The Future of Senior Nutrition: Key ingredients, strategic issues and targeted opportunities for older consumers
Business Insights
November 10, 2009 137 Pages - SKU: RET2539918
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Seniors have emerged as a powerful consumer audience in search of better health and a reduction in disease. Seniors are not only concerned about their health but are also willing to modify their diets to improve there health. Their needs are unmet by current functional food offerings, presenting a tremendous opportunity for food and beverage marketers.
The market for senior products continues to grow with the tremendous increase in this population worldwide and the projected increased incidence of age-related diseases. However, some previous attempts at targeting products to this demographic group have failed due to a lack of understanding of the Senior group. It is crucial that marketers understand the attitudes, values and behaviors of Seniors and products are backed by proven efficacy, trusted regulation and effective communication strategies.
Key features of this report- Country analysis showing senior growth as well as projected rise in disease.
- Rising healthcare costs are prompting seniors to look for ways to avoid chronic disease.
- Distrust in pharmaceutical drugs has prompted consumers to become more cautious about the drugs they take.
- Analysis of the major factors that influence seniors’ food and beverage choices.
Scope of this report- Understand the functional food market for Seniors and future potential of specific products.
- Inform your product development and marketing departments by prioritising the top functional ingredients and products for Seniors.
- Evaluate whether you should be looking beyond your current product portfolio for future opportunities.
- Prompt your marketing and NPD teams with product and marketing ideas from around the world.
Key Market Issues- Seniors account for over a fifth of all food and drinks spending globally, equivalent to spending of $741bn in 2006. Demographic tends will ensure that this group continues to grow in importance in the future.
- Seniors are interested in health and more likely to act on health concerns than younger age groups - increasing their propensity to purchase healthy and functional foods.
- Seniors have major spending power and are experimental in their product choices and open to functional foods.
Key findings from this report- The entire packaged food and drink category is set to grow at a rate of 3% per year on average.
- Seniors account for over a fifth of global consumption of packaged food and drink sales.
- Low growth and intense competition has increased the amount of research and development put into new products.
- An effective regulatory system will enhance consumer trust.
- Gastrointestinal products are among the top functional products worldwide though there is significant room for growth in this category in the U.S. and this category is wide open for future growth from the Senior segment of the market.
Key questions answered- What strategies should companies use to better understand the Senior market?
- How can companies accurately market their product to Seniors?
- What factors make Senior consumers choose a functional food?
- What are the most exciting ingredients with tremendous future growth potential?
- Is there any overlap between functional foods and pharmaceutical drugs?
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- Opportunities in Senior Nutrition
- Executive summary
- Targeting the rise of senior consumers
- Drivers of seniors’ nutritional behaviors
- Diseases and nutrition’s role
- Key ingredients in seniors’ nutrition
- Chapter 1 Targeting the rise of senior consumers
- Summary
- Introduction
- Seniors are no longer an overlooked group
- Seniors are more likely to act on their health concerns
- The value of Senior consumption is little known
- The rise of the senior consumer
- Demographic trends remain the key driver
- Segmenting the senior consumer audience
- Seniors are not one heterogeneous group
- A need to move beyond purely aged-based segmentation
- A segmentation framework for seniors
- Although 71% of Seniors are willing to modify their diets, not all will do so
- Seniors’ dietary regimens
- Dietary regimens serving the needs of Seniors
- Strategic issues when targeting Seniors
- Seniors are “smart shoppers”
- Income disparities mean that price is a major issue
- Seniors’ attitudes towards functional foods must be recognized
- Marketing messages must be clear and relevant
- Future outlook
- Chapter 2 Drivers of seniors’ nutritional behaviors
- Summary
- Introduction
- Demographics do not explain nutritional behaviors by themselves
- Consumer drivers
- From cure to prevention of disease - self medication
- Increased knowledge of the link between diet and health
- Decreasing trust in pharmaceuticals
- A fall in trust promotes uptake of functional foods
- Manufacturer and industry drivers
- A push to create value in low growth markets
- Increased research & development
- Regulatory drivers
- European regulation
- Short term pain should give way to longer term benefits
- US regulation
- US regulation is currently under review
- Japanese regulation
- Regulation has helped to establish an innovation hotbed in Japan
- Healthcare industry drivers
- The growing cost of healthcare
- Biotechnology and nutrigenomics
- Conclusions and outlook
- Chapter 3 Diseases and the changing role of nutrition
- Summary
- Introduction
- Cardiovascular disease (CVD)
- Disease definition and causes
- Disease epidemiology
- Disease burden
- Functional foods and CVD
- Obesity
- Disease definition, causes and health consequences
- Disease epidemiology
- Disease burden
- Functional foods and Obesity
- Sarcopenia
- Disease definition, symptoms and causes
- Sarcopenic obesity
- Disease epidemiology
- Disease burden
- Functional foods and sarcopenia
- Osteoporosis
- Disease definition, symptoms and causes
- Disease epidemiology
- Disease burden
- Role for functional foods in osteoporosis
- Depression and dementia
- Depression disease definition, symptoms and causes
- Depression: disease epidemiology
- Dementia: disease definition, symptoms and causes
- Dementia: disease epidemiology
- Dementia: disease burden
- Functional ingredients, depression and dementia
- Digestive health
- Disease epidemiology
- Functional foods and digestive health
- Key targets and future outlook
- Chapter 4 Key ingredients in seniors’ nutrition
- Summary
- Introduction
- Ingredients need to find appropriate targets to take them into the mainstream
- Product launch activity
- Ingredient share of product launches
- Disease share of new product launches
- Omega 3
- Introduction
- Benefits of Omega 3 in CVD
- Benefits of Omega 3 in depression and dementia
- More proof is still required of omega-3’s efficacy in treating depression
- Benefits of Omega 3 in sarcopenia
- Benefits of Omega 3 in weight management
- Applications of Omega-3
- Use of omega-3 requires careful approaches
- Dairy products are particularly suitable for incorporation of omega-3
- However functional foods struggle to deliver effective doses of omega-3
- Issues with using Omega 3
- Dosage issues limit omega-3 role as an effective functional food ingredient
- Plant sterols and stanols
- Introduction
- Benefits of sterols and stanols in CVD
- Applications of sterols and stanols
- Issues with using sterols and stanols
- Whey proteins
- Introduction
- Benefits of whey proteins in CVD
- Benefits of whey proteins in weight management
- Benefits of whey proteins in sarcopenia
- Whey proteins aid post-prandial protein synthesis
- Whey protein intake should ideally be a regular part of Seniors’ diets
- Benefits of whey proteins in immunity
- Applications of whey proteins
- Essential Amino Acids (EAAs) and Leucine
- Overview
- Fiber and other weight management products
- Introduction
- Benefits of fibers in weight management
- Benefits of oils in weight management
- Fabuless has been shown to increase satiety and decrease food intake
- Campina’s Optimel prompts satiety and has been successful in the
- Netherlands
- PinnoThin promotes CCK release
- Enova oil may help prevent body fat accumulation
- Benefits of potato products in weight management
- Slendesta Potato Extract uses a protein from potatoes to stimulate
- CCK
- Calcium
- Benefits of calcium in osteoporosis
- Applications of calcium
- Issues with using calcium
- Health claims for calcium are permissible in certain countries
- Vitamin D
- Introduction
- Benefits of Vitamin D in osteoporosis
- Applications of Vitamin D
- Probiotics
- Applications of probiotics
- Coenzyme Q10
- Introduction
- Benefits of CoQ10 in CVD
- Applications of CoQ10
- Other ingredients
- Tea
- Soy
- Ginkgo Biloba
- L-Theanine
- Phosphtidylserine
- Citicoline
- Resveratrol
- Vitamin E & Selenium
- Creatine
- Vitamin K
- Formulating Vitamin K
- Magnesium
- Formulating with magnesium
- Conclusions
- Chapter 5 Conclusions: Major targets for seniors’ nutrition
- A framework for improved targeting
- The potential of the market is not being fulfilled
- Segmentation, diseases and ingredients
- Marketing and strategic factors
- Conclusions
- Appendix
- Bibliography
- Index
- List of Figures
- Figure 1.1: Average life expectancy (years) at birth, 1950-55 to 2010-15
- Figure 1.2: Segmentation framework for Senior consumers based upon health status and willingness to modify diets for health benefits
- Figure 1.3: Senior consumer segments’ interest levels in core product markets serving Seniors’ nutritional needs
- Figure 2.4: Drug recalls and warnings on defective drugs
- Figure 4.5: Share of product launches containing ingredients with particular nutritional benefits for Seniors’ by the type of disease they can help with, 2005-2008
- Figure 4.6: Horizon Organic Milk with DHA & Country Crock Omega Plus (contains ALA)
- Figure 4.7: Silk Soy Milk with plant sterols
- Figure 4.8: Optimel Dairy drink
- Figure 4.9: Enova Oil
- Figure 4.10: Examples of probiotics
- Figure 4.11: Kyodod Nyugyo’s Meito Ichi Kenbi Shukan functional Coenzyme Q10 drink
- Figure 4.12: The Doctors Chocolate and Function Vacation Pacific Coconut with L-theanine
- Figure 5.13: Strategic map for targeting Seniors’ who modify their diet in order to improve their health: consumer segments, disease states and main ingredient targets
- List of Tables
- Table 1.1: Average life expectancy (years) at birth, 1950-55 to 2010-15
- Table 1.2: Millions of people aged 50 years or more around the World*, 1995-2015
- Table 2.3: Global packaged food and drinks sales ($bn), by region, 2000-2009
- Table 2.4: Functional Ingredients and Health Claims Allowed by the U.S. FDA
- Table 3.5: Total cardiovascular disease prevalence and suffer numbers in eight major countries, 2008-2013
- Table 3.6: Total hypertension prevalence and suffer numbers in eight major countries, 2008-2013
- Table 3.7: Cardiovascular disease healthcare costs (€m) for selected European countries and the EU27 overall, 2006
- Table 3.8: Top formulation choices for functional foods targeting CVD risk prevention
- Table 3.9 Functional ingredients marketed for sarcopenia
- Table 3.10: Total osteoporosis prevalence and suffer numbers in eight major countries, 2008-
- Table 3.11: Functional ingredients for osteoporosis
- Table 3.12: Total major depressive disorder prevalence and suffer numbers in selected major countries and regions, 2006-2012
- Table 3.13: Total Alzheimer’s prevalence and suffer numbers in selected major countries and regions, 2006-2012
- Table 3.14: Functional ingredients for memory loss and dementia
- Table 3.15: Total Irritable Bowel Syndrome prevalence and suffer numbers in eight major countries, 2008-2013
- Table 4.16: Share of product launches containing ingredients with particular nutritional benefits for Seniors’ by ingredient, 2005-2008
- Table 4.17: Study results into eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) roles in cardiovascular disease prevention
- Table 4.18: Omega-3 health claims and recommended daily intake by country
- Table 4.19: Functional foods and drinks with plant sterols/stanols
- Table 4.20: Best dietary sources of vitamin D
- Table 4.21: Research-supported effects of probiotics and their functional properties
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