Opportunities to Target the Ageing through Functional Food and Drink

Introduction

Scope

Objectives of global briefing

Key findings

Four Criteria Key to the Success of Functional Products

Consumer demand high for functional food and drink products

Four criteria key to grow demand for functional food and drink

The four criteria: Utilise to succeed

The Ageing Demographic

The world is getting older and richer

Life expectancy and healthy life expectancy: A seven year gap

Key concerns for the ageing: Heart, bone, brain and vision health

Healthy ageing fits with the move to prevention over treatment

HW products and VDS outperform OTC remedies

Ageing-related positionings at US$22 billion but need reinvigorating

Target the ageing functional consumer

Food and drink for the ageing needs a boost

Focus on the older populations with high FF food consumption

Cardiovascular Health

The rise of cardiovascular disease prevention through food

Explore FF ingredients for ageing to revitalise demand

Case study: The success of Unilever's Flora/ Becel Pro Activ

Price resilience of plant sterols upholds growth in Western Europe

Plant sterols highlight a path other functional ingredients will follow

Competitors see opportunities in emerging markets

Learning from plant sterols (through the prism of the four criteria)

Efficacy within a short time period required for success

Utilise the near 30 ingredients linked with cardiovascular health

Soy protein – the next ingredient for cardiovascular health?

Is soy protein the ultimate ingredient for the ageing?

Bone and Joint Health

Dairy remains dominant in bone and joint health despite a decline

North America leads but it seeing a steady decline

Companies targeting bone health outside of dairy turn to juice

Minute Maid with calcium is the leading bone and joint brand

Tropicana's Essentials offers functional products at no extra cost

Focus on the four criteria to re-invigorate bone healthy juice

A plethora of ingredients can offer bone and joint health benefits

Product development to target the ageing

Opportunities for collagen in a wide range of food and drink

Brain Health and Memory

Brain health heavily reliant on dairy but scepticism keeps sales low

Asia Pacific grows its lead as North America sees a substantial fall

Case study: Leading HW players enter brain health

Danone targets brain health with a focus on Alzheimer's

Souvenaid applies four criteria key to success of functional ageing

Brain health products must focus on efficacy to reverse decline

Nestlé Health Science (NHSc) invests in the ageing

Focus on marketing the benefits of brain health to the ageing

Important to show tangible efficacy when utilising claims

Vision Health

Vision health sales driven through beverages but remains niche

Asia Pacific is vision health's primary market

Vision health positioned Fitné shows growth in a niche market

Fitné coffee utilises vitamins to grow vision health

Fitné has targeted vision health but manufacturers could go further

Vision health remains niche but ingredients hold potential

Limited product innovation in North America and Western Europe

Outlook

Greater returns from regions further up the fortified/functional curve

Strategies to improve the healthy life expectancy for the ageing

Appendix

Report terminology

Report parameters: 54 health and wellness countries covered

Health and wellness category definitions

Health and wellness product coverage

Claims approved under Article 13.1: Cardiovascular health (1)

Claims approved under Article 13.1: Cardiovascular health (2)

Claims approved under Article 13.1: Bone and joint health

Claims approved under Article 13.1: Brain health and memory (1)

Claims approved under Article 13.1: Brain health and memory (2)

Claims approved under Article 13.1: Vision health

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