Healthy ageing (2025)

As people age, the absorption of certain vitamins decreases, and muscle mass, bone mass and appetite tend to decline, making older adults more vulnerable to diet-related conditions. These ageing processes can begin as early as age 40, yet awareness of what can be done from this stage in life remains limited.

To address this, EUFIC’s Healthy Ageing project was developed to explore knowledge, behaviours and communication needs related to healthy ageing among adults aged 40 and over in the UK, Spain, France, Belgium and the Netherlands.

Focus groups were conducted to better understand the target group’s current knowledge and behaviours. Results from this research are expected in spring 2026.

These insights will guide the creation of communication materials, which will be validated by stakeholders working with adults over 40. The final materials will then support a Europe-wide communication campaign in 2027.