Bryan Urbick of Consumer Knowledge Centre: Functional beverages are the fastest growing functional food categories globally, with anti-ageing and energy products showing the biggest growth over the last five years. By the year 2025, approximately 40% of the ‘Western world’ will be either under 15 years or over 65 years of age. Yet, remarkably, this growing market of consumers over the age of 65 is, for the most part, being ignored.
As the generation of the 1950s is advancing in age, it’s redefining what it means to be old. These people feel younger than any previous elderly generation in developed countries, are characterised by prosperity and a strong desire to remain healthy, active and good-looking.
Their purchasing habits are also markedly different from previous generations. They have a preference for natural botanical ingredients – plant ingredients being preferred to animal-derived ingredients. Prime timers (as senior citizens are more affectionately referred to) do, however, have certain needs based on their age. Anything that a product can do to mitigate any loss of ability (caused perhaps by arthritic conditions, degenerating eyesight, etc) will most certainly be appreciated by this independent generation.
The difficult thing about targeting this consumer segment is that it cannot be done on age alone. It’s unlikely you will find familiar patterns across the board, since there can be such a wide differentiation. For many, their lifestyles will be so dissimilar that if you talk to one as if he or she acts like others, the message will not be perceived as being sincere, neither will it be motivating. However, there are most certainly underlying needs that are shared. For marketers who are targeting prime timers, it is most important to understand the lifestyles and life drivers, and not target them as one homogenous group.
In our work with children, we’ve found that the major drivers are control, aspiration and the stated desire to create excitement and stretch boundaries. Except for stretching boundaries, the same drivers were evident for mature adults as well. There seems to be a fear, as we age, of losing control: “someone else is more involved in the important life decisions, income is often fixed, and we have less and less control of our health”.
We’ve observed a desire to recall, and in some ways relive, positive memories. There is considerable mileage to be gained by documenting and understanding strong collective memories of kids – particularly those shared with various consumer products – and later using these in the development of products for the mature adults segment. We have found this to be particularly so in the food and beverage sector.
These collective sensory and memory experiences are highly likely to be valuable through all life stages, and we can better grow with our consumers, meeting their emotional needs as they mature and age. There are many good examples of products that have achieved this, though the success was probably by accident more than design. However, we can now achieve this objective.
Whereas taste is an important consideration with kids, it’s an equally important consideration with mature adults. One product to be evaluated was a wellness water. I’ll never forget the response of one participant. Her distinctive voice, rasping her reaction: “If this is wellness, I’ll stay sick!” She reminded me of the clear importance of great taste and consumption acceptability, no matter what the health claim. “Because we’re old, doesn’t mean we’re dead and can’t taste!” she continued.
Based in Paris, Caroline Nègre has been RHC marketing manager at Rousselot SAS since 2008. She has experience in marketing dietary supplements, weight management products and cosmetics and has a degree in biotechnology.
As the population ages, two of the major health concerns are osteoarthritis and osteoporosis, leading causes of pain and disability. The intake of hydrolysed collagen leads to a significant increase in bone mass and the reduction of fractures in osteoporosis sufferers. This effect has been demonstrated by a number of scientific studies by manufacturer Rousselot, two of which will be revealed at Vitafoods this year.
Products containing collagen are also now used for skin nutrition to maintain youthful and vibrant skin. Skin is the primary visual indicator of general health and also an external indicator of ageing. As the population ages, there has been increased interest in the skin health market.
Peptan hydrolysed collagen plays a bioactive role in specific areas:
Flavoured Collagen Beauty Booster sticks have been developed in partnership with Laboratoire PYC, a specialist in dietary products and food supplements. The case containing the two sticks represents 10g of hydrolysed collagen, the recommended daily allowance for the skin to reap the benefits of this ingredient. The powder dissolves easily in water and is pleasant on the palate.
Peptan Collagen Concentrate is a 33% concentrated solution of hydrolysed collagen. It has been developed and packed by novaPHARM Laboratoire. Delivered in Unicadoses ampoules in packs of three, to provide the recommended daily allowance. The solution instantly dissolves in hot or cold drinks or yogurts, for example, and has a pleasant flavour.
Details of two clinical studies to measure the effectiveness of Peptan hydrolysed collagen on skin health will be released at Vitafoods on stand 348.
The double-blind randomised clinical studies vs placebo were carried on 80 healthy, female subjects aged between 35 and 59. They were carried out by Dermscan in France and Souken in Japan, two global independent research organisations specialising in cosmetics and nutrition.
Moisturising and anti-ageing effects as well as tolerance were measured using leading technologies. The research results verify that regular intake of Peptan hydrolysed collagen improves the basic skin condition and structure – the skin is better hydrated, the number of micro relief furrows are reduced and the formation of deep wrinkles is prevented.
The 50+ concept is Frutarom’s response to the world’s fundamentally changing demographics. This flavour and ingredients supplier provides great-tasting product concepts that are specifically tailored to an age group that’s looking for premium taste and quality, as well as for authenticity and additional health benefits.
The days when consumers aged 14 to 49 were considered to be the most relevant target group are definitely over. The 50+ age group, the most solvent and health-conscious consumers around, will soon also become the largest sector of the population. Already, every second euro is spent by a ‘golden ager’. So, attracting this consumer group’s attention to functional yet good-tasting products will be a decisive factor in any food manufacturer’s success, today and tomorrow. Compared to other consumer groups, this target group has a higher spending capacity per head and is willing to pay more for premium products.
Products with added value gain most attention from 50+ consumers when they address the following four key issues: a healthy cardiovascular system, mental agility, bone health and balanced digestion. To satisfy demands, Frutarom has developed a range of concept applications.
To support cardiovascular health, Frutarom has developed a juice drink with a high superfruit and antioxidant content, containing artichoke and red vine leaf extract. Artichoke leaf has apparently been used since Roman times to improve digestion. The history of red vine leaf goes back a long way. From a pharmacological point of view, the polyphenols contained in the leaf are protective substances which are abundantly present in red wine and responsible for the so-called ‘French Paradox’.
This term refers to the phenomenon of the relatively low incidence of death in France due to coronary heart disease. This despite the fact that the country’s prevalence of risk factors such as a diet high in saturated fat, high cholesterol levels, high blood pressure and smoking are just as high as in other countries. Traditionally, red vine leaf extract has been a supporting factor to treat venous insufficiency and disorders of the vascular system.
Wild green oats have long been documented for their positive effects on mental fitness, and evidence of their use dates back to the Middle Ages, when they were commonly used to boost cognitive function, enhance mood and combat chronic fatigue. Frutarom has substantiated these effects in Neuravena (EFLA955). This extract, derived from a specially selected variety of the Avena sativa L plant, has been shown in a human clinical study to have a significant effect on brain activity, and to have beneficial effects on mental fitness and stress resistance. The soluble ingredient, which was launched in 2006, can be used in a wide range of applications, from instant drinks and other beverages to tablets and capsules.
Every woman enters the menopause at some stage. However, not every woman has to endure postmenopausal symptoms such as hot flushes and osteoporosis. We can look at Asia for the proof: Japanese women are spared these symptoms to a much greater extent than Western women. Scientific research has linked this to the fact that the Japanese population traditionally has a high intake of soy, which is rich in isoflavones. Frutarom’s SoyLife, a product derived from the soy germ (and not the whole bean), demonstrates the same effects as pure soy, but can be ingested in a more convenient way.
Well-tested in traditional Asian nutrition and proven in numerous scientific studies, soy is believed to provide relief from postmenopausal symptoms and deliver a long-term solution for osteoporosis prevention, both in men and women and from childhood onwards.
A pilot study shows that Aquamin, Marigot’s natural multi-mineral ingredient, may help sufferers of osteoarthritis of the knee. The double-blind, placebo-controlled study investigated the impact of Aquamin on range of motion (ROM), six-minute walking distance (6MWD) and pain and joint mobility measured by the Womac osteoarthritis index. Although there are no significant differences in Womac scores, the data reveals significant improvements in passive and active extension ROM and 6MWD in the Aquamin group compared to the placebo group, suggesting a potential treatment effect for Aquamin.
Aquamin is a natural, multi-mineral ingredient derived from the red seaweed Lithothamnion corallioides. Rich in calcium, magnesium and 74 other trace minerals, Aquamin can be used in a wide variety of food, beverage and dietary supplement applications. All products in the Aquamin range are 100% natural and suitable for vegetarians and vegans.
Tomato lycopene and carotenoids have been found to be beneficial for preventing osteoporosis, according to new research. A USDA-funded study followed the 370 men and 576 women who had taken part in the Framingham Osteoporosis Study over 15 years ago. These subjects completed a food frequency survey between 1988 and 1989 and were monitored for hip fractures until 2005 and for non-vertebral fracture until 2003. Subjects with a higher intake of lycopene were found to have a lower risk of hip fracture and non-vertebral fracture. Israel-based company LycoRed has just received EU approval for marketing Lyco-mat lycopene complex.
Fortigel is said to stimulate cartilage cells and enhance synthesis of cartilage tissue and so fights the cause of osteoporosis rather than just targeting the symptoms of the problem. According to Gelitta, after simple pain killers and chondroitin/glucosamine, which at best only affect 25% of the cartilage, Fortigel could well be called ‘The Third Generation of Joint Care’. Its effect has been confirmed in numerous international preclinical and clinical studies conducted by independent research institutes, such as the Collagen Research Institute in Kiel, Germany, and Harvard and Tufts University, both near Boston.
Together Health drinks were launched in November 2008 to guard against ageing, provide energy and help detox and digest. Each drink includes a carefully selected vitamin- and mineral-rich superfood combined with high levels of additional supplements to target specific health functions, all natural and all packed into a 150ml bottle along with a range of tasty fruits.
Acai Age Defence uses the Amazon’s acai berry along with ginkgo biloba, omega-3, lutein and green tea, each ingredient playing its own role in guarding against ageing from within.
Aloe Vera Detox Digest combines traditional aloe vera with milk thistle, artichoke, prebiotic fibre and ginger to help detox the body naturally after overindulgence or when the digestive system needs a boost.
Goji Natural Energy includes ingredients that help provide sustained energy using the goji berry, ginseng, carnitine, coenzyme Q10 and liquorice to alleviate tiredness or a mid-afternoon energy slump.
OmniActive Health Technologies, a global innovator in stabilised and functionally active forms of nutritional ingredients, has secured patents in Australia, Canada and Japan for its process technology for lutein in free form.
Lutein and zeaxanthin isomers belong to a group of carotenoids known as ‘xanthophylls’ and are said to possess powerful natural antioxidant properties associated with several health benefits. According to OmniActive, a large number of studies have shown that a higher dietary intake of lutein and zeaxanthin improved visual function and lowered the risk of age-related macular degeneration.
Norwegian fish oil specialist Pharmalogica manufactures high-dose omega-3 juice drinks Smartfish and MyOmega. The carbonated mandarin and lychee flavoured drink MyOmega, delivers 300mg of EPA (eicosapentaenoic acid), 200mg of DHA (docosahexaenoic acid) and 100mg of DPA (docosapentaenoic acid).
Smartfish delivers similar omega-3 quantities. Pharmalogica uses fish oils from Norwegian company Marine Harvest Ingredients. Pharmalogica co-founder, Janne Sande Mathisen, said patented emulsion technologies allow inclusion of omega-3s at high doses with minimal formulation issues. The use of high-antioxidant fruit juices such as apple, pear, pomegranate and aronia as well as whey protein isolates, rosemary extract and natural tochopherol help the process.
“In the carbonated product, the carbonation itself is an active ingredient because it helps keep the fish oils fresh by fighting oxidisation,” said Mathisen. “The challenge with high-dose products is keeping the fish oils fresh and this product does that.”
Non-carbonated Smartfish and MyOmega have a shelf life of three months.
You can’t see it and you can’t feel it, but hypertension – high blood pressure – is the most common illness of our times. Left untreated, it can put health at serious risk, eventually leading to heart disease, strokes and even kidney failure. Recent research at St Bartholomew’s and the Royal London Hospital showed that drinking 50cl of beetroot juice caused blood pressure to drop within an hour and stay low for the following 24 hours.
Lawrence Mallinson, MD of James White, producers of Beet It, said: “Beetroot juice has been attracting a lot of interest since the publication last year of research showing that it can lower blood pressure by a significant margin within an hour of drinking. More research is being done exploring these remarkable findings and further findings are likely to be published later this year.”
New Jersey-based Regeneration USA has added Jiaogulan Tea of Life to its organic line of anti-ageing products. For hundred of years in China, this regeneration tea has been long valued as ‘The Herb of Immortality’, where the highest number of centenarians (people living over 100 years old) were found to drink spring water infused with Jiaogulan. Regeneration’s Tea is 100% organic, 100% antioxidant, 100% adaptogen herb and 100% caffeine-free.
“Jiaogulan promotes cardiovascular health, healthy blood pressure, healthy digestion, strength, endurance and immunity,” said Justin Chernalis, founder of Regeneration USA. “It’s in a rare class of herbs called ‘adaptogens’ that help your body without causing any harm or imbalance.”
Jiaogulan is especially helpful in building the body’s natural resistance to stress. The amazing effect it has on cardiovascular health has earned it the title of ‘the herbal heart defender’ as per Prevention.com.
**Read this article in full in the new issue of Beverage Innovation.**
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