Markets & Opportunity

Macro Trends supporting the MediKane opportunity:

·       The global number of people aged 60+ is set to nearly double from ~1.1 billion (2020) to ~2.1 billion by 2050, and those aged 80+ will triple in the same period. This demographic change is happening fastest in low- and middle-income countries.

·       Ageing populations mean increased susceptibility to chronic disease and nutritional deficiencies, driving demand for targeted health support products.

Chronic, non-communicable diseases (NCDs) — such as diabetes, heart disease, obesity, and others — are now the dominant cause of illness and death globally

·       In OECD countries, more than one-third of adults live with a longstanding chronic condition, with prevalence rising with age.

·       Lifestyle factors (diet, sedentary behavior, obesity) are driving chronic disease risk worldwide, with projections showing worsening obesity trends across many regions.

Consumers increasingly prioritise prevention over treatment, reshaping demand patterns in health and wellness:

·       Wellness is now a core consumer priority, with wellness spending resilient even during economic volatility. A McKinsey survey shows healthy ageing and longevity-oriented products are among the fastest-growing segments of the wellness market.

·       The global health and wellness market is estimated in the multi-trillion dollar range, with nutrition a major and fast-growing component.

·       Consumers are becoming more science- and data-driven in their choices, seeking products with proven benefits rather than generic solutions.

 Preventative health is no longer a niche — it’s mainstream. Products that help prevent deficiencies and chronic risks (e.g., immune support, metabolism, gut health) tap into this large and expanding consumer mindset.

Broadly, healthspan — living healthier years rather than just longer life — has become a focal point:

·       Consumer interest in longevity-oriented products (nutraceuticals, supplements that support cellular health, anti-aging, cognitive function) is climbing rapidly.

·       Markets such as older adult health supplements are projected to expand significantly — for example, one forecast estimates the older adult supplement sector could grow to a USD 265 billion market by 2032 at 6 % CAGR.

Opportunity for MediKane:

Products positioned around healthy ageing and disease prevention resonate with both older and younger proactive consumers. This dual demographic appeal enhances total addressable market size.

Consumers are now more informed and proactive:

·       People are increasingly choosing foods and supplements based on health outcomes (e.g., gut health, energy, immunity, mental clarity).

·       Younger cohorts (Gen Z, Millennials) are driving functional eating and preventative health trends, not just older consumers.

MediKane’s focus on gut health as a foundational intervention positions the NutriKane brand at the intersection of:

·       Ageing populations

·       Chronic disease management

·       Preventative health and wellness

·       Food-as-medicine innovation

This alignment with powerful, long-term macro trends supports sustainable growth and  repeat consumption.

 

Each Segment:

• Uses the same supply chain and ‘back office’ requirements (R&D; Quality Assurance; Supply chain management Accounting; Board oversight)
• Has specific revenue and profit targets

Segment Strategy:

The use of market segments enables targeted and proactive marketing for each product in relevant segments and focuses accountabilities – accountability drives performance. Some products will be relevant to more than one segment. Positioning and formulations are specified for each segment.