The Future of Senior Nutrition: Key ingredients, strategic issues and targeted opportunities for older consumers

Date: November 22, 2009
Pages: 137
US$ 4,795.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: F4F070C4B20EN

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The Future of Senior Nutrition: Key ingredients, strategic issues and targeted opportunities for older consumers
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

1. What strategies should companies use to better understand the Senior market?
2. How can companies accurately market their product to Seniors?
3. What factors make Senior consumers choose a functional food?
4. What are the most exciting ingredients with tremendous future growth potential?
5. Is there any overlap between functional foods and pharmaceutical drugs?
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


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


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


Cardiovascular disease (CVD)
  Disease definition and causes
  Disease epidemiology
  Disease burden
  Functional foods and CVD
  Disease definition, causes and health consequences
  Disease epidemiology
  Disease burden
  Functional foods and Obesity
  Disease definition, symptoms and causes
  Sarcopenic obesity
  Disease epidemiology
  Disease burden
  Functional foods and sarcopenia
  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


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
  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
  Benefits of sterols and stanols in CVD
  Applications of sterols and stanols
  Issues with using sterols and stanols
Whey proteins
  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
Fiber and other weight management products
  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
  Benefits of calcium in osteoporosis
  Applications of calcium
  Issues with using calcium
  Health claims for calcium are permissible in certain countries
Vitamin D
  Benefits of Vitamin D in osteoporosis
  Applications of Vitamin D
  Applications of probiotics
Coenzyme Q10
  Benefits of CoQ10 in CVD
  Applications of CoQ10
Other ingredients
  Ginkgo Biloba
  Vitamin E & Selenium
  Vitamin K
  Formulating Vitamin K
  Formulating with magnesium


A framework for improved targeting
The potential of the market is not being fulfilled
Segmentation, diseases and ingredients
Marketing and strategic factors


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


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, 2008-2013
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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