SUBSCRIBE

Breaking News on Supplements & Nutrition - North AmericaEU edition

News > Markets

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

Protein could give endurance athletes an extra edge, says Arla Foods

Protein could give products for endurance athletes an extra edge, says Arla Foods Ingredients

A new fast absorbing protein from Arla Foods Ingredients could help crack open the...

Firm has automated solution to ease GMP documentation burden

Firm has automated solution to ease GMP documentation burden

Complying with the paperwork required by full GMP compliance has proved to be a...

Confusion over natural continues as trade group tries to define term

Extent of confusion about “natural” continues as trade group works to define the term

The term “natural” is an extremely effective marketing claim that taps into one of...

Fabricant: “We have to stay vigilant; FTC is not going away”

Fabricant: “We have to stay vigilant; FTC is not going away”

The recent Bayer victory in its case with the FTC is a positive for...

AHPA’s McGuffin: We already have a working label database so why we would shift that to a mandatory system under the FDA?

AHPA’s McGuffin: We already have a working label database so why we would shift that to a mandatory system under the FDA?

Proposals to introduce a mandatory pre-market registration of products with the FDA have received...

Wholesale hemp prices declining despite fractured US supply chains, investment advisor says

Wholesale hemp prices declining despite fractured US supply chains, investment advisor says

Investment opportunities in the CBD space continue to abound despite the regulatory uncertainties, the...

Whether it's one study or two, FTC still taking deep dive on design, data, and statistical analysis, expert says

Whether it's one study or two, FTC still taking deep dive on design, data, and statistical analysis, expert says

Recent court cases may put the Federal Trade Commission’s penchant for requiring two trials...

Cost stability, blending capabilities bode well for pea protein, supplier says

Cost stability, blending capabilities bode well for pea protein, supplier says

Blending is the way forward for plant based proteins in sports nutrition and their...

GOED exec on national campaigns, health claims, and El Niño

GOED exec on national campaigns, health claims, and El Niño

A positive decision from the FDA on a qualified health claim for omega-3s and...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

Fed up: Probiotic research veteran issues global call to action

Fed up: Probiotic research veteran issues global call to action

Veteran probiotic researcher professor Gregor Reid is not a happy man. It’s time the...

Key Industry Events

Live Supplier Webinars

Transparency in dietary supplements - by NutraIngredients-USA
William Reed Business Media

On demand Supplier Webinars

Inflammation: opportunities and challenges
William Reed Business Media
All supplier webinars