The trend of product targeting "active senior"

Japan has been decreasing birthrate and the population of senior consumer has been increasing in recent years. Currently, the trend of Japanese market is targeting on specific type of senior consumer, who is called as "active senior," and creating product strategy for them. Active senior is the type of consumer who is aging physically, but yet doesn't need anyone to take care of their livings. They retired their jobs, so they have affordable time with their savings in their rest of life. Following items are products targeting active senior consumer.

Example 1.

Company name: LOTTE Co., Ltd.
Product name: LOTTE FREE-ZONE GUM - not stick to your teeth
Product category: chewing gum
Package line (3 lines): 1 cardboard paper with 9 gums / 3 cardboard paper with 27 gums together / plastic bottle (138 g).
Flavor line (2 line): lemon / mint
Released date: April 26, 2016

This product is targeting on "active senior" who start not to eat chewing gum since it stick to their teeth or their dentures. The font type and color of logo on this product was modified to be more visible and readable for active senior.

Example 2.

Company name: Nisshin Corporation
Product name: 45th Anniversary CUPNOODLE RICH
Product category: instant noodle
Package line (2 lines): 50g Styrofoam container / box (12 containers)
Flavor line: shark fin soup / soft-shelled turtle soup
Released date: April 11, 2016

This product is targeting on active senior who is energetic to try any kind of meals and brand-new things, and is not yet concerned too much about their healthy life. Since this product is premium line with 2 flavor "shark fin soup" and "soft-shelled turtle soup," it cost 230 yen, but the container is same size with normal CUPNOODLE.

Example 3.

Company name: Yakult Honsha Co., Ltd.
Product name: Yakult GOLD
Product category: fermented milk product
Package line (1 line): 65 ml polystyrene drink container
Flavor line: fermented milk
Released date: June 2, 2014

Yakult is widely known as fermented milk product with the idea of preventive healthcare and supporting the intestine to be functionally strong. Yakult GOLD is a premium line of Yakult product, which is upgraded from normal line of Yakult with additional nutritional composition: Calcium, glucosamine, royal jelly and vitamin C. Yakult GOLD is targeting on active senior who is kindly concerned about their healthy life. Yakult GOLD's taste is mild in comparison with normal line of Yakult which taste is sour and sweet. The taste of Yakult GOLD was changed for senior preference. The color of package is gold with the tone of premium product.

Summary

Marketing people in Japan elaborate on their ideas for active senior "how to satisfy their needs and make their rest of life to be more lively." LOTTE is supporting active senior for what they couldn't do in past but now they can do today. Nisshin and Yakult are creating ideas for them to explore new flavor and value. We are expecting and excited to see new coming products with fabulous ideas from Japanese companies. It should make active senior's lifestyle to be more lively and beautiful.