Home » Articles, Global, Health and Wellness » Ageing-Related Food and Drink: Focus on Lengthening Healthy Life Expectancy


January 14, 2014

Ageing-Related Food and Drink: Focus on Lengthening Healthy Life Expectancy

Diana.cowlandAnalyst Insight by Diana Cowland - Senior Analyst, Health and Wellness

View Diana Cowland's profile on LinkedIn

Today’s ageing consumers are deemed to be the fittest and most mentally active in history. This demographic will continue to spend on products that reduce the signs of ageing, addressing such concerns as heart health, bone health and brain health, despite the tough economic conditions, in an effort to try and lengthen their healthy life expectancy, ie the years spent living in “full health”. This differs somewhat from total life expectancy. In fact, across all regions covered by Euromonitor International, there is at least a 7-year difference between life expectancy and healthy life expectancy at birth. In regions such as Asia Pacific and Latin America, this difference is closer to 10 years. Hence, manufacturers looking to target the ageing population should focus their efforts on closing this gap.

The Ageing Demographic Remains Underserved

It is well known that the ageing population remains underserved in terms of functional food and drink products. Globally, however, there have been some specific products launched to tap into the leading health trends for this demographic, such as cardiovascular health.

Cardiovascular Health Focuses on Omega-3 and Soy Protein

As consumers become more aware about preventing the onset of diseases related to cardiovascular health, the number of deaths linked to the circulatory system and diabetes mellitus, for example, has fallen in recent years. Nevertheless, there is still room for innovation – global sales US$8 billion in 2012 – with close to 30 different ingredients associated with this positioning, ranging from vitamin C and soy protein to omega-3.

Soy protein is set to benefit from the growing ageing population. The ingredient carries a claim pertaining to heart health in the US whereby a food must contain at least 6.25g of soy protein per reference amount.

New product development has also enabled greater fortification of widely consumed products. For example, in 2013, German food retailer Edeka and researchers from the Fraunhofer Institute for Process Engineering and Packaging IVV created a technique enabling sausage varieties to contain DHA and EPA.

Spend on Functional Products Vital to Success

However, for manufacturers to succeed, it is vital that they focus on populations with a high ageing index – the proportion aged over 65 in comparison to that aged 0-14 – and those consumers who spend on fortified/functional products. Over 2012-2017, the regions with the greatest potential to boost retail value include Western Europe, North America and Australasia.

Need for a Greater Variety of Brain Health-Positioned Products

In contrast to deaths from circulatory disorders and diabetes mellitus, deaths from mental disorders continue to rise, thus highlighting the need for products supporting brain health and memory. In 2012, global sales remained low at just US$527 million. In order to achieve growth, the focus should be on short-term tangible benefits, such as promoting improved memory and concentration, to remove scepticism. Once consumers gain trust in these products manufacturers can look to extend their range of products catering for long-term brain health and innovate in rapidly growing categories such as bakery and juice.

Bone Health - Innovate Beyond Calcium to Achieve Growth

However, it is bone health which stands out as the winner, with the vast majority of products focused on the benefits of calcium and more recently vitamin D. Yoplait’s Calin+ yoghurt, for example, was launched specifically for the ageing female population and provides 100% of the RDA of vitamin D, while also being rich in calcium.

There is, however, scope to develop bone and joint health further via the use of over 10 ingredients, including vitamins, minerals, protein and even collagen. Rousselot’s collagen peptide product Peptan, for example, is used in TIMEFINE, a product which is certified to use the ‘improved bone density’ health claim in China. Bone health is, in fact, set to remain the leading ageing-related prime positioning over the forecast period.

The Ultimate Goal is a Rise in Healthy Life Expectancy

An increase in innovation has led to a greater variety of products targeting the ageing demographic. However, functional food and drink products can only truly be a success if, through strong efficacy and growing sales, they ultimately contribute to improving healthy life expectancy.

Download our full global briefing: Opportunities to Target the Ageing through Functional Food and Drink here


Have a question or thought to add?  Leave us a comment below.


« Carrefour: Reinventing Hypermarkets to Support Recovery Strategy in France | Main | Special Report: Global Dependence on Nuclear Energy Drops »

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Agree, Ms. Cowland. Our innovative product, AquaNew's Watt-Ahh, is a stable, crystalline-form of energized water. All new science. Hydration is critical for life and the water molecule the only one that bridges the Physics and Biology of our bodies. Our company is one of the exhibitors at the upcoming Positive Aging Conference in Sarasota, FL. USA in Feb. 2014.

Dana Gourley, COO, AquaNew,LLc

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.

Subscribe

 RSS Feed

Receive New Posts via Email:

 

Join us on...


View our YouTube Channel Follow Euromonitor on Twitter Become a Fan on Facebook Connect with Euromonitor on LinkedIn

Filter by Category

Filter by Geography

Filter by Industry

Recent Posts

Winners and Losers in Personal Accessories

Income and Wealth: How Wealth Information Can Enhance Understanding of Poverty Rates

Kraft Licenses Coffee Brands for use in Green Mountain's Keurig

Why Cooper’s Latest Acquisition is Bigger than it Seems

Euromonitor to Speak at Indian Icecream Congress 2014

Three Trends in Primary Education in Emerging Markets

In Focus: 70% of Households Globally will be Urban by 2030

Big Data: What’s the Big Deal?

The Four Aspects of PayPal’s Current Growth Strategy

Trends Impacting the European Automotive Market