The food and drink industry continues to overlook the NPD opportunities associated with an ageing population. As life expectancies lengthen and the average age rises, there is an associated increase in the prevalence of many lifestyle diseases. This presents an opportunity for food and drinks manufacturers to develop functional products specifically aimed at older demographics. Targeting the Ageing Population with Healthy Food and Drinks is a new management report published by Business Insights that examines NPD and market trends, and pinpoints opportunities for targeting seniors in Europe, Asia-Pacific and the Americas. This report analyzes the key trends affecting, the seniors’ health market including functional, anti-ageing and convenience. Develop more effective innovation strategies for targeting seniors using this report’s analysis of trends in NPD by category, region, product tag and flavor.

Table of Contents
Targeting the Ageing Population with Healthy Food
and Drinks
Executive Summary 8
Introduction 8
Growth opportunities in healthy food and drink for seniors 9
Innovation and NPD 10
Key trends 11
Conclusions 12
Chapter 1 Introduction 14
Summary 14
Research methodology 15
What is this report about? 15
Seniors have different nutritional needs to other age groups 17
Perception of healthy eating habits dispelled 18
Chapter 2 Growth opportunities in healthy
food and drinks for seniors 22
Summary 22
Introduction 23
Afflictions of the elderly 23
Bone health 23
Osteoporosis 25
Rheumatoid arthritis 26
Heart health 27
Hypertension 30
Diabetes 32
Glycemic index 33
Mental health 35
Alzheimer’s disease 36
Anti-ageing and appearance 38
Functional and fortified offers solution for seniors 39
Probiotics, prebiotics and synbiotics 40
Chapter 3 Innovation and NPD 44
Summary 44
Introduction 45
Category analysis of NPD 46
Growth in NPD 47
Soft drinks 48
Quick, convenient and easier to consume than the real deal 48
Popular protein-based drinks to build muscle mass 49
Bakery and cereals 52
Dairy 53
Confectionery 55
Snacks 56
Ready meals 57
Regional analysis 58
NPD highlights in Europe 59
NPD highlights in Latin America 60
NPD highlights in North America 61
Flavor analysis 62
Top 10 ‘ones to watch’ over the next two years 63
Innovation profile of key players 64
Fancl Corporation 64
Kagome 67
Nisshin Oillio Group 69
Chapter 4 Key trends 74
Summary 74
Introduction 74
Product tags 75
Convenience 78
Packaging 79
Meal replacements 80
Keeping fit 81
Targeting golfers – retired or otherwise 83
Healthy indulgence 83
Premiumization 85
Economy foods versus super-premium 86
Beauty foods 87
Targeting men and women as individuals 88
Chapter 5 Conclusions 92
Summary 92
Introduction 92
Ingredients: protein-based products prove popular 93
Regional analysis: Asia storms ahead 94
Category analysis: soft drinks and bakery 94
Functionality and convenience 95
Health inside and out 96
Index 97
List of Figures
Figure 2.1: Bone health targeted by cereal brands in China 25
Figure 2.2: Black Cow Oatmeal and P&G’s Fibersure 29
Figure 2.3: Meito Ichi Kenbi Shukan Coenzyme Q10 31
Figure 2.4: Products targeting diabetes in old age 35
Figure 2.5: OleoMasia Esencial Plus Omega 3 Oil 37
Figure 2.6: Wysong Whole Protein Shake Mix 38
Figure 3.7: Percentage share of healthy food and drinks targeted at seniors launched by category, 2004-2007 46
Figure 3.8: Percentage growth in senior targeted products launched in global healthy food and drinks categories, 2004-2007 47
Figure 3.9: Fancl Otona no Bikotsu Functional Drink 49
Figure 3.10: Protein-based soft drinks that target the elderly 51
Figure 3.11: ‘Good Earth Foods’ Diet Cereal - Fruit ‘N’ Fiber 52
Figure 3.12: Sales growth potential of key consumer groups for bakery and cereal manufacturers over the next 5 years 53
Figure 3.13: Romi Vital 54
Figure 3.14: Calbee Sozai Meguri Shunsai Gobo 56
Figure 3.15: House Foods: House Yasashii Shokutaku Kizami Kombu no Matsutake Gohan 57
Figure 3.16: Percentage share of healthy food and drinks targeted at seniors launched by region, 2004-2007 59
Figure 3.17: NPD in Europe - Redlefsen Aktiv and Cholesterinbewusste Ernahrung 60
Figure 3.18: NPD in Latin America - Nestlé Nutren Optimum 61
Figure 3.19: NPD in North America - Natrel Omega-3 Enriched Milk and V Fuzion Enhanced Vitamin H2O 62
Figure 3.20: Fancl Hatsuga Kome Kenko Hop Rice 66
Figure 3.21: Latest product launches from Kagome 69
Figure 3.22: Latest product launches from Nisshin Oillio 71
Figure 4.23: Kissei Pharmaceutical’s Kissei Mousse Agarori 76
Figure 4.24: Megmilk Me Iki Iki Lutein Power and Terumo Tapion Alpha 78
Figure 4.25: Resealability, freshness and easy-to-open and close packs are of huge importance to elderly consumers 80
Figure 4.26: Argin Z Gold by Calpis 82
Figure 4.27: Indulgent foods with functional benefits can heighten the appeal of ‘healthy’ foods –
Shiki no Wagashi 85
Figure 4.28: Anti-Ageing O2 88
Figure 4.29: Kagome Petit Pasta Genovese 89
List of Tables
Table 1.1: Population over 60’s, m, 2005-2010 16
Table 1.2: Fertility rates in Europe, 2004 17
Table 2.3: Prevalence of osteoporosis in postmenopausal women and men over 50 across seven major markets, 2005 26
Table 2.4: Prevalence of rheumatoid arthritis across seven major markets 000s, 2003–2010 27
Table 2.5: Prevalence of cardiovascular disease across seven major markets, 000s, 2005 27
Table 2.6: Estimated prevalence of hypertension across seven major markets, 2005–10 30
Table 2.7: Prevalence of Type 1 & 2 diabetes across seven major markets, 2004-5 32
Table 2.8: Prevalence of Alzheimer’s disease by gender and age, US 36
Table 2.9: Prevalence of Alzheimer’s disease by gender and age, Europe and Japan 37
Table 2.10: Functional food and drink share of volume consumption by age group, Europe & US, 2004 39
Table 3.11: Top 10 flavors in healthy food and drinks targeted at seniors 63
Table 4.12: Top 10 product tags on healthy food and drinks targeted at seniors, 2005-2007 75