Two in every five consumers are seeking to improve their bone health with calcium- and vitamin D-enriched products, new research from Canadean has suggested.
The findings present “ample opportunity for brands to help prevent or manage this rapidly growing health concern,” the market insights provider said. But it also claimed that there was further to go in convincing consumers of all ages that calcium and vitamin D were important aspects of a healthy diet.
The research found that one in three UK consumers were concerned about osteoporosis, a condition characterised by a weakening of the bones; more than 40% wanted to improve their bone health over the next 12 months; and the age group most concerned about bone health was the over-55s, with women showing a significantly greater chance of expressing concern than men (39% compared to 25%).
The statistics were presented at a time when production of dairy and soy products are expected to increase by 45bn tonnes over the next four years.
Canadean analyst Veronika Zhupanova said: “Awareness of osteoporosis is improving, leading older consumers to keep an eye out for food and drink products designed to help them maintain their bone health.
“At the moment, 33% of British consumers are concerned about osteoporosis; but this number will rise as more consumers become aware of the importance of improving bone health while they are young in order to prevent problems in the future.”
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