The ageing demographic is on the rise, providing a valuable opportunity for the retailer. As 60 becomes the new 40, Denise Barrett looks at the golden years and investigates some cutting-edge initiatives and products to support senior wellness

There’s something, regardless of age, that we’ve all been suffering from this year: an unusually hot summer. Caught in the crosshairs, older people are especially susceptible. Heatwaves are associated with increased mortality and morbidity in people aged over 65, and more so in those aged over 75. 

Older people are more vulnerable to the effects of extreme heat because of a range of physiological and psychological factors. Extreme temperatures can physically change medications and affect their potency. Heat can also undermine mental health and the ability to think and reason, and research shows that areas of the brain responsible for framing and solving complex cognitive tasks can be impaired by heat stress.

Easy on the salt
As people age, the ability to taste and smell can weaken and this reduced perception of salty flavours can encourage consumers in older age groups to compensate by seasoning with excessive salt, says a report by FoodNavigator. This can increase the risk of cardiovascular disease, heart failure and elevated blood pressure levels. However, the report found, spices such as chipotle can help maintain the perception of saltiness among older generations, while helping to reduce intake of ‘the white stuff’. 

Another interesting finding was that polypharmacy appears to significantly impact on salt taste thresholds. The mean taste thresholds for adults taking three or four medications were on average 5.4 times higher than for non-medicated and younger individuals across a range of salts and other tastes.

Regular bedtime
People aged 65 and older are much more likely to suffer a heart attack, have a stroke or develop heart disease and heart failure. Mindful of this, BBC News recently reported on a study that says there appears to be an optimal time to go to bed – between 10pm and 11pm – which is linked to better heart health. 

The research team believe that synchronizing sleep to match our internal body clock may explain the association found with a reduced risk of heart attacks and strokes. For the study, which was published in the European Heart Journal, the researchers collected data on sleep and wake times over seven days using a wristwatch-like device worn by the volunteers. 

Over an average of six years, just over 3,000 of the adults developed cardiovascular disease. Many of these cases occurred in people who went to bed later or earlier than the ‘ideal’ 10pm to 11pm. 

Study author Dr David Plans concluded: “The riskiest time was after midnight, potentially because it may reduce the likelihood of seeing morning light, which resets the body clock.”

Immune support
In a recent FoodNavigator article, Sarah Stanner, science director of the British Nutrition Foundation (BNF), shared the secrets of a healthy immune system for older adults. “Significant proportions of the older population in the UK are lacking in required intakes of energy, protein, dietary fibre, vitamin A, vitamin D, riboflavin, folate, magnesium, potassium, selenium, iron, calcium, iodine and zinc,” she reports.

“Retailers and planners have long failed to adapt or recognize the diversity of older consumers”

The BNF’s new resource Nutrition and Immunity for Older Adults informs older people who may be experiencing low appetite, or finding it hard to eat well, about what to eat to ensure intake of all the vitamins, minerals and nutrients needed to support a healthy immune system. 

Mental wellbeing
Psychological wellbeing is crucial with older people and often linked with physical health. We tend to think of self-harm in terms of a younger generation, but BBC News reported that self-harm among the over-65s must receive greater focus because of the increased risks associated with the pandemic.

Loneliness, bereavement and reluctance to access GPs can all affect older adults, explains Professor Nav Kapur from the University of Manchester, who developed the National Institute for Health and Care Excellence (NICE) guidelines, which are followed by the NHS, on self-harm and suicide prevention. Kapur says it is important to challenge the perception ‘that self-harm doesn’t happen to older people’, warning that in over-65s, without the right help, self-harm can also be a predictor of later suicide attempts. 

Exploit the grey pound
‘Thrive, not just survive’ is the catchy campaign name given by the International Longevity Centre (ILC) to its two-year project to transform how the retail sector sees and serves older consumers. 

Retailers are being urged to take on a bigger role in supporting healthy ageing and play their part in ‘levelling-up’. ILC research – Maximising the Longevity Dividend – revealed that older consumers spent £319 billion in 2018 and this is forecast to increase to £550 billionby 2040. 

The think tank argues that supporting healthy ageing is crucial. ILC recommends that retailers work alongside Government, academics and other policymakers to play their part in tackling inequalities with a view to help revitalize our high streets and local economies. 

David Sinclair, director of ILC, explains: “The demography of the high street customer is ageing, and retailers and planners have long failed to adapt or recognize the diversity of older consumers. For our high streets to survive, they must become more inclusive. But our high streets needn’t just survive; they could thrive, playing a role in tackling loneliness and helping the UK economy succeed.”

Buzz around propolis 
British company BeeVital has been at the forefront of propolis research for over two decades, collaborating with multiple universities. Propolis, is, the brand believes, ‘a truly 21st century natural medicine’, supporting the body’s natural immunity as well as targeting infection. As a ‘natural antibiotic’, propolis is harmless to the helpful bacteria in the gut and has a major part to play in sustaining the health of an increasingly elderly population. 

BeeVital lists the major propolis benefits which can support healthy ageing as being: anti-inflammatory (propolis is widely used to treat chronic inflammation caused by conditions such as diabetes – there is also a well-documented link between cognitive decline in old age, Alzheimer’s disease, and inflammation); and anti-bacterial and antiviral (extensive research demonstrates propolis’ capacity to reduce infection and promote a more robust immune response. Recently the BeeVital team collaborated with Leeds Beckett University on a major project exploring the potential of propolis to reverse the effects of antibiotic resistance). 

Missed opportunities
You would think that our dynamic, enterprising industry would be wholly supported by effective marketing. But there is opinion that for seniors, opportunities are being missed. According to a report in FoodNavigator, the food industry should take lessons from other
sectors to fully capitalize on the massive opportunity presented by the healthy ageing market.

Anu Turpeinen, research manager at Finnish food company Valio, says: “There is ample scientific evidence on the importance of nutrition in healthy ageing, along with verified health claims. The food industry should look to the health and beauty sector as an example of how to commercialize healthy ageing products.”

For our high streets to survive, they must become more inclusive

Hiral Patel, head of sustainable and thematic investing at Barclays, agrees: “The narrative on ageing to needs to evolve. Living longer, healthier lives will impact people of all ages and there are many opportunities for the nutrition industry particularly to adapt to these offerings.”

Kinetic’s top five for the 50+ market
You can always rely on Kinetic for powerful, healthy-ageing products. Garden of Life mykind Organics Plant-Based Calcium is a bone-supporting formula made from organic plants, including 20 powdered fruits and vegetables. As well as optimal calcium per serving, the formula contains vitamin K2 MK-7 and vitamin D. 

Organics B-Complex is a daily formula providing optimal value of all B vitamins to boost energy and support metabolism and stress response. It contains peak levels of biotin for healthy hair, skin and nails, and supports heart health with total daily value of folate. 

In one serving, Nature’s Answer Omega-3 Black Seed Oil delivers omega-3 fatty acids, including EPA and DHA, from deep-sea fish sourced from the cold, clear waters of the Pacific Ocean, together with ThymoQuin Black Seed Oil, which undergoes a gentle extraction process to retain holistic balance.

Collagen supplements can help improve skin hydration and elasticity and may also help reduce joint pain and stiffness. Pioneering NeoCell employs a technologically advanced hydrolyzation process where large collagen molecules become more bioavailable and bioactive in the body. 

Kinetic’s product of the month for October is Nature’s Answer Resveratrol Reserve – Cellular Complex Liquid Supplement, which the distributor will be focusing on during World Menopause Month. Resveratrol is found in grapes, red wine (famously!) and berries, and is alcohol- and preservative-free. It is part of a group of compounds called polyphenols, which help protect the body from free radical damage. 

There are many studies, including a PubMed article, which state that polyphenols may modulate different pathways in the body, inducing various health and anti-ageing benefits.

Keeping ’em young
Nature’s Table, Billericay, is owned and run by Claire Sharp and is an independent and well-established health food store. In her ‘older customers’ bracket, Sharp has regulars aged from 40 up to 95. They love Altrient C for immunity and collagen function, and holistic preparation Qsilica for hair, skin, nails and joints, she says. “Solgar has a brilliant Astaxanthin product for eyes and skin, which is popular in store,” she adds. “It’s rich in antioxidants. Also, we really believe good health starts in the gut and in the power of probiotics. Bio-Kult and Garden of Life are favourites.”


Propolis Capsules

BeeVital Propolis
Nature’s Laboratory Ltd
Tel: 01947 602346
E-mail:  [email protected]

Propolis Capsules are the easiest way to benefit from a daily dose of propolis, promoting healthy ageing and naturally supporting your immune system. Propolis is a natural substance produced by honeybees. It is made from tree resins and used in the beehive to protect the colony from infection. Propolis is packed with flavonoids – natural chemicals which work to support the body’s immune defences. Propolis is antibacterial, anti-fungal, antiviral, antioxidant, and anti-inflammatory. It can be used topically (such as on the skin) or used to treat chronic conditions or inflammation when taken internally. Find out more by visiting our website.


Live Brighter with new Liposomal Vitamin C

E-mail:  [email protected]

Solaray’s new Liposomal Vitamin C is designed to help the body age healthily so you can live brighter. Vitamin C is combined with fatty acids (liposomes) to encase nutrients and protect them from stomach acid and digestive enzymes, so they are delivered where they are needed most. Supporting the body’s immune system, Liposomal Vitamin C is vegan, gluten free and is absorbed nine times more readily than Vitamin C from food – making it a potent and effective supplement to support your ambitions and activities, no matter what your age. For more information contact Natural Trade Brokers.


Nurideen  Plus

HealthAid Ltd
Tel: 020 8426 3400
E-mail: [email protected]

Nurideen Plus  – Beauty comes from within
Nurideen Plus® is specially formulated to help maintain a healthy radiant younger looking skin through the synergy of essential vitamins, minerals & antioxidants that help to protect cells against the damaging effects of free radicals. Nurideen Plus has the additional benefit of Collagen, Hyaluronic Acid and Silica; which help to enhance and accelerate skin repair and regeneration, diminish age spots, restore elasticity and smoothness to skin tone. Nurideen Plus® retails at £31.99 for 60 Tablets. 


Gospel Vitamin C Skin-Glow Gel Cleanser

Kinetic Natural Products Distributor
Tel: 08450 725 825
E-mail:  [email protected]

Gospel Vitamin C Skin-Glow Gel Cleanser is a certified vegan brightening face cleanser with the benefits of vitamin C from Kakadu plum, with up to 100 times the vitamin C content of oranges. Joined by antioxidant compound Vinanza® grape & kiwi to offer brighter, healthier looking skin; lotus flower, olive squalane oil, and essential fats from New Zealand meadowfoam luxuriously soften skin and replenish the skin’s essential lipid barrier. Suited to most skin types, especially oily and combination, and perfect for brightening up dull skin. Packaged in sustainably sourced, recyclable materials including glass and cardboard printed with eco inks and sourced from sustainable forests. For more information visit or email [email protected]



The Good Guru
Tel: 020 8773 7830

Organic SkinKare is formulated with essential nutrients that support the function of skin tissue, and reduce premature ageing, skin dryness and age spots. May also help with skin conditions such as rosacea, eczema and dermatitis. Amla is known to Purify the blood and remove toxins to enhance beautiful and radiant skin tone and is an excellent source of vitamins A, C & E, Rama Tulsi (considered a holy herb in India) its antibacterial effect can help support acne-free skin and enhance blood circulation to support hair health, Manjistha may prevent skin allergies and acne and Turmeric can help combat sun damage which eases signs of ageing. May alleviate allergies and skin-related issues such as acne as well as reduce visible signs of ageing and sun damage.


Colladeen® Derma Plus

Lamberts Healthcare Ltd
Tel: : 01892 554313
E-mail:  [email protected]

Colladeen® Derma Plus is specially formulated to support the health of skin and increase the body’s natural defences against sun damage. The formula provides 160mg anthocyanadins per tablet. Anthocyanidins are a group of flavonoid compounds found in dark skinned fruits, berries and even pine bark. Scientists studying these compounds have focused much of their work around the role they play in helping to support collagen, the tough protein that gives skin its elasticity. The formula also includes vitamin C, which supports normal collagen formation, together with niacin and biotin – all of which support the maintenance of normal skin.


Biotin Tablets + Coconut Oil

New Leaf Products
E-mail:  [email protected]

New Leafs high strength Biotin tablets 12,000µg enriched with coconut oil, has been used and trusted by over 30,000 satisfied customers. Biotin contributes to healthy Hair, Skin And Nail growth. Biotin is also referred to as the “beauty supplement” – Each bottle will last 3 months, UK made, Gluten free and vegan. Use discount code NATURALPRODUCTS for 15% off your first order.


NORDIQ Nutrition® Beauty Formula – Hair – Skin – Nails

Stacktheme Ltd
Tel: 01259 743200
E-mail:  [email protected]

As part of a quest to offer the ultimate in natural hair, skin and nail support, NORDIQ Nutrition® presents its all-new Beauty Formula. By providing a nourishing blend of vegan-friendly ingredients, this first-of-its-kind formulation applies the principles of synergy, complexity and nutritional hormesis to target cellular vitality. The phytonutrient-dense botanicals, specially selected nutrients and co-factors, including a pro-collagen vegan amino blend, deliver next-generation support to skin, while the bamboo silica further helps to promote hair and nail integrity.


Hydrating Portable Humidifier 

Peep Club
Tel: 07944 874195

The perfect addition to a bedside table, home office or back-to-work desk; this beautiful bottle-shaped humidifier is designed to help keep your eyes and skin hydrated whether they’re open or closed. The gentle mist, works to replace moisture in the air around your bed or workspace; this combats the drying conditions of modern homes and work places (central heating, air conditioning and screens). Many of us also don’t fully close our eyes especially during sleep, waking up with that dry, gritty, itchy feeling – this humidifier can help keep the exposed eye surface hydrated overnight.


Give yourself a natural facelift 

Pravera Ltd
Tel: 01557 870203
E-mail:  [email protected]

Experience the Firming facial skin care range from lavera. The New lavera Firming range is formulated with hyaluronic acid and a superior active ingredient, Bakuchiol, your natural and gentle alternative to retinol. The highly effective range has an anti-ageing effect, helps to reduce wrinkles, improves the texture and firmness of the skin, and provides intense moisture for a super soft youthful complexion. The complete range includes a Day Cream, Night Cream, Eye Cream, Serum, and a Face Mask. A shelf display is also available.  Lavera is certified natural and organic by NaTrue, certified cruelty free by PETA and registered vegan with The Vegan Society. 


Together Health Menopause  

E-mail:  [email protected]

During menopause it’s about keeping a sense of balance. That’s why Together  Health reached for nature’s finest when creating their Menopause formula. It’s packed with 22 wholefood vitamins and minerals, plus ashwagandha and sage to alleviate menopause symptoms. When combined, this formula targets every symptom that can rear its head before, during and after menopause in a way that’s kind to the body.

Together Health’s Menopause Multi is made with wholefood, ocean-sourced and plant-based ingredients, because the body absorbs vitamins and minerals far more easily when they’re in a whole food form – while staying nice and gentle on the stomach.


Silicea Kollagen Plus

WFBM Healthcare
Tel: 01782 528611
E-mail:  [email protected]

Silicea Kollagen Plus combines the highest quality Verisol collagen with a whopping 150mg of Haplex hyaluronic acid and Silicea’s famous Silica gel all of which have been subject to clinical studies covering, skin elasticity, wrinkles, hair & nail growth, and skin moisture levels.
Collagen and Hyaluronic acid also play an important role in joint health making Kollagen Plus a perfect choice.
One of the challenges for any liquid supplement is creating a product which is palatable while avoiding the use of sweeteners, artificial flavouring, or preservatives. Kollagen plus has achieved this by only flavouring and sweetening the product with mango and apple pulp, creating the best tasting product on the market.
Available in 15-day and 30-day packs containing 30 and 60 two a day sachets.


Joint & Skin Matrix™

Wholesale Health Ltd
Tel: 01606 889905
E-mail:  [email protected]

Good Health Naturally’s Joint & Skin Matrix™ uses BioCell Collagen™ which offers a comprehensive approach to joint health. BioCell Collagen™ boasts a unique composition of naturally occurring hydrolysed collagen type II peptides, chondroitin sulfate and hyaluronic acid. It is patented and has undergone human trials which prove its efficacy and confirm that BioCell™ promotes active joints, youthful-looking skin and healthy connective tissues. The unique Bio-optimization™ process ensures remarkable bioavailability as well as rapid absorption within the body. 120 capsules.