Baby Boomers Selections - Ageing Population Needs 2010
People with a background from the 60ties request nutrition supporting their quality of life demands
. The age of fifty is turning to be sixty - and very healthy consumers will be among the 150 million persons above 80 years, as life expectancy has increased more than 30 years over the last century in most developed countries. This increase has great implication of the Baby Boom generation where average life length is expected further to increase from 67.5 years in average in Europe to 80 years in 2045. Ageing peoples health depends on the right nutrition or fortification.
Surveys shows that 81% of the baby boomers consider themselves overweight, and indeed checks on their Body Mass Indexes (BMI) showed that 79% were indeed overweight. A third of those with home access go online on www through conventional connections, and a two third are going online through broadband. Less than 5% of baby boomers had broadband connection in year 2000, and more than 65% have it here in 2010. More than 75% have a cell phone. Shopping habits and information channels are drastically changing for this age group also. The health concerns of ageing people are not so different in Asia as in North America, as life style and nutrition related health concerns are identical.
Some of the health issues that to be improved by nutritional supplementations are eye health, skin health, joint and bone health, as well as general energy and vitality. However, it is a bit problematic that EU is not recommending increased calcium intakes when ageing, or increases in folate and vitamin D as compared to North America or in other countries as Japan, where evidence on Iodine seems to raise a major issue to consider in future. The majority of products formulated for the ageing generation are supplements, which represents 70% of all the products launched to consumers over 55 years. Even here, the launch activity seems fading.
Vitality and Energy
The needs of certain vitamins as described earlier, shows a gap when evaluating the products as approx. 15% of the products are fortified with Vitamin B6 and B12, and vitamin B9, whereas vitamin K is only used in 4 % (K1) and K2 (1%) and vitamin D in 8% of the products. As ageing inevitably results in a general decrease in muscle mass as most of people loose from 20 to 40 percent there should be expected more protein fortified products, as snacks and beverages, in this need category. These are not observed. Therefore, there are plenty of everyday areas to offer improved nutritional support for the older consumers. Looking into the Asian market, the dairy products are considered as important as supplements as well as vitalizing beverages. These supplemented beverages and dairy drinks are also nutritional traditions originated in Asia.
Bone and Joint Health
Among women, approximately 30% of women over the age of 50 have one or more vertebral fractures whereas approximately 20% men over the age of 50 will have an osteoporosisrelated fracture in remaining lifetime. Approx 4% of the population have reduced vision due to age-related macular degeneration, and the risk is highly increasing with age; 2% of people over 50's and 30% of over-75 are affected. The prevalence of arthritis is higher among women (28.3%) as compared to men (18.2%). Ageing will inevitably result in a general decrease in muscle mass as most of people loose from 20 to 40 percent. Furthermore, the quality and strength of the muscle tissue will decrease when ageing. Therefore, there are plenty of everyday areas to offer improved nutritional support for these consumers.
In Latin America and Asia, dairy plays an important role as supplementing the ageing consumers with calcium, magnesium and proteins for bone and joint support, whereas glucosamine and calcium are mainly offered as supplements in Europe and North America, where the latter is even as OTC or prescription in many EU countries. Otherwise, the dairy calciums importance for both ageing men and women is not communicated by the dairy industry cheese is rarely offered as good source of calcium.
Drinks in powder formats as an alternate supplement to tablets or capsules are mainly offered in North America and Asia. Addition of probiotics and Vitamin D in dairy to promote mineral absorption is a new concept launched by Danone in Europe, which may spread globally. As the carotenes are strong colorants, they are only used as supplementation in most Westernized foods, where colouring fits; this issue seems to be less important in Asia as vitamin additions are more common in milk products as they often are in dry formats.
North American and Europe are dominated by supplements, whereas Latin American manufacturers, and consumers, we suspect, is considering dairy to be most relevant nutritional support and in general launch broader product categories for supporting ageing persons.
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by: Bharat Book Bureau
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