Life expectancy is dramatically rising around the globe and therefore, there is an increasing need to tackle the ageing generation. However, key ageing-related positionings, such as cardiovascular health and bone and joint health, need reinvigorating, as they are the largest segments but both showing disappointing performance. This report delves into the opportunities and challenges to revive these categories, with a focus on the naturally functional trend as well as education as a key tool to e
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Life expectancy is dramatically rising around the globe and in particular “Baby Boom“ cohorts are becoming more and more important. Therefore, there is an increasing need to tackle the ageing population.
Ageing goes together with health challenges but it can be a positive process if the right approach is taken. Following a healthy diet is key and this brings opportunities for food and drinks manufacturers through prime positioning. Cardiovascular health and bone and joint health, valued at USD8.2 billion and USD15.7 billion, respectively, in 2016 at a global level, are the largest segments and the ones in need to be revived since both showed sharp decline over the review period.
The lack of innovation, partly due to strict health claims regulation, have made manufacturers to be heavily reliant on a limited number of ingredients. Bone health positioning, for example, has not moved successfully beyond dairy or FF juice with established brands such as Tropicana and Minute Maid accounting for 45% of bone health positioned beverages at a global level in 2016. Therefore, there is a need to innovate in these areas following on the naturally functional trend.
To revive the bad performance of bone health- and heart health-positioned foods and beverages there is two main approaches: innovate with products that are naturally rich in ingredients with approved health claims or explore newer superfoods such as moringa or curcumin and invest in strong science for future health claim approvals. Moreover, education is essential as well as engaging with the consumer from a more personal and emotional perspective.