Active ingredients are a primary driver of senior nutrition purchases, DuPont Nutrition & Health survey reveals 

24 Oct 2018 --- Active ingredients are a primary driver of senior nutrition purchases, according to a DuPont Nutrition & Health consumer survey on the top health concerns of European seniors. Presented in a whitepaper, entitled Healthy aging: Understanding senior consumers and how to meet their nutritional needs, the findings reveal an array of opportunities to develop targeted nutritional products for active adults as they age. 

A total of 900 active seniors aged 60 to 75 participated in the survey, which was conducted in Germany, Italy and the UK. More than 73 percent said they followed a balanced diet, and close to 68 percent stated that active ingredients are the main driver when they buy nutritional food products.

“A growing number of manufacturers are already acting on the opportunities to aim new food products at the healthy nutrition market. With our survey, we wanted to understand the main health concerns of the senior consumer group, which kinds of nutritional products they already buy and what triggers their purchases. Such insights help define the best market positioning for new products,” says Leonardo Rubio Anselmi, Regional Beverage and Bars Marketing Manager at DuPont.

The survey asked participants to consider the nutritional/fortified products they currently consume and what drives their purchases. Across all three countries, seniors stated that active ingredients are the top purchase driver – 62 percent in Germany, 81 percent in Italy and 60 percent in the UK. The secondary driver in Germany and Italy is past experience, while in the UK, price takes second place.

Purchases of nutritional/fortified products include protein shakes and smoothies, protein bars, vitamin drinks, milk protein drinks, protein powders and vitamins – primarily consumed as a morning snack.

Many seniors are aware of how ingredients such as protein, probiotics and prebiotics can help maintain good health. For example, protein is recognized for its contribution to muscle mass, and there is a certain level of knowledge about the role of probiotics in immune and digestive health. Prebiotics are known, but to a lesser extent, the survey showed.

DuPont has sought to use the insights in healthy aging ingredient solutions that deliver documented benefits for muscle, digestive and immune health in appealing food formats. The company has developed a series of concepts to demonstrate the application opportunities with its healthy aging solutions. Other functional ingredients, including stabilizers, sugar replacers and texturants, ensure the concepts are as appealing as they are nutritious.

“We know, for example, that senior adults need to consume 1.2g of protein per kilo body weight a day and take regular exercise to maintain their muscle mass. By consuming probiotic cultures and prebiotic fiber, they also support a good gut balance, which is key to a well-functioning digestive and immune system,” says Jane Whittaker, Regional Beverage Application Lead.