ageing understanding the...
TRANSCRIPT
mintel.com 1
Food Matters Live, Nov 2014, London
Ageing – Understanding the global consumer ‘super’ trend Just who are the seniors?
© 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
mintel.com 2 © 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Today’s Presentation
The world is getting older
Targeting seniors
Areas of health important to seniors
Looking forward
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Old Gold - The world is getting older
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The world is getting older…..
Population % 60 and over, by region, 2000 vs 2050
Source: Population Division of the Department of Economic and Social Affairs of the United Nations Secretariat, World Population Prospects: The 2008 Revision
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The majority of
marketers focus on
15-24 year olds,
but over-55s
represent a huge
opportunity...
Over-55s will become the most coveted
and influential demographic
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Seniors have changed
Today seniors want
to look good, be fit
and be healthy
more than ever
before
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Seniors are eager to stay active
Source: Lifestyles of the over 55s and seniors – UK – January 2014
Future plans by age group, UK, Nov 2013
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British people are already working beyond retirement in 2011,
1.4M
equal to 12% of over-65s, compared with 7% in 1993.
SOURCE: OFFIC E FOR NATIONAL STATISTICS; MINTEL ANNUITIES UK 2012
33% of those aged 45+ in the UK intend to work beyond retirement.
Seniors are working beyond retirement
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Many seniors have more disposable income
In the US, disposable income of 55-64s is
TWO TIMES
greater than under-25s
In the UK, 50–64s spend
50% MORE
than under-30s on food & drink
Source: Mintel/US Census, Housing ESR Forecast 2015
to spend
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OR
Our image of today’s seniors needs to change
No longer fit the quiet, inactive stereotype of the past
ONLY 1% of global innovation is directly targeted at
seniors, seniors are an under targeted demographic
40% of American seniors feel insulted by ads that
suggest they are less competent or more forgetful because they are older
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Targeting Seniors
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China and Japan not afraid to target the senior demographic directly
54 36
5
1 2 1
0.5 0.5
Percentage of food and drink launches with a "Senior” claim by country, 2013 – Oct 14
Japan
China
Vietnam
India
Indonesia
Taiwan
Malaysia
Singapore
‘Senior’ claims are very rare, less than 1% of all global food and drink launches in the past 2 years claim on-pack to be for seniors
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No direct approach when targeting older consumers
How to reach seniors?
Danone Actimel 50+…..a limited trial that hasn’t been extended
Lesson learned – Empower consumers to go on living the life they love, rather than trying to sell cures for being old
X
“Agelessness” replaces grey marketing in branding
Indirect claims that relate to seniors health concerns resonate
Source: MINTEL GNPD
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Areas of health important to seniors
Bone and joint
health
Cognitive health
Digestive health
Heart health
Loss of Appetite
Fuelling Seniors Active Lifestyles
The idea of positive ageing is essential when creating ‘senior’ friendly products
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Areas of health important to seniors
Bone and joint
health
Cognitive health
Digestive health
Heart health
Loss of Appetite
Fuelling Seniors Active Lifestyles
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Bone health is a growing concern as the population ages
Products with bone health claims or ingredients are often geared towards older consumers
0
10
20
30
40
50
60
30 30
36 37 39 38 38
47 45
53
% a
gre
e
% of consumers by age using functional food and drink to strengthen bones, 2014
All
55+
Older consumers in Europe are more inclined to use functional products to strengthen bones than younger consumers
Established bone health nutrients calcium, vitamin D, B vitamins, newer entrants vitamin K and K2
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Dairy category most active in bone health claims
Enriched with calcium, vitamin D and protein
Average weekly sales of €38,365
Helps maintain bone density, with 50% RDI of calcium per tub, and contains vitamin D
Yoplait Calin + Vanilla Yoghurt for women 55+
(France)
Danone Densia Peach Yoghurt (Spain)
Anlene Gold is high in calcium and vitamin D, and is aimed at senior and elderly groups
Fonterra High Calcium Milk Powder for senior and elderlies (China)
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New approaches to bone health
Exploring new categories Positive marketing
Joint Juice (US)
Tagline “Keep doing what you love”
Website links to articles on antioxidants, vitamin D,
glucosamine and chondroitin
Virginias B-San Calcio Densis Biscuits (Spain)
Contains vitamin D, twice as much calcium as a traditional biscuit to help
‘maintain bone density’
Category % of launches
Dairy 51
Breakfast Cereals 13
Bakery 9
Snacks 7
Processed Fish, Meat & Egg Products 4
Top 5 food category claiming bone health benefits 2013 – Global (excluding baby and children food)
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New approaches to bone health
‘Vitality’ positioning – Pairing bone health with energy
Complan Active Energy Drink (UK)
An energy drink with
glucosamine and calcium, said to help care for joints and bones as well as giving the user a boost in energy.
Aimed at consumers aged 50+, contains no artificial colours and preservatives.
Active Adult Milk Drink (US)
Milk-based nutritional
shake designed ‘to keep adults going’
Contains 14g protein, and extra calcium linked to strong muscles and bones.
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Areas of health important to seniors
Bone and joint
health
Cognitive health
Digestive health
Heart health
Loss of Appetite
Fuelling Seniors Active Lifestyles
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Heart health rated more important to consumers aged 55+
0
10
20
30
40
50
60
70
France Germany Italy Spain Poland
% a
gre
e
% of consumers using functional food and drink for heart health, 2014
To maintain a healthy heart ALL AGES
To maintain a healthy heart 55+
To lower my blood pressure.cholestrol ALL AGES
To lower my blood pressure.cholestrol 55+
Established cholesterol lowering ingredients include ingredients include oats & barley (beta-glucans), plant sterols, Omega fatty acid (DHA/EPA), certain oils, soy & konjac.
Emerging ingredients include guar, green tea, superfruits, flax seed and chia.
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Each 250ml serving provides 50% of daily
amount of plant sterols
Regulates cholesterol and rich in fibre
Average weekly sales €25,017
Designed for 50+ year olds. Formulated with fish oil extract, phospholipids &
dietary fibre
Plant sterols
Minute Maid Juice
(Canada)
Fibre
Life Oat Cereal (Quaker France)
Omega fatty acids (DHA/EPA)
Milk, Mengniu (China)
Heart health ingredients spread across categories
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Heart health ingredient beta-glucan’s are gaining traction in Europe
Dole Porridge – UK contains beta-glucans, which have been shown
to help lower cholesterol, and has been approved by
Heart UK
Schneekoppe Vitality Bread (Germany)
Bread with oats & sunflower seeds, contains beta-glucan and folic acid for a cholesterol conscious diet. It’s high
fibre content is also linked to supporting heart health.
Goodness Superfoods Barley & Oat Porridge
(UK) Uses BARLEYmax™, a
natural wholegrain barley. EFSA health claim
approved for beta-glucans from oats & barley.
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Areas of health important to seniors
Bone and joint
health
Cognitive health
Digestive health
Heart health
Loss of Appetite
Fuelling Seniors Active Lifestyles
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Cognitive health resonates most with over 55’s
0
5
10
15
20
25
30
35
France Germany Italy Spain Poland
13 14
17 17
24
20 19
24
20
32
% a
gree
% of consumers by age using functional food and drink to support and maintain healthy
brain function, 2014
All
55+
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Intelligent eating, preventing brain cell degeneration
“New Nutricia Souvenaid delivers as much DHA as 4 tins of tuna”
The Nutricia Souvenaid message: “People living with early Alzheimer’s disease have been shown to have relatively low levels of a range of nutrients in their bodies despite eating a normal diet. These nutrients are required in the process of making new connections in the brain called synapses. The loss of synapses is one of the key features of early Alzheimer’s disease. Omega 3 fatty acids, uridine monophosphate and choline, together with several key vitamins, all work together to help this process.”
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Foremost Calcimex, Thailand Dutch Lady, Vietnam
Key ingredient: Choline
(also various vitamins & minerals for eye/bone health/muscle development)
Key ingredient: Omega 3
(also lutein for eye health, calcium & vitamins)
Promises of better cognitive performance to adults via Omega 3 & Choline
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Energy and brain health go hand-in-hand
Sharpening up Senior’s minds
Tropicana énergie (France) Combines energy ingredients with brain health, alertness
claims - contains guarana and natural origin caffeine said to
improve alertness and concentration.
Hello Day! Focus Cereal (Poland)
Wholegrain cereal is a source of magnesium and vitamin B6 which support
memory and concentration.
Brainy Oats (US) Oatmeal containing vitamins, minerals,
antioxidants and energy-boosting carbohydrates ‘to keep the synapses firing in
the brain’.
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Areas of health important to seniors
Bone and joint
health
Cognitive health
Digestive health
Heart health
Loss of Appetite
Fuelling Seniors Active Lifestyles
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Digestive health and fibre intake is important among seniors
Over 55’s are more likely to use food and drink products to aid their digestive
health
0
10
20
30
40
50
60
26
40 36
42
47
29
51
35
44
56
% a
gre
e
% of consumers by age using
functional food and drink to aid digestive health, 2014
All
55+
Over 55’s are the most likely age group to choose ‘high fibre’ foods looking for
healthy food items
0
5
10
15
20
25
30
35
40
16 -24
25 -34
35 -44
45 -54
55 -64
65+
22 21
25
30
39 39
% a
gre
e
Percentage of consumers that
select high fibre foods when buying healthy foods, UK, 2013
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Seniors recognise importance of fibre in digestive health
Fibre offers results consumers can
appreciate quickly and benefits are easy to
communicate on-pack
25% of consumers agree that high fibre
products have an unpleasant taste so
ingredients that increase fibre content
discreetly will be successful
General Mills Fiber One Chewy Bars
(USA) – Provide 20% of the daily value of
fibre, which claims to help satisfy appetite,
manage weight and keep digestive system
on track
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The digestive benefits of calcium
Arla Wellness drinking yogurt helps keep
stomach in balance (Sweden)
• Popularity of the digestive claim by the European Food Safety Authority’s (EFSA) that rejected pre and probiotics but approved fibres and calcium
• Products that provide 15% of the RDA of calcium per 100 grams can claim that “calcium contributes to the normal function of digestive enzymes”
• Arla Wellness is a new range of yogurts and milks offering various health benefits: digestion, immunity, bone health
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The European Food Safety Authority’s decisions have put a brake on digestive claims, but not on the use of probiotics
*2014 includes Jan - Oct
Newly launched yogurt containing probiotics,
European Union, 2010 to 2014*
Newly launched yogurt featuring a digestive claim,
European Union, 2010 to 2014*
Top claims featured on newly launched yogurt containing probiotics,
European Union (%), 2010 to 2014*
9%
7%
4%
2% 2%
2010 2011 2012 2013 2014
9%
10%
11%
15%
14%
2010 2011 2012 2013 2014
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2010 2011 2012 2013 2014
Low/No/Reduced Fat
Digestive (Functional)
No Additives/Preservatives
Source: Mintel GNPD
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Areas of health important to seniors
Bone and joint
health
Cognitive health
Digestive health
Heart health
Loss of Appetite
Fuelling Seniors Active Lifestyles
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Nutritionally dense products that pack more nutrients into smaller
servings but also appeal on a taste front.
Smaller portions and formats to cater to senior smaller appetites.
Methods to remind seniors to eat will be popular, particularly among
seniors living alone.
A common problem among seniors is a loss of appetite. This can
lead to the development of poor eating habits, meaning seniors can
struggle to meet their nutritional needs.
Forgetting to eat, due to memory loss, can also lead to weight loss.
Protein plays an important role in maintaining muscle mass.
Improving the nutritional profile of traditionally ‘unhealthy’
products, like ice-cream will appeal to seniors.
Prediction
Investment
Ingredients
Loss of Appetite
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Products aimed to boost seniors nutritional intake
Nestlé Boost Balanced Nutritional Drink (USA)
Charal Petit Appétit Steaks (France)
Thrive Frozen Nutrition (USA)
Nutritious snack to help reach daily
nutritional needs – rich in protein
and vitamins & minerals
Smaller portions aimed to appeal
to seniors and packaging claims
to be easy- to-open
Provides delicious balanced
nutrition in ‘ice cream’ form to
appeal to seniors with reduced
appetite
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JAPAN: NUTRI CO’S SOFT PURÉE AND POWDER FOOD CREATIONS FOR ELDERLY PEOPLE ARE RE-FORMED TO RESEMBLE VEGETABLES AND FISH AND SOLD TO NURSING HOMES AND HOSPITALS.
MELT-IN-YOUR-MOUTH MORSELS
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‘Super-functional’ products
Digestive health
Loss of Appetite
Bone and joint
health
Cognitive health
Heart health
Bio-tiful Dairy
Kefir Milk Drink (UK)
Kefir drink that links its ‘live cultures’ and
high vitamin and mineral content to
range of health benefits, including digestion, immune
and nervous systems, bone
health, skin health, muscle function &
reduction in tiredness.
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Consumers growing interest for protein can help rejuvenate the link between dairy and bone health
EFSA health claims linking protein content, bone health & muscle mass:
“Protein contributes to the maintenance of normal bones”
AND
“Protein contributes to the maintenance of muscle mass and contributes to growth in muscle mass”
Calling on protein’s wide range of benefits
Tine Styrk Fat Free Milk (Norway)
50% more protein & calcium than
regular products supports muscle development & maintenance
immunity.
Puleva Calcio Whole Milk
(Spain)
Contains higher vit D content to
support calcium absorption for a
healthy bone system & has been also enriched with
protein.
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Slowing down the ageing clock
The continued popularity of beauty foods in the East is gradually flowing West.
The concept of beauty from within is driving innovation of beauty foods, with ingredients including collagen, hyaluronic acid, vitamin C, E and A coenzyme Q10
and antioxidants.
Culture of anti-ageing continues encourages age-conscious consumers to delay the ageing process
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Looking forward
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Targeting Senior Specific Issues
Vitality & Energy
Functional foods is an area that will get more attention to support senior specific issues
Wellness, strength, and vitality are buzz words when talking about seniors, but few products are
positioned this way
“FUNCTIONAL” FOODS
Multiple Health Benefits in 1
Energy drink for seniors with glucosamine & calcium (UK)
A source of calcium, protein and vitamins to keep bones
strong and healthy (UK)
Equal instant coffee, with collagen for beauty and
digestion benefits (Thailand)
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Positive Ageing is Essential
Older is not old: the shift towards ageless positioning
Naobaijin Supplement (China)
Melatonin and Oligosaccharide
Capsules or bottle
Neo' Jalea Neo' Senior 60+ (Spain)
Energy and vitality
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Final Points
The new world of seniors
Cater to today’s seniors who want to look good, be fit and healthy
more than ever before.
Health targets of seniors
Consider the key health targets and issues for seniors.
Opportunity to combine multiple health benefits into single products.
Senior friendly
Don’t underestimate importance of ease of use - packaging, easy
access and legibility.
Positive approach
To reach seniors effectively, empower them to go on living the life they love rather than selling
cures for being old.
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Laura Jones
Global Food Science Analyst
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