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Targeting the Ageing Population with Healthy Food and Drinks: Future Product Opportunities and Trends in NPD
Scripp Business Insights, December 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.
Targeting the Ageing Population with Healthy Food and Drinks
Growth opportunities in healthy food and drink for seniors
Innovation and NPD
Chapter 1 Introduction
What is this report about?
Seniors have different nutritional needs to other age groups
Perception of healthy eating habits dispelled
Chapter 2 Growth opportunities in healthy food and drinks for seniors
Afflictions of the elderly
Anti-ageing and appearance
Functional and fortified offers solution for seniors
Probiotics, prebiotics and synbiotics
Chapter 3 Innovation and NPD
Category analysis of NPD
Growth in NPD
Quick, convenient and easier to consume than the real deal
Popular protein-based drinks to build muscle mass
Bakery and cereals
NPD highlights in Europe
NPD highlights in Latin America
NPD highlights in North America
Top 10 ‘ones to watch’ over the next two years
Innovation profile of key players
Nisshin Oillio Group
Chapter 4 Key trends
Targeting golfers – retired or otherwise
Economy foods versus super-premium
Targeting men and women as individuals
Chapter 5 Conclusions
Ingredients: protein-based products prove popular
Regional analysis: Asia storms ahead
Category analysis: soft drinks and bakery
Functionality and convenience
Health inside and out
List of Figures
Figure 2.1: Bone health targeted by cereal brands in China
Figure 2.2: Black Cow Oatmeal and P&G’s Fibersure
Figure 2.3: Meito Ichi Kenbi Shukan Coenzyme Q10
Figure 2.4: Products targeting diabetes in old age
Figure 2.5: OleoMasia Esencial Plus Omega 3 Oil
Figure 2.6: Wysong Whole Protein Shake Mix
Figure 3.7: Percentage share of healthy food and drinks targeted at seniors launched by category, 2004-2007
Figure 3.8: Percentage growth in senior targeted products launched in global healthy food and drinks categories, 2004-2007
Figure 3.9: Fancl Otona no Bikotsu Functional Drink
Figure 3.10: Protein-based soft drinks that target the elderly
Figure 3.11: ‘Good Earth Foods’ Diet Cereal - Fruit ‘N’ Fiber
Figure 3.12: Sales growth potential of key consumer groups for bakery and cereal manufacturers over the next 5 years
Figure 3.13: Romi Vital
Figure 3.14: Calbee Sozai Meguri Shunsai Gobo
Figure 3.15: House Foods: House Yasashii Shokutaku Kizami Kombu no Matsutake Gohan
Figure 3.16: Percentage share of healthy food and drinks targeted at seniors launched by region, 2004-2007
Figure 3.17: NPD in Europe - Redlefsen Aktiv and Cholesterinbewusste Ernahrung
Figure 3.18: NPD in Latin America - Nestlé Nutren Optimum
Figure 3.19: NPD in North America - Natrel Omega-3 Enriched Milk and V Fuzion Enhanced Vitamin H2O
Figure 3.20: Fancl Hatsuga Kome Kenko Hop Rice
Figure 3.21: Latest product launches from Kagome
Figure 3.22: Latest product launches from Nisshin Oillio
Figure 4.23: Kissei Pharmaceutical’s Kissei Mousse Agarori
Figure 4.24: Megmilk Me Iki Iki Lutein Power and Terumo Tapion Alpha
Figure 4.25: Resealability, freshness and easy-to-open and close packs are of huge importance to elderly consumers
Figure 4.26: Argin Z Gold by Calpis
Figure 4.27: Indulgent foods with functional benefits can heighten the appeal of ‘healthy’ foods – Shiki no Wagashi
Figure 4.28: Anti-Ageing O2
Figure 4.29: Kagome Petit Pasta Genovese
List of Tables
Table 1.1: Population over 60’s, m, 2005-2010
Table 1.2: Fertility rates in Europe, 2004
Table 2.3: Prevalence of osteoporosis in postmenopausal women and men over 50 across seven major markets, 2005
Table 2.4: Prevalence of rheumatoid arthritis across seven major markets 000s, 2003–2010
Table 2.5: Prevalence of cardiovascular disease across seven major markets, 000s, 2005
Table 2.6: Estimated prevalence of hypertension across seven major markets, 2005–10
Table 2.7: Prevalence of Type 1 & 2 diabetes across seven major markets, 2004-5
Table 2.8: Prevalence of Alzheimer’s disease by gender and age, US
Table 2.9: Prevalence of Alzheimer’s disease by gender and age, Europe and Japan
Table 2.10: Functional food and drink share of volume consumption by age group, Europe & US, 2004
Table 3.11: Top 10 flavours in healthy food and drinks targeted at seniors
Table 4.12: Top 10 product tags on healthy food and drinks targeted at seniors, 2005-2007
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