Forecasted global aging trend drives surge in supplement innovation

14 May 2024 --- With the global population of over 60 expected to double in the next two decades, supplement manufacturers have their R&D work cut out, formulating active nutrition products that are multifunctional and build the consumer up from the inside out. We get a glimpse of the future of product innovation in the specialized nutrition for active aging category through the perspectives of Cargill, FrieslandCampina Ingredients, Kaneka and Balchem experts. 

“By 2050, the world’s population of people aged 60 years and older will double to around 2.1 billion. As the world ages, the importance of nutrition in promoting physical, cognitive function, and overall well-being is becoming increasingly important,” Eelco van Oosterbosch, global marketing leader at Cargill, tells Nutrition Insight.

“Life expectancy is increasing and people want to live longer, active lifestyles in better health with a focus on adding years to life and life to years.”

Medical advances have led to public health and nutrition improvements, facilitating a maturing population’s growth. “People are not just living for longer; they’re looking to age well, too. As such, the active aging market is booming as this demographic increasingly seeks out ways to stay physically and mentally well as they grow older,” says Filip Van hulle, general manager of Kaneka Nutrients Europe.

The proactive plant-based approach
However, consumers are not only interested in getting older but living well. FrieslandCampina Ingredients’ global marketing director for performance, active and medical nutrition, Vicky Davies, weighs in: “This is driving older consumers to focus on how their diets can provide them with the support they need to live healthier and be active for longer, which is where active aging solutions come in.” 

There will be more than 1.5 billion people over 65 years by 2050, calling for adequate nutrition solutions to be brought to market.“But the concept of healthy or active aging is not only something people are considering later on in life; even much younger consumers are beginning to explore proactive ways to support their well-being as they age.”

While whey protein, carbs and fats are still the critical building blocks of active nutrition, plant-based proteins are emerging in new launches to meet the consumer demand.

“As a protein supplier, we offer pea protein solutions answering manufacturers’ functional needs and to consumer aspirations. This consists of a versatile range of standard and hydrolyzed pea protein isolates that are rich in high-quality protein, mild in flavor, and that do not need an allergen declaration,” says Van Oosterbosch.

Jessica Arnaly, senior marketing and business development manager at Balchem Human Nutrition and Health, notes that a key evolution in active aging is the surge of convenient formats. 

“As people aim to adopt everyday habits to maintain a healthy life for longer, creating products that seamlessly fit into their routines can help them achieve this goal. But ‘convenience’ extends beyond on-the-go solutions such as gummies, ready-to-drink beverages or bars,” says Arnaly. 

“It also means offering multifunctional products that promote holistic wellness without the need for an array of pills and capsules. This is easier said than done — the interaction of various nutrients and dietary components can impact ingredient absorption and efficacy, hindering individuals from getting the full benefits.”

Balchem aims to formulate high-quality, science-backed ingredients that optimize nutrition for active living and overall wellness and longevity. It aims to provide essential nutrients commonly under-consumed to support bone, joint, heart and cognitive health concerns.

“Following a series of strategic acquisitions, we’re now exploring how to leverage the synergies between our Human Nutrition and Health portfolios, helping our clients lead the way in the nutrition industry with next-generation solutions,” Arnaly says.

“Consumers seeking nutritional solutions in the active aging category want products that address major aging-related health concerns like mobility, covering bone and joint health as well as heart health, cognitive health and skin health.” 

Application concepts
Kaneka’s vision for its ubiquinol (Kaneka Ubiquinol) is to support consumers with every facet of active aging in convenient delivery formats, from skin and heart health to joint and mental health. The company recently developed various new application concepts to inspire manufacturers to create efficacious formulations using their ubiquinol. 

“For example, we developed an application called UB Daily Senior, an easy to swallow daily softgel capsule that provides older adults with a daily dose of Kaneka Ubiquinol to prevent cell aging,” Van hulle explains.

“We are also collaborating with other key players in this space to explore how ubiquinol can work in synergy with other on-trend ingredients. For example, one of our prototype applications is UB-Glow, a gummy which contains 30 mg of Kaneka Ubiquinol combined with 1 g of Verisol by Gelita to support skin cells for a revitalized appearance and healthy glow.”

Supplement experts pinpoint plant-based ingredients as the direction the market is moving.FrieslandCampina Ingredients believes the industry should recognize the older population’s needs and develop products that resonate with them. “For example, with the creation of nutrient-dense, easy-to-swallow formulations like health shots, or providing a moment of indulgence with gummies. By making better nutrition more accessible, we hope to appeal to consumers of all ages and future-proof health for many years to come,” Davies notes.

She identifies muscle maintenance, immunity, cognition, gut health and strength as high-priority factors in the active aging segment. “Older adults want to enjoy life to the fullest for as long as possible and they understand that maintaining strength, balance and mobility is essential,” says Davies.

Cargill also focuses on developing and scientifically substantiating plant-based nutrition solutions across various life stages. “Our nutrition solutions play a key role in giving people that vitality for life in later years,” says Van Oosterbosch.

“We have a comprehensive range of essentials and health-promoting innovations that deliver functional benefits to support general health and well-being, muscle mass and bone health, mobility, cognition and the gut. Think of choline to benefit cognitive health as just one example.”

Clean label and convenient
More supplement consumers are interested in products endorsed by science and clean label claims because they consider it more trustworthy, notes Balchem’s Arnaly. 

“Nutritional solutions with approved health claims for the major age-related health areas, backed by solid scientific substantiation from clinical trials and clean label claims, are the most valued by the industry,” Arnaly explains.

“Staying mobile throughout life is fundamental to active aging, and for individuals looking to support their mobility, collagen is a ‘hot’ ingredient in this space. Collagen is a protein that plays a crucial role in supporting the structure and function of various body tissues, including the skin and joints.” 

Davies points out that brands are aware that the needs of seniors differ from those of other age groups and are developing products in line with this. “Formats like health shots and RTDs hold appeal for older adults, as they’re quick and easy to consume and match older adults’ often reduced appetites,” she says. 

“Multifunctional products are also on the rise in this segment, since seniors are more likely to have other health conditions, helping to reduce the number of nutritional products, like supplements, that they consume daily.”

She concurs plant proteins have become a good option for formulating high-protein products because they do not compromise consumers’ dietary preferences.

By Inga de Jong