SUBSCRIBE

Breaking News on Beverage Technology & Markets

News > Ingredients

Read more breaking news

 

 
DISPATCHES FROM VITAFOODS EUROPE 2014

Old age and HEALTHY old age, there’s a difference industry should address: Euromonitor

By Annie-Rose Harrison-Dunn+

13-May-2014
Last updated on 14-May-2014 at 10:18 GMT2014-05-14T10:18:35Z

"Saying to someone: ‘You need to take this product for 20 years in order to perhaps be less at risk of developing Alzheimer’s,’ is a much harder sell than such a quick benefit," says Diana Cowland

In 2012 there were over 577 million people aged over 65 globally, but there remains a 7-year gap between life expectancy and healthy life expectancy, according to a Euromonitor analyst.

Speaking with NutraIngredients at VitaFoods in Geneva, Euromonitor International health and wellness analyst Diana Cowland said this gap presented an opportunity for the functional food industry.  

“Across all regions the difference between total life expectancy and healthy life expectancy is seven years, rising to ten years in Latin America and Asia Pacific as of 2013. And I don’t know about you but I don’t want to spend seven years of my life in injury or in hospital,” she said.   

“So this really provides a way manufacturers can also benchmark their products. If in five years’ time we see a reduction in the difference between healthy life expectancy and total life expectancy, are we increasingly going to see manufacturers offer products which target prevention and therefore offer consumers a healthier life overall?” she said.

Hard sells

She said despite this growing market, certain segments like cognitive health and eye health were “hard sells”.

“The problem with these health trends is it’s very difficult to see the perceived benefit, the consumer really struggles with that tangible efficacy that’s so important for a functional food and drink product. If we compare it to cardiovascular health, which saw sales of $7bn in 2013, brain health saw sales of just half a billion US dollars. What we notice here with cardiovascular health products is you can probably see a benefit in 30 days."

“On the other hand brain health is so much harder. Saying to someone: ‘You need to take this product for 20 years in order to perhaps be less at risk of developing Alzheimer’s,’ is a much harder sell than such a quick benefit. And as we know, increasingly consumers want that quick benefit from a product.” 

Related products

Mind, body and spirit: The holistic tea trend

Mind, body and spirit: The holistic tea trend

James Dawson

Founder, Tplus Drinks

Unilever extols the virtues of flavonoids in tea

Unilever extols the virtues of flavonoids in tea

Unilever spoke about flavonoids (dietary compounds) found in tea, wine, cocoa, fruits and vegetables...

Heineken’s next generation smart bottle

‘9 Green Bottles’: Who will design Heineken’s next generation smart bottle?

Nine companies battled it out for a place on Heineken’s Design & Packaging Team...

6 steps to take to “do good” and expand appeal to modern consumers

6 steps companies can take to “do good” and expand their appeal to modern consumers

Modern Americans expect much more from food companies today than they did in the...

Döhler on seeds in smoothies

Smoothies turn to seeds to boost natural positioning

In an effort for products to appear as close to natural as possible, beverage...

Ardagh on beverage packaging crossover innovation

Cross-over innovation: What beverage packaging can learn from other industries

What has chocolate got to do with glass? And what do cars have in...

UAE coffee consumption to reach $112m in 2017

‘Battle of the Baristas’ UAE coffee consumption to reach $112m in 2017

 A total of eight of the Middle East and North Africa’s (MENA) most talented...

Gebo Cermex agility 4.0 and the factory of the future

The factory of the future: ‘From mass production to mass customization’

Today’s factories are focused on producing large quantities in bulk. Tomorrow’s factories will be...

Factory of the future 5 pillars Gebo Cermex

Five pillars for the 'Factory of the Future': Gebo Cermex

Robots, smart technology, augmented reality… what technology is in store for the factory of...

Crown reveal thermochromic technology

Beverage can design changes when beverage is chilled – and then again when drunk

Crown has launched two-step thermochromic cans: which change color when the beverage is chilled;...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Consumers want more information about the products they are drinking: from the ingredients in...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Rexam targets dairy drinks with cans after MIO success

Rexam targets dairy drinks with cans after MIO success

Rexam tells BeverageDaily.com it is pursuing business in the dairy drinks segment and says...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...