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Aging well: Targeting seniors' needs

Nov 2017

The food & beverage industry is responding to the growing aging population by increasingly launching products with changed formulations and health claims, targeting not only seniors but all different stages of life. The main concerns of senior consumers are brain health, heart health and mobility, while adults in general mostly focus on beauty, immune health and weight management. More healthy and functional ingredients, such as collagen, omega 3 and beta-glucan, are being applied in a wide range of product categories, providing consumers with diversified healthy options.

Primal Kitchen Macadamia Sea Salt Bars Made With Grass-Fed Collagen (US)
Sun Fed Ranch Chicken Bone Broth (US)
Jubi Birch Water With Nettle Flavor (UK)
Optimel Diamond High Calcium Low Fat Nutritional Formula Powder For Ages 60+ (Hong Kong)
Bare Organics Alfalfa Grass Powder (New Zealand)
New Choice Pitted Prunes California (Thailand)
Fruit D Or Demi Sel Omega 3: Slightly Salted Light Margarine With Omega 3 (France)
Dermisis Cadio Plus Mpiskota Me 4 Dimitriaka: Biscuits With 4 Cereals (Greece)
Gerlinea Repas Minceur Complet Barres Au Chocolat: Complete Slimming Meal Bars With Chocolate (France)
Carbzone Low Carb Protein Packed Fusilli Pasta (Finland)

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Bare Organics Alfalfa Grass Powder (New Zealand). Gluten-free. Suitable for vegan. Non-GMO. 100% raw. Excellent source of vitamin A for healthy skin. Vitamin C. 100% USDA certified organic alfalfa with vitamin A and c for healthy skin and immunity. USDA certified organic, raw vegan. Never processed in order to ensure simple, wholesome nutrition. Good source of vitamin C and chlorophyll, a natural cleanser of the body. Contains potassium, iron and zinc to naturally boost the body. Supports healthy digestion. Recyclable/reusable container. Benefits: antioxidant, digestion, cleansing.  

Innova Market Insights data indicates there is a steep increase in sports nutrition launches globally, with 18% annual growth from 2021 to 2023. Additionally, there was a 39% average annual growth in product launches that feature new and innovative sports nutrition formats – pancakes, yogurts, gels and chocolates. Sports bars and protein-based sports drinks are gaining ground, with 34% growth from 2021 to 2023.
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Innova Market Insight data indicates that vitamin and mineral launches are experiencing a global surge, with a 4% average annual growth between 2019 and 2023. Immune health is vital, as nearly half of vitamin/mineral launches contain this claim. With consumers increasingly seeking personalized vitamins/minerals, various positionings regarding energy, mental health, sexual health and other specific needs are gaining traction. Key ingredients such as vitamins C, D3 and B12 dominate the launches, while zinc bisglycinate, magnesium bisglycinate and saw palmetto are emerging.
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Innova Market Insights data indicates an increase in supplement launches with cardiovascular and heart health claims, with 9% growth from 2019 to 2023. In 2023, vitamins and minerals were the leading subcategory for these supplements, with a 27% share in launches. There is also a growth in novel ingredients for blood health, such as Reishi mushroom with 45% growth in the last five years.
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Consumers are increasingly drawn to products containing nootropic and nutraceutical ingredients due to a growing awareness of their potential cognitive and health benefits. The demand reflects a shift toward prioritizing holistic well-being and cognitive enhancement in daily life. Brands are responding by innovating and incorporating these sought-after ingredients into various products to cater to consumer preferences.
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Innova Market Insights data indicates that there is a growth in eyesight support supplement launches with an 8% average annual growth from October 2018 to September 2023. Vitamin C is the leading ingredient used for eyesight support supplements, but there is a high growth of different carrot ingredients used for better vision. There is a fast growth in eyesight supplements packed in gummy form with 27% growth in the last five years.
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Several trends in clinical nutrition and supplements have emerged that aim to combat malnutrition effectively. Personalized nutrition has taken center stage, emphasizing tailoring dietary plans to individual needs based on factors like age, health status and genetics. Functional foods enriched with bioactive compounds such as probiotics and antioxidants are gaining prominence for their targeted health benefits. Protein fortification, including innovative plant-based sources, addresses the critical role of protein in supporting overall health.
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