is how Colin Milner ( CEO of ICAA) describes his business.

Other than diet modification, physical activity is the most likely thing to reduce the likelihood of physical problems in older age. ICAA is an information source for professionals who believe in active aging.

My experience in the UK is that there is a growing realization by companies involved in the health sector (like fitness centres) of the business potential of the older market. Like the US, it is the small companies, rather than the large fitness groups, that are getting the message. The opportunities for new food and drinks products to support older ‘active’ people will be significant. There is little sign of any of the food and companies moving into this space.

It is only a matter of time. Dick Stroud