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CORNWALL N.Y. — America is aging at an unprecedented rate, with seniors expected by 2034 to outnumber young people for the first time in U.S. history. As the number of older Americans climbs, so will the need for products and services to help them age well and with dignity. That means a rise in demand for products aligned with the changing needs of this market.
“As seniors are living longer, there will be an increased consumer focus on aging in place as well as preventive care. In 2025 and beyond, products that meet consumers’ desires and budget are critical,” notes Jim Creagan, president of CrossingWell Consumer Health. “This includes preparing for AI’s impact on purchasing behaviors as AI-powered search continues to disrupt traditional inbound marketing strategies that previously relied on informational content to drive website traffic. Platforms like Google, Bing and Perplexity now provide answers directly, reducing the need for users to click on links and causing some websites to experience a 30%+ drop in traffic since May 2024.”
He says that Facebook still dominates other social media platforms among the 50-plus consumers, but these same consumers reportedly are exploring other platforms such as YouTube and Instagram, with videos driving their curiosity.
“Clearly, the value of these consumers is already huge to marketers within the health and wellness space. At CrossingWell, our Balmex AdultAdvantage skin relief product was designed for this market, and it largely fills an unmet need.”
Creagan explains that experts indicate there will be a convergence of health and wellness, along with an expanded role of telehealth and virtual health care. “Retail pharmacies are increasingly adopting digital health technologies to enhance customer experiences and cost efficiencies. From mobile apps that allow customers to manage prescriptions and appointments to telehealth services that connect patients with health care providers, digital integration is becoming more prevalent and is enhancing the convenience and accessibility of health care. In addition, the integration of AI, automation and robotics is reshaping the health care landscape within the drug channel.”
He adds that as consumer expectations continue to build, retailers within the trade have had to innovate based on their customers’ unique needs and behaviors. “Drug retailers are creating more personalized offerings and online programs targeting seniors as well as other market segments with the added objective of simplifying the shopping experience. At CrossingWell, our marketing programs have been connecting with these consumers through both in-store and online initiatives, and with messaging sensitive to their unique need states.
“Senior consumers seek value, proven benefits, convenience and self-care condition-specific products from brands they trust. At CrossingWell, our Balmex AdultAdvantage product delivers on each of these attributes. For instance, Balmex AdultAdvantage skin relief cream provides for a clinically proven 1-Use Relief claim for conditions that include skin irritation from incontinence, chafing and heat rash. Also, its exceptional value along with its easy application and easy-to-remove features further distinguish it from competitive products, attributes well received by users and caregivers alike. For example, in the U.S., it’s often the spouse that’s the first to assume caregiving responsibilities, or the adult children, before a professional caregiver may be needed, and such attributes as ‘easy to remove’ are important especially if the patient has sensitive or compromised skin.”
He adds that CrossingWell provides safe, easy-to-use, high-quality and effective products designed for seniors and offered at an excellent value. “This has been what our family-owned business at CrossingWell has consistently delivered since our founding in 1979. CrossingWell’s portfolio consists of heritage brands with loyal customers. As a consumer-centric company with a focus on brand growth, we apply consumer research to gain actionable insights that inform us about our customers and what’s important to them.”
