Healthy aging has been identified as an important trend that consumer healthcare companies need to respond to. According to founder and managing director of UK firm Prime Fifty, Max Gowland, innovating in this area requires understanding the science behind healthy aging and offering consumers specific and efficacious products, rather than catch-all solutions. In this episode of HBW Insight’s Over the Counter podcast, Gowland dives into some of the science behind targeted nutrition for over fifties and explains why appearing on TV shopping channels like QVC has offered a useful way to communicate these benefits to older consumers.

Timestamps:

2:00 – Introductions

5:45 – Leveraging consumer health industry experience

8:15 – Prevention is key

10:30 – Competing for shelf space

13:30 – Be a specialist not a generalist

14:30 – Selling via shopping TV

17:30 – Why science and quality is important in healthy aging supplementation

24:00 – Addressing musculoskeletal health

32:00 – Getting your claims right

36:00 – What’s next for Prime Fifty

Guest Bio:

Max Gowland is a PhD-qualified biochemist with over 40 years’ experience in health and nutrition. He is a leading expert on shaping the nation on providing supplements for 50+ and his focus includes helping support longevity through supplementation to support bone health, skin, hair, nails and more.

Having worked with many large companies, Gowland founded Prime Fifty focusing on healthy ageing and currently serves as Chief Scientific Officer at FutureYou Cambridge. Gowland regularly appears on QVC and at industry events to promote evidence-based nutritional support for midlife and beyond.