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Targeting the Ageing Population with Healthy Food and Drinks: Future Product Opportunities and Trends in NPD
Business Insights, Dec 2007, Pages: 97
The food and drink industry continues to overlook the NPD opportunities associated with an ageing population. As life expectancies lengthen and the average age rises, there is an associated increase in the prevalence of many lifestyle diseases. This presents an opportunity for food and drinks manufacturers to develop functional products specifically aimed at older demographics. Targeting the Ageing Population with Healthy Food and Drinks is a new management report that examines NPD and market trends, and pinpoints opportunities for targeting seniors in Europe, Asia-Pacific and the Americas. This report analyzes the key trends affecting, the seniors’ health market including functional, anti-ageing and convenience. Develop more effective innovation strategies for targeting seniors using this report’s analysis of trends in NPD by category, region, product tag and flavour.
Key issues examined by this report...
-Health concerns. The prevalence of serious illnesses increases with age. Healthy eating and lifestyle changes can help prevent certain diseases. Successful products will be those that can boost the immune system over time, as well as offer quicker fixes.
-Functional food and drinks consumption is below average amongst those aged over 50 years. In Europe in 2004, 37% of functional food and drink consumption (volume) was attributed to the over 50’s. Most functional products are aimed at the biggest demographic which is those aged 25-49 years old.
-Missed NPD opportunity. Snacks, ready meals, confectionery, bakery and cereals all experienced a decline in the share of healthy products launched targeting the over 50s between 2004 and 2007. Only soft drinks experienced NPD growth.
-Inertia. Elderly consumers are unlikely to be interested in dramatically changing their eating habits. However, those aged 50-65 years old show a stronger interest in experimentation.
This new report will enable you to...
-Identify the key epidemiological trends in the seniors market based on this report’s disease prevalence data by age and gender, including forecasts to 2010.
-Predict future market growth levels with this report's forecasts of the over 60’s population across the United States, Japan and key European markets to 2010.
-Understand the strategies of leading innovators that target senior consumers using this report’s analysis of recent NPD activity of Kagome, Fancl and Nisshin Oillio.
-Improve the effectiveness of your NPD strategies with this report’s analysis of innovation by trend, category and region using global Productscan data of healthy product launches aimed at seniors between 2004 and 2007.
-Quantify the size of the seniors’ functional food and drinks market across Europe and the United States with this report’s analysis of consumption by volume.
Your questions answered...
-Which European countries will have the largest senior populations in 2010?
-What were the most exciting and innovative new product launches aimed at seniors in the last 12 months?
-What are the the major health concerns of senior consumers in Europe, Japan and the United States ?
-Which flavours and ingredients are most popular in healthy products that target seniors?
-What packaging innovations are targeting older consumers?
-How will the increasing prevalence of age-related illnesses affect demand for healthy food and drinks?
Some key findings from this report...
-‘High protein’ was the number one product tag/description found on the packaging of healthy product launches targeting senior consumers in 2007. More consumers are now aware of the relationship between protein intake and muscle mass, which can aid walking and reduce pain and fatigue.
-Over 10 million people in the United States aged over 50 were suffering from osteoporosis in 2005. Of this number 1.8 million were men.
-Apple was the most common flavour in healthy food and drinks targeted at seniors launched between 2004 and 2007. Fruit and vegetables dominate the top 10 flavours.
-Increased leisure time presents new opportunities for targeting the ageing population. Companies are starting to exploit the growing popularity of golf particularly among older men.
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