Helping to bridge the seven year gap between life expectancy and healthy life expectancy, the report highlights the opportunities to target the health concerns of the ageing population, subject to regional demand. It explores how the utilisation of a range of functional ingredients could provide a means to return growth to certain health positionings, the performance of which has levelled off in recent years, including cardiovascular health, bone and joint health, brain health and vision health.
There is a difference of at least seven years across all regions between life expectancy and healthy life expectancy. To help revitalise fortified/functional products, manufacturers should target the ageing and close this gap. There are plenty of opportunities in cardiovascular health, bone and joint health, brain healthy and memory and vision health.
Greater investment from multinationals in research and development, as well as through mergers and acquisitions, has resulted in increased functional product launches in age-related prime positionings. Brain health and memory has been a particular focus of leading health and wellness players.
Products using functional ingredients that offer a health benefit within a short period of time gain consumer trust more quickly. The benefits of plant sterols pertaining to cardiovascular health highlight the advantages of such ingredients.
To further fuel the movement towards prevention, manufacturers need to reinforce their efforts to communicate the benefits of functional food and drink. For more niche positionings, eg vision health, manufacturers should learn from the success of plant sterols and utilise strong claims. These products can hold greater consumer trust and be more price resilient.
Functional products should exploit regulation, as this enables the use of strong claims. This has the potential to re-invigorate positionings, eg bone and joint health, which at present are heavily reliant on a limited number of vitamins and minerals.
Mapping out the readiness for functional food and drink for the ageing in each region, the fortified/functional curve highlights North America, Australasia and Western Europe for higher spending on health prevention within conventional food and drink.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page