Healthy ageing is one of the strongest consumer trends in nutrition today. While EU legislation does not provide a specific health claim category for “healthy ageing” itself, there are still opportunities to communicate healthy ageing-related benefits within the existing health claims framework.
When communication is built around an authorised health claim, healthy ageing can often serve as a broader marketing theme. In practice, authorised health claims may provide more marketing flexibility than is sometimes recognised, enabling companies to build relevant and compliant consumer communication around scientifically substantiated physiological benefits. While healthy ageing-related messaging may be possible in certain circumstances, its suitability depends on the specific context and should be evaluated on a case-by-case basis.
How can authorised health claims support healthy ageing marketing?
EU health claims legislation allows general references to health benefits when accompanied by an authorised health claim specifying the relevant effect.
In practice, this could include messages such as:
- “Support for your active years”, accompanied by an authorised claim relating, for example, to normal muscle function.
- “Wellbeing for older adults”, where an authorised claim concerning the maintenance of normal bones is presented alongside the product.
- “Nutrition to support healthy ageing”, with the message clarified by an authorised claim relating to normal cognitive function.
- “Take care of your physical function in later life”, where the authorised claim relates, for example, to normal muscle function or the maintenance of normal bones.
The overall context is critical. A general healthy ageing reference must derive its meaning from the accompanying authorised health claim. Communication must not give consumers the impression that the product slows ageing, prevents age-related changes or affects the ageing process itself. Marketing opportunities often arise from identifying a physiological benefit relevant to older consumers and communicating it within the scope of an authorised health claim.
Can consumer testimonials be used in healthy ageing marketing?
Consumer testimonials may also offer communication opportunities where they relate to the same physiological effect as the authorised health claim. For example, when a product is marketed using an authorised claim concerning normal muscle function, consumer testimonials relating to the same effect may, in certain circumstances, also be used. However, their use must be assessed on a case-by-case basis, as the message conveyed by consumer testimonials must also comply with health claims legislation.
What evidence is needed for a new healthy ageing health claim?
A new health claim related to healthy ageing requires robust scientific evidence demonstrating the specific physiological benefit being claimed. If the aim is to obtain authorisation for a new health claim, the strategy should be considered before clinical studies begin. The study design, target population, dose, duration of use and endpoints must support the specific effect for which authorisation is sought.
Healthy ageing research presents particular challenges. In healthy ageing research, a biomarker change alone does not demonstrate a health benefit. The selected measures must reliably reflect the claimed physiological effect, and studies must be methodologically robust, with appropriate controls, predefined endpoints and sound statistical analysis.
The totality of the evidence also matters. Health claim assessments consider the overall body of evidence, including both supportive and non-supportive findings, its consistency, strength and biological plausibility. A positive finding from a single study can be an important step forward, but the totality of the evidence determines whether a claim can be authorised.
Free webinar: EU health claim applications – from scientific evidence to authorisation
What does it take to obtain an authorised health claim in the EU? This webinar takes a closer look at the scientific and regulatory requirements behind successful health claim applications, from evidence generation to authorisation.
How can Medfiles support your health claim strategy?
Medfiles helps you explore communication opportunities using authorised health claims and assess what your current evidence can support. Where further research is part of your strategy, we help identify data gaps and plan studies aligned with your health claim objectives, ensuring that research and regulatory strategies are developed in parallel from the early stages of product development. Our support extends to the preparation and submission of health claim applications.
With over 20 years of experience in nutrition and health claims, Medfiles’ experts provide tailored support across the EU, UK and US.
Planning your next steps in healthy ageing? Contact Medfiles to explore communication opportunities and discuss your product’s health claim strategy.
Authors
Anne Kivimäki, Ph.D.
Regulatory Affairs Expert, Food
Anne joined Medfiles in 2021 and has been involved in several client projects since then. Her diverse and interdisciplinary experience in food and biomedicine brings a broad perspective and innovative problem-solving skills to various projects. In her current role, Anne can benefit from her diverse education, which includes a PhD in biomedical sciences, a Master’s degree in food chemistry with a specialisation in food safety, and an Bachelor of engineering degree in bio- and food technology.
Anne has a solid 20 years of scientific research experience in medical nutrition physiology, pharmacology, and oral health. In her PhD research, Anne studied the effects of Nordic berries on cardiovascular function, which illustrates her interest in the health effects of food. During her scientific career, Anne has been involved in several national and international pre-clinical and clinical research projects, and coordinated the operations of a research laboratory. As a result, she has excellent project management and coordination skills and a wealth of experience in scientific writing.
With a degree in Bio- and Food Engineering, Anne has solid expertise in food processing techniques and technologies. Prior to her university career, Anne gained valuable experience in the food industry, working as a health inspector and in food production.
Pia Karjalainen
Team leader, Health claims and Nutrition // Senior Regulatory Affairs Expert, Food and feed
Pia Karjalainen has advised companies on various topics within food regulatory and scientific affairs throughout the past 15 years. Since the beginning of her regulatory career, Pia has focused on health claims, which has become her key competence area.
She has gained wide regulatory expertise for a vast range of food categories, such as food supplements, foods for special medical purposes, food additives, novel foods and conventional foods. In recent years, Pia has expanded her areas of expertise to include animal feed. She also has in-depth expertise in designing regulatory strategies for innovative ingredients. Her ability to understand the bigger regulatory picture and work with a solution-oriented attitude has led her to leading and handling many complex projects related to different product categories and borderline products.
Pia has earned a master’s degree in health sciences (nutrition) from the University of Eastern Finland. Prior to joining Medfiles in 2014, she worked with food regulatory affairs and as a registered dietitian in healthcare.
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