Healthy Ageing
The Seniors Market
22nd May 2013
Helen King, Head of Consumer Insight & Innovation
Aveen Bannon, Consultant Dietician, Dublin Nutrition Centre
Growing the success of Irish food & horticulture
Agenda
Study background
Dynamics of senior market
Nutrition gap analysis
Global focus and opportunities
Bringing it all together
Study
Phase 1
Global Literature
Review
Nutritional
Science &
Marketing
Study
Phase 1
Phase 2
Global Literature
Review
Nutrient Gap
Analysis
Nutritional
Science &
Marketing
300 Food Diaries
Japan, Sweden &
GB
Study
Phase 1
Phase 2
Phase 3
Global Literature
Review
Nutrient Gap
Analysis
B2B Interviews
Nutritional
Science &
Marketing
300 Food Diaries
Understanding
existing Global
Consumer Focus
Japan, Sweden &
GB
The challenge & opportunity
It is widely accepted that lifestyle,
diet and nutrition promote health,
longevity and quality of life, yet up to
45% of older persons living at home,
in hospitals or nursing homes are
undernourished.
Source: MCCP Phase 1/ Gibney 2010
Importance of the Senior market
Size of the prize: 60+ reaches 1.2b in
2025
2050
2025
19802012
The amount of
people over the
age of 60 has
doubled in this
time period
1.2 billion
people over
the age of 60
There is
estimated to be
2 billion people
over the age of
60
The over 50’s global
population has more than
doubled since 1996
Source: MCCPTrendstream™/Phase 1
The Over 50’s are now a significant
segment in Ireland
They are 1.3 million Irish consumers …
There will be a 15% increase in the over 50’s population over the next 5 years.
Pattern replicated across Europe.
Life Expectancy is increasing
concurrently
Average Life Expectancy
Ireland
UK
Canada
USA
Sweden
Japan
81 years
80 years
81 years
79 years
82 years
83 years
Since 1960 Japan has achieved the highest gains in life
expectancy
+ 10 yrs for women and +7yrs for men
OECD 2011
A large, growing and wealthy
cohort
Aged over 60 as a percentage of the population
In GB older people
own 80% of the private
wealth
Over 50% of
discretionary income in
US is controlled by the
over 50’s
Declared revenues in
Ireland of those over 65
estimated at €6.6 billion
Seniors have more cash freedom
1 in 8 Boomers enjoy a disposable income of €1,000
per week
62% of Boomers feel they have enough money to do
them
A quarter of older households have given a
material gift worth €5,000 or more to their
children
Amongst the Boomers, 49% are not saving
at all
Source: MCCPTrendstream™/ The Irish Longitudinal Study on Ageing (TILDA) 2011
Attitudes of Seniors
Age & attitude
Source: MCCP Phase 1/ New Nutrition Business
Age & attitude
Pre-seniors
40-49 years
old
healthy & active
Source: MCCP Phase 1/ New Nutrition Business
Age & attitude
Pre-seniors
40-49 years
old
Young seniors
50-60 years
old
aware of changing
ability
healthy & active
Source: MCCP Phase 1/ New Nutrition Business
Age & attitude
Pre-seniors
40-49 years
old
Young seniors
50-60 years
old
Middle
seniors
60-70 years
old
managing at least
one illness
aware of changing
ability
healthy & active
Source: MCCP Phase 1/ New Nutrition Business
Age & attitude
Grand Seniors
80+ years old
fragility & loss
of independence
Seniors
70-80 years
old
Pre-seniors
40-49 years
old
Young seniors
50-60 years
old
Middle
seniors
60-70 years
old
managing at least
one illness
aware of changing
ability
healthy & active
Source: MCCP Phase 1/ New Nutrition Business
health issues &
acute illness
Seniors want to be impervious to
ageing
1 in 4 of 65-74 year old continues to
earn a wage in December 2012
Of the 7.3 million people ages 55-64 5.3
million work full time and 2 million
work part time
23% of 65-74 cited wages as an
income source
Source: MCCPTrendstream™/ Aviva Real Retirement Report GB Winter 2012
Seniors strive to retain what they have
to stay independent
50% of older people suggest that they are worried about
becoming a burden as they age
‘I'm not afraid of getting
old, I’m afraid of not
getting old and dying
healthy’
‘The only thing with me
is health, health is
everything’
‘you need to be in the
mind-set of looking after
yourself’
I’ve become more
philosophical, I think
don’t put too much
butter on the toast’
Source: MCCPTrendstream™/ Pfizer Health Index 2012
Mentally and physically more active
than ever before
1
4
66% sought out new
groups of friends
60% of Boomers have
made changes to their
home in the last 12
months
5
2
70% of Boomers are
positive towards travel
and visiting places
54% taken up a new
hobby
3
33% of men named
getting a better work
life balance as their
biggest priority
6
56% of Boomers agree
that technology has
made their lives easier
Experian Credit Expert 2011/Aviva Real Retirement Report 2012/Pfizer Health Index 2012
Healthy life years are now a necessity
In the US 63% say they
might have to push back
their expected retirement
date because of current
economic conditions
In the GB 11% of those in
their 70s are in some
form of paid
employment
In GB, the number of
workers in paid
employment 65+ rose
from 412k in 2001 to
870k 2010
Between 2006-2016, 93%
of the growth in the US
labour force is estimated
to be amongst workers
over the age of 55
Source: MCCP Phase 1/ Nesta 2009/Pew Research Center’s Social and Demographic Trends Project 2009
Healthy living
Focus has shifted from number of
years towards ‘healthy life years’
Source:MCCPTrendstream™/ Phase 1
Seniors are ageing physiologically
faster
"Despite their longer life
expectancy over previous
generations, U.S. baby
boomers have higher rates
of chronic disease, more
disability and lower selfrated health than members
of the previous generation at
the same age,"
Dr. Dana E. King/Huffington Post 2013
Malnourishment is becoming the
norm, most notably in hospitals
Source:MCCPTrendstream™/ Phase 1
More cost effective to keep people
at home & healthier
%
Community
Home care & out patient
Hospital
Institutions
Source: MCCP Phase 1/ Furman 2006
Malnourished
At risk of
malnutrition
Normal
3
9
23
20
26
43
45
48
71
47
32
32
Social isolation is a key driver of
malnutrition
Many elderly people are unable to comply with balanced nutrition –
meal skipping is prevalent
Nutritional Analysis
300 Food Diaries
Japan Sweden
Britain
+
Questionnaires
Age Profile
Age
60%
50%
40%
30%
20%
10%
0%
50-59
60 - 69
Sweden
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
70 - 79
Britain
80 +
Japan
Body Mass Index (BMI)
100%
75%
Sweden
Britain
Japan
50%
25%
0%
BMI below
BMI within
BMI above
recommended recommended reommended
range
range
range
•
Japan had the largest proportion within the recommended BMI range
•
60% of Britain respondents were above the recommended BMI range
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Do you take supplements, drinks or
alternative medicines ?
40%
30%
Sweden
Britain
20%
Japan
10%
0%
Sweden
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Britain
Japan
Number of ailments highest in Britain
Number of ailments
Country
Japan
Sweden
Britain
0
1-2
3+
50 - 64
37.5%
62.5%
0%
65 +
28.3%
63.3%
8.3%
50 - 64
25.4%
64.4%
10.2%
65 +
17.1%
68.3%
14.6%
50 - 64
21.4%
67.1%
11.4%
65 +
20.0%
53.3%
26.7%
Age category
Age category
Age category
Percentage of individuals living alone
60%
50%
40%
30%
20%
10%
0%
Sweden
Britain
Japan had the lowest proportion living alone (11%)
Source: MCCP Phase 2/ GFK Data 2012
Japan
Typical Meal Items
Country
Breakfast
Lunch
Dinner
Beans, noodles, rice,
vegetables, fish,
seaweed, tofu, miso,
daikon
Snacks
Japan
Rice,
vegetables,
seaweed, fish,
bread, egg,
fruit, yogurt
Beans, noodles,
rice,
vegetables,
fish, seaweed,
tofu, miso,
daikon
Sweden
Oatmeal,
cheese, bread,
fruit, yogurt,
sour milk
Pasta, rice with Potato with meat
meat, chicken , (particularly sausage),
fish and cheese fish vegetable
burger meals –
take away
Fruit, crackers and
cheese, bread and
butter, cakes
Britain
Breakfast
cereals, toast,
coffee
Sandwich –
mainly ham or
cheese
Biscuits, yogurts, fruit,
crisps, cakes
Fish & chips, Curry &
rice, Meat, vegetables
and potatoes,
Ready meals,
Pies,Take aways
Occasional sweet
foods
Meal skipping is cause for concern
Breakfast
Sweden
Britain
Dinner
Snacks
X
X
Japan
•
Lunch
X
Tendency in Sweden to eat a large breakfast and skip lunch while
Britain tend to skip breakfast
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Dietary Observations
Sweden - high intake of fruits , butter, dairy, fatty meats.
Japanese - high intake of fish, rice and condiments
Swedish - high protein diets for weight loss
Britain - low calorie diets for weight loss
Britain rely more on conveninece meals
Japan showing a trend of westerisation choosing high fat and sugary
foods in 50-64 age group
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Calorie intake
% Energy RNI
160%
140%
120%
100%
Sweden
80%
Britain
60%
Japan
40%
20%
0%
Sweden
Britain
Japan
Energy Breakdown
Recommended Energy
Breakdown
15 – 20 %
50 – 55 %
30 – 35 %
Source: Bord Bia/ MCCP Phase 1&2 / Gfk Japan/ Tokudome et al 2004
41%
20%
39%
MACRONUTRIENTS:
Fat, protein & carbohydrate
Not all fats are bad
SFA – Saturated Fat – These are fats that can raise
cholesterol.
MUFA – Monounsaturated fat – These are considered to be
cardio protective fats.
PUFA – Polyunsaturated Fats; omega -3 & omega 6
The ratio of Omega 3 to Omega 6 in the diet influences
health
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Carbohydrates –
necessary for fuel and valued source of
fibre
Carbohydrate Breakdown
Grams (g)
120
110
100
90
80
70
60
50
40
30
20
10
0
Sweden
Britain
Japan
Fibre (AOAC)
Sugar
Recommended daily intake of fibre 24g - - - -
Source: Bord Bia/ MCCP Phase 1/ Gfk Japan
Starch
Protein
Sarcopenia – Nutritional Prospective
• Sarcopenia is the loss of muscle mass and coordination that
results from the process of aging
• Protein plus regular exercise imperative
• Timing of protein intake
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Protein intakes – g/day
140
117
120
100
81
80
68
60
40
20
0
Sweden
Britain
Japan
Quality of Protein relevant
Amino acid Leucine stimulates
muscle growth.
Leucine is present in egg, fish,
meat and poultry
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Micronutrients –
Vitamin D
•
Vitamin D is critical to muscle & bone health
•
Sources: Sunlight, eggs, cod liver oil, liver, fortified foods
•
The elderly population are at risk because of the amount of
time spent indoors, covering up due to feeling cold.
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Vitamin D % RNI
70%
60%
60%
50%
40%
37%
25%
30%
20%
10%
0%
Sweden
Britain
Japan
Vitamin D deficiency is associated with osteoporosis & sarcopenia
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Minerals –
calcium, magnesium, Iron,
iodine, zinc & selenium
Calcium & Magnesium Intakes
% Magnesium RNI
% Calcium RDA
150%
133%
121%
100%
50%
81%
78%
Sweden
Britain
50%
0%
0%
Sweden
•
172%
150%
95%
100%
200%
Britain
Japan
Japan
The interplay between magnesium, calcium & vitamin D are essential for immune
system, bone health, metabolism & heart health and blood pressure
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Incidence of Osteoporosis
9%
10%
6%
6%
5%
0%
Sweden
Sweden
Britain
Britain
Japan
Japan
Britain - lowest intakes of magnesium, calcium & Vitamin D
Big variations in Iodine intakes
% Iodine RNI
1885%
2000%
1500%
Sweden
1000%
500%
Britain
274%
0%
Sweden
•
•
•
Japan
79%
Britain
Japan
Iodine is required for metabolism.
Prolonged iodine deficiency may cause goitre or hypothyroidism
Seafood, seaweed & dairy are good dietary source of iodine
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Electrolytes –
are ionic solutions that keep the body properly
hydrated so muscles and nerves can function
properly. They are also crucial to the release
of toxic internal waste
High Sodium v’s low potassium intakes
Increase heart disease risk
% Sodium RNI
400%
100%
281%
300%
75%
% Potassium RNI
83%
73%
71%
Sweden
Britain
50%
200%
174%
157%
25%
100%
0%
Sweden
•
•
Britain
Japan
Japan
Low intake of potassium – Good dietary sources include fruits, vegetables
and potatoes
High salt intake secondary high intakes of processed foods in Europe &
condiment usage in Japan.
Heart Disease & Diabetes…a global issue?
20%
17%
16%
15%
15%
10%
13% 13%
10%
10%
9%
6%
5%
0%
Sweden
Raised BP & cholesterol
Britain
heart condition
Japan
Diabetes
Blood pressure & cholesterol was the leading condition in Japan and Britain
These issues were also in the top 3 in Sweden
Diabetes most prevalent in Britain (13%)
Source: Bord Bia/ MCCP Phase 2/ Gfk Japan
Core Nutritional Findings
• Sarcopaenia – Protein Intakes & Meal Skipping
• Obesity Risk - Poor fibre, high fat & sugar intakes and
meal skipping
• Heart Risk – Low MUFA, high SFA intakes, high salt, low
potassium, low fibre intake
• Bone health - Poor vitamin D & Magnesium intakes
Industry focus & opportunities
‘Elderly nutrition is the next big
golden seam in the European food
industry…
What everyone is struggling with is
how to tackle it
Everyone even knows the ailments
but how do you get it to market?’
- B2B Interview Source: MCCP Phase 3 B2BInterviews
It’s a vicious Cycle: To be well you
need to eat well
Change in body
composition
Muscle/weight
loss
Sensory factor
decreases
appetite
Decrease in
Mobility
Source: MCCP Phase 3 B2BInterviews
Natural choice of diet
does not arrest the cycle
‘The diets they naturally
choose would consist of
cup of tea and brown
bread – there’s very little
cooking and an overall
lack of interest of food’
Barriers to commercialisation
Health
Overt health can equal punishment
Branding & positioning, health benefits need
to be clearly explained
Barriers for suppliers
Health
Channel
&
Comms
Overt health can equal punishment
Branding & positioning, health benefits need
to be clearly explained
Communication through health care
professionals or carers
Messaging: not patronising, category
communication e.g. lifestyle nutrition
Barriers for suppliers
Health
Overt health can equal punishment
Branding & positioning, health benefits need
to be clearly explained
Channel
&
Comms
Communication through health care
professionals or carers
Messaging: not patronising, category
communication e.g. lifestyle nutrition
Product
Fortification, portion size, nutrition, natural
quality of ingredients, personal taste,
packaging – all have to converge
Consumer Barrier: Connection
exists but not in depth
Bone/joint health: calcium understood but not necessity for
protein fortification
Heart health: Cholesterol – rise of statins (work to keep
cholesterol low)
Mental health – agility specifically Alzheimer’s
Diabetes – obesity means rise of diabetes issues: foods that
control sugar intake
Source: MCCP Phase 3 B2BInterviews
Consumer Barrier: The connection
exists but not in depth
Bone/joint health: calcium understood but not necessity for
protein fortification
Heart health: Cholesterol – rise of statins (work to keep
cholesterol low)
Mental health – agility specifically Alzheimer’s
Diabetes – obesity means rise of diabetes issues: foods that
control sugar intake
Source: MCCP Phase 3 B2BInterviews
Communicate with their mind-set
not their age
Sensitive to age
Don’t want to be
patronised
Appreciate their needs
being considered
Source: MCCP Phase 3 B2BInterviews
Areas of industry focus
Cognitive health: dementia, alertness and sleep
Source: MCCP Phase 3 B2BInterviews
Areas of industry focus
Cognitive health: dementia, alertness and sleep
Sarcopenia: ‘the age of protein is approaching us’
Source: MCCP Phase 3 B2BInterviews
Areas of industry focus
Cognitive health: dementia, alertness and sleep
Sarcopenia: ‘the age of protein is approaching us’
Dysphagia: poor swallow
Source: MCCP Phase 3 B2BInterviews
Areas of industry focus
Cognitive health: dementia, alertness and sleep
Sarcopenia: ‘the age of protein is approaching us’
Dysphagia: poor swallow
Digestive health: enzymes, predigesting proteins
Source: MCCP Phase 3 B2BInterviews
Areas of industry focus
Cognitive health: dementia, alertness and sleep
Sarcopenia: ‘the age of protein is approaching us’
Dysphagia: poor swallow
Digestive health: enzymes, predigesting proteins
Heart health: omega 3, omega 12, flaxseed
Source: MCCP Phase 3 B2BInterviews
Areas of industry focus
Cognitive health: dementia, alertness and sleep
Sarcopenia: ‘the age of protein is approaching us’
Dysphagia: poor swallow
Digestive health: enzymes, predigesting proteins
Heart health: omega 3, omega 12, flaxseed
Calcium
Source: MCCP Phase 3 B2BInterviews
Opportunity: Miniaturisation
For example: Consumers need protein, lipids, fibre
– All things that don’t easily go into a tablet due to volume
required
– Need to figure out a way of getting correct amounts into a
consumer in a way that they are willing to consume,
typically beverages
Source: MCCP Phase 3 B2BInterviews
Opportunity: Modified texture products
Poor swallow :
Currently a
recognised market
in the US
Source: MCCP Phase 3 B2BInterviews
Muscle problem :
thickening with
starch usually,
proteins are used in
drinks due to low
viscosity
But starch/texture
changes impact
flavour/smell.
Combinations
must be managed
Opportunity: Rightsizing & snacking
•Many of this
target audience
live alone
•Smaller portions
make life easier
and make it more
likely they will
purchase/eat
Rightsizing
Opportunity: Rightsizing & snacking
•Many of this
target audience
live alone
•Smaller portions
make life easier
and make it more
likely they will
purchase/eat
Rightsizing
•Snacking is
inevitable
especially with
meal skipping,
make it healthy
not detrimental
•Lower salt
content food and
snacks
Healthy
Snacking
Opportunity: Protein and fortification of
foods
• Generally nutrition
is going the way of
more protein/veg
and less
carbohydrates e.g.
Sports nutrition
• Focus is currently
on functional
food/fortification of
food rather than
supplements
• Nutritional
supplement
products won’t
change much over
the next 5-10 years
Sports
Nutrition
Functional
Foods
Supplements
Source: MCCP Phase 3 B2BInterviews
Opportunity: Re-purposing
What products are in your portfolio that could be
repurposed for seniors? Your product may not be limited to
who you think is your customer.
25% of baby food manufactured by
Hipp is eaten by adults -This is
because it is easy to digest and
nutritionally balanced
Source: MCCP Phase 1/ Claus Hipp/ Asher 2011
Packaging is a crucial factor ...
Most effective way to generate loyalty is to introduce
delivery systems that genuinely make life easier for
mature consumers:
– simple & easy to use/convenient
– Legibility is a crucial factor
81% say ‘easy to
open’ is a influencing
factor to purchase
compared with 58%
of 25-34 cohort
88% of consumers
look at the label on
the food that they
purchase at least
some of the time
Summing it all up ...
Health Benefits will become
greater source of financial burden
Source: MCCP Phase 1/ JSANCO based on the Ageing Report 2009. DG SANCO
European Commission
/Jackson et al 2010/* Bloomberg BusinessWeek 2012/ **Yanzhong Huang The
New York Times 2011
More cost effective to keep people
at home and healthier
Source: MCCP Phase 1/ Furman 2006
Three main areas
Social
Dynamics
Health
Education
Commercial
Solutions
Social Dynamics
Isolation & Skipping Meals
Meal Planning
At home services
Hospitals
Channel
Direct delivery
Multi channel
Social Interaction
Activity programmes
Careful Communication
Health Education
Overcoming Consumer Barriers
General Heart Healthy Messaging
Fat levels - Increase MUFA decrease SFA
Increase ratio of Omega 3:6 – via oily fishes, nuts &
seeds
Sarcopenia
Connect protein to muscle loss
Promote exercise and timing of protein intake
Commercial Opportunities & Solutions
Fortification & Product Delivery
Sarcopenia
via amino acids to increase protein intake
Sports nutrition - link to casein
Tryptophan-helps release serotonin to help sleep
Leucine- triggers muscle growth
Commercial Opportunities & Solutions
Fortification & Product Delivery
Sarcopenia
via amino acids to increase protein intake
Sports nutrition - link to casein
Tryptophan-helps release serotonin to help sleep
Leucine- triggers muscle growth
Increase Fibre intake – breads, cereals and snack foods,
soups
Make convenience/pureed food less processed/sugary
Salt - lower content in food and snacks
Healthy snacks
Repurposing / Pack Formats/ Portion sizes/
Textures/ Flavours
Connecting main areas
Social
Dynamics
Health
Education
Commercial
Solutions
Thank you
www.bordbia.ie
Helen King, Head of Consumer Insight & Innovation
Aveen Bannon, Consultant Dietician, Dublin Nutrition Centre
Growing the success of Irish food & horticulture