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Aging well: Targeting seniors' needs

Nov 2017

The food & beverage industry is responding to the growing aging population by increasingly launching products with changed formulations and health claims, targeting not only seniors but all different stages of life. The main concerns of senior consumers are brain health, heart health and mobility, while adults in general mostly focus on beauty, immune health and weight management. More healthy and functional ingredients, such as collagen, omega 3 and beta-glucan, are being applied in a wide range of product categories, providing consumers with diversified healthy options.

Primal Kitchen Macadamia Sea Salt Bars Made With Grass-Fed Collagen (US)
Sun Fed Ranch Chicken Bone Broth (US)
Jubi Birch Water With Nettle Flavor (UK)
Optimel Diamond High Calcium Low Fat Nutritional Formula Powder For Ages 60+ (Hong Kong)
Bare Organics Alfalfa Grass Powder (New Zealand)
New Choice Pitted Prunes California (Thailand)
Fruit D Or Demi Sel Omega 3: Slightly Salted Light Margarine With Omega 3 (France)
Dermisis Cadio Plus Mpiskota Me 4 Dimitriaka: Biscuits With 4 Cereals (Greece)
Gerlinea Repas Minceur Complet Barres Au Chocolat: Complete Slimming Meal Bars With Chocolate (France)
Carbzone Low Carb Protein Packed Fusilli Pasta (Finland)

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Optimel Diamond High Calcium Low Fat Nutritional Formula Powder For Ages 60+ (Hong Kong). For cognitive health, heart health and physical mobility. Low fat. High calcium. Optimel 60+ Diamond delivers tailored nutrition for your age to maintain cognitive, heart health and physical mobility. Triple Action System: contains key nutrients that work together. Calcium and vitamin D contributes to the maintenance of normal bones. Vitamin C contributes to collagen formation for the normal function of cartilage. Protein contributes to the maintenance of muscle mass. Vitamin B6, vitamin B12 and folic acid contributes to normal psychological functions, which encompasses cognitive function. Contains 50mg of DHA per 100g of formula powder. Vitamin B1 contributes to the normal function of the heart.

Infant nutrition manufacturers are introducing new products to the market and reformulating existing ones with clean label claims such as natural, organic and palm oil-free. Another trend is vitamin fortification with vitamins C and B1 being the top ingredients for infant nutrition. These additions can attract consumers who are interested in the convenience of store-bought baby food but concerned by possible health impacts.
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Supplements are long known to help with mood and sleep. Soothing and calming blend of ingredients can help to relax after a stressful day and fall into quicker sleep. Manufacturers are also aware that consumers check the labels of supplements and together with additional health benefits offer clean label claims, vegetarian or vegan products.
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Consumers are gravitating towards more health-conscious alternatives when choosing their nutrition options. Supplements that are free of preservatives and synthetic chemicals and those that include simple, transparent ingredients are now becoming more desirable to consumers. These supplements not only deliver beneficial nutrients but are also crafted to avoid any possible health risks.
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Worldwide, there has been a notable increase in people doing sports to care for their bodies. As such, many have turned toward protein-rich products to aid and enhance their muscle recovery, get a boost of energy before and after workouts, and perform better overall in their day-to-day activities. Most of these products are either sugar-free, low sugar or have natural sweeteners, which points to a growing interest in such products. 
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Even though tablets and capsules are still dominating the supplement market, there has been a rise in products that provide other ways of delivering nutrition to consumers. Powders, shots, and jellies are alternatives to pills, with the production of gummies growing over CAGR: +67% in the span of five years (CAGR, 2017-2021).
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Sports performance boosters are experiencing significant growth of +22% (Global, CAGR 2017-2021). Though energy/alertness claims lead, indulgence claims foray their entry at a fast pace with an average annual growth of +29% (Global, CAGR 2017-2021). From an ingredients point of view, besides high and quality protein content and sugar reduction, the removal of stimulants such as caffeine or taurine is gaining more importance to avoid the “crash” after the “boost”. Watch-out for vegan friendly and probiotic ingredients foraying their entry in the segment and setting examples of alternative ways to boost performance.
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