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Strategy Briefing

Healthy Ageing: Opportunities In Cardiovascular and Bone Health Positioned Foods and Beverages

May 2017

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Population is ageing by leaps and bounds

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.

Cardiovascular health and bone and joint health positioned products need reinvigorating

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.

A need to reformulate products targeting the ageing segments through natural ingredients

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.

The importance of health claims to build trust behind brands as well as engage with consumers

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.

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Introduction

Scope

Objectives of the global briefing

Key findings

Targeting the Ageing Consumer

Population is getting older around the globe

Baby Boomers push up the median age of population

Life longer, live healthier

The ageing population, richer than other segments

Old is the new young

Good nutrition for body and mind

Prevention outperforms treatment

Functional food and drinks dominate demand for HW products

Prime positioning in order to tackle ageing consumer

Ageing-related positionings need reinvigorating

Key criteria to succeed in cardiovascular and bone health

Cardiovascular Health

FF bread brand Vita Hjertego fuelled growth of cardiovascular positioning

Cardiovascular health positioning in need to be revived

Go for approved claims with a natural perception

Oats’ beta-glucans in Cardiovascular health foods still current

Education is key to turn around carbohydrate’s poor reputation

Coca-Cola Plus to support health in the ageing population

Naturally sourced omega-3 to follow on the NH trend

Algae emerge as a great plant-based source of high-quality omega-3

Curcumin and garlic on the spot

Have you ever thought about combining red wine and chocolate?

Mediterranean diet for good heart health

Linking Cardiovascular health and physical activity

Natural ingredients to boost Cardiovascular health and endurance

Start-ups to watch out: the “Heart Healthy Challenge”

Bone and Joint Health

Dairy remains dominant in bone and joint health

Asia Pacific set to see the fastest growth by 2021

Education is key for bone and joint health positioning

Any excitement in the bone and joint health positioning

A plethora of ingredients can offer bone and joint health benefits

Ready-made fresh cut foods full of bone-building nutrients

Nutritious fruit/vegetable juices to target bone health

Moving bone and joint positioning beyond juice

Moringa set to be the new top superfood

Engage with the consumer through emotional branding

Key Recommendations

Key recommendations

Appendix

Health and wellness product coverage

Health and wellness category definitions

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Healthy Ageing: Opportunities In Cardiovascular and Bone Health Positioned Foods and Beverages

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Population is ageing by leaps and bounds

Cardiovascular health and bone and joint health positioned products need reinvigorating

A need to reformulate products targeting the ageing segments through natural ingredients

The importance of health claims to build trust behind brands as well as engage with consumers

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives of the global briefing

Key findings

Targeting the Ageing Consumer

Population is getting older around the globe

Baby Boomers push up the median age of population

Life longer, live healthier

The ageing population, richer than other segments

Old is the new young

Good nutrition for body and mind

Prevention outperforms treatment

Functional food and drinks dominate demand for HW products

Prime positioning in order to tackle ageing consumer

Ageing-related positionings need reinvigorating

Key criteria to succeed in cardiovascular and bone health

Cardiovascular Health

FF bread brand Vita Hjertego fuelled growth of cardiovascular positioning

Cardiovascular health positioning in need to be revived

Go for approved claims with a natural perception

Oats’ beta-glucans in Cardiovascular health foods still current

Education is key to turn around carbohydrate’s poor reputation

Coca-Cola Plus to support health in the ageing population

Naturally sourced omega-3 to follow on the NH trend

Algae emerge as a great plant-based source of high-quality omega-3

Curcumin and garlic on the spot

Have you ever thought about combining red wine and chocolate?

Mediterranean diet for good heart health

Linking Cardiovascular health and physical activity

Natural ingredients to boost Cardiovascular health and endurance

Start-ups to watch out: the “Heart Healthy Challenge”

Bone and Joint Health

Dairy remains dominant in bone and joint health

Asia Pacific set to see the fastest growth by 2021

Education is key for bone and joint health positioning

Any excitement in the bone and joint health positioning

A plethora of ingredients can offer bone and joint health benefits

Ready-made fresh cut foods full of bone-building nutrients

Nutritious fruit/vegetable juices to target bone health

Moving bone and joint positioning beyond juice

Moringa set to be the new top superfood

Engage with the consumer through emotional branding

Key Recommendations

Key recommendations

Appendix

Health and wellness product coverage

Health and wellness category definitions

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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