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HEALTH AND WELLNESS FOOD AND BEVERAGES TARGETING THE AGEING CONSUMER FOOD MATTERS LIVE

María Mascaraque, PhD

Food and Nutrition Senior Analyst

November 2017

© Euromonitor International

2

Euromonitor International: Strategic global market research ABOUT EUROMONITOR INTERNATIONAL

http://www.euromonitor.com/

TARGETING THE AGEING CONSUMER

CARDIOVASCULAR HEALTH

BONE AND JOINT HEALTH


4

Population is getting older around the globe TARGETING THE AGEING CONSUMER



5

Life longer but not healthier TARGETING THE AGEING CONSUMER

50

60

70

80

90

Asia Pacific

ye

ars

50

60

70

80

90

Australasia

ye

ars

50

60

70

80

90

Eastern Europe

ye

ars

50

60

70

80

90

North America

ye

ars

50

60

70

80

90

Latin America

ye

ars

Healthy LifeExpectancy at Birth

Life Expectancy atBirth Total Population

50

60

70

80

90

Western Europe

ye

ars

50

60

70

80

90

MEA

ye

ars

Healthy Life Expectancy versus Life Expectancy by Region (2016)



6

Old is the new young TARGETING THE AGEING CONSUMER

Baby Boomers redefining ageing

Burgeoning market for "age management“

Holistic lifestyles

Adapting to the mature consumer



7

Prevention outperforms treatment TARGETING THE AGEING CONSUMER

Global Healthy Nutrition Vs OTC: Food The Most Valuable To Health Prevention

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000

2022

2017

2012

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000

2022

2017

2012

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000

2022

2017

2012

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000

2022

2017

2012

2012/2017/2022 retail value sales rsp, USD mn, fixed 2016 exchange rates

OTC

VDS

HW Beverages

HW Packaged Food



8

Functional food and drinks dominate demand for HW products TARGETING THE AGEING CONSUMER

0

50,000

100,000

150,000

200,000

250,000

300,0002

01

2

20

17

20

22

20

12

20

17

20

22

20

12

20

17

20

22

20

12

20

17

20

22

20

12

20

17

20

22

20

12

20

17

20

22

20

12

20

17

20

22

Asia Pacific North America WesternEurope

Latin America Middle Eastand Africa

Eastern Europe Australasia

Re

tail

va

lue

sa

les

(US

D m

illi

on

, co

nst

an

t, f

ixe

d e

xch

an

ge

ra

tes)

Health and Wellness Evolution at Regional Level 2012-2022

Organic

Free From

Naturally Healthy (NH)

Fortified/Functional (FF)

Better For You (BFY)



9

Prime positioning in order to tackle ageing consumer


General Well-being USD366.1 billion

Weight Management USD127.3 billion

Digestive Health USD66.4 billion

Energy Boosting USD35.4 billion

Free-from

USD32.6 billion

Oral/Respiratory Health USD19.4 billion

Endurance USD19.1 billion

Bone and Joint Health USD15.8 billion

Cardiovascular Health USD8.3 billion

Vision health

USD5.4 billion

Brain Health and Memory USD5.1 billion

Immune Support

USD3.5 billion

Others USD0.99 billion

Global Retail Value Sales by Prime Positioning (USD billion) 2017



10

Ageing-related positionings need reinvigorating TARGETING THE AGEING CONSUMER

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

2012 2017 2022 2012 2017 2022 2012 2017 2022 2012 2017 2022

Bone and Joint Health Cardiovascular Health Vision Health Brain Health and Memory

Re

tail

va

lue

sa

les

(US

D m

illi

on

, co

nst

an

t, f

ixe

d e

xch

an

ge

ra

tes)

Performance of ageing related positionings



11

Education is essential Movement towards naturally

functional

Health claims to support trust

Connect with the consumer

Key criteria to succeed in cardiovascular and bone health TARGETING THE AGEING CONSUMER



13

Go for approved claims with a natural perception CARDIOVASCULAR HEALTH

Ingredients Linked with Approved Cardiovascular Health Claims by the European Commission

Omega-3 (ALA, DHA,

EPA)

Beta-glucans

Betaine Calcium Choline Folate Gluco-

mannan Guar gum

HPMC Linoleic

acid Monascus purpureus

Oleic acid Pectins Plant

sterols/ stanols

Potassium Reduced

content of SFA

Reduced content of

sodium

MUFA/ PUFA

Vitamin K Vitamin C Vitamin B6 Vitamin

B12 Walnuts Thiamine

Chitosan Iron Olive oil

polyphenols

Riboflavin (Vitamin

B2)



14

“good for your heart”

“for a healthy heart”

“high in fibre”

“lower cholesterol”

Oats remain at the heart of new product developments CARDIOVASCULAR HEALTH



15

Coca-Cola Plus to support health in the ageing population


“Prevent the absorption of fat from meals, and restrain the

rise of blood neutral fats after meals”

“0 Calorie / FOSHU beverage certificated by Consumer

Affairs Agency, Government of Japan “

“Have a well-balanced diet”



16

Heart health related ingredients to watch out CARDIOVASCULAR HEALTH

Chorella Spirulina

DHA extracted

from microalgae

Algae emerge as a great plant-based source of high-quality omega-3

Curcumin

Resveratrol dark

chocolate

Curcumin and resveratrol on the spot



17

The “Heart Healthy Challenge” CARDIOVASCULAR HEALTH

Intended to encourage healthier eating and regular exercise with its

customers

Aim: Identify and highlight heart healthy items on the menus of its

partner restaurants

#chefshuttlehearthealthychallenge



19

Education is key for bone and joint health positioning BONE AND JOINT HEALTH



20

Any excitement in the bone and joint health positioning


350

370

390

410

430

450

470

490

510

2012 2013 2014 2015 2016

USD

mill

ion

Leading Bone and Joint Health Juice Brands 2012-2016

Tropicana Minute Maid

Calcium for

healthy bones



21

A plethora of ingredients can offer bone and joint health benefits


Calcium Magnesium Phosphorus

Vitamin C Vitamin D Vitamin K

Zinc Manganese Protein

Xylitol Copper

Ingredients Linked with Approved Cardiovascular Health Claims by the

European Commission

Vitamin K2

Vitamin D

Nattō, cheese, butter, egg yolks

Cow milk, soy beans/soy milk, kale

Calcium

Kale, collard greens, broccoli, oranges, kiwis, figs, strawberries, dried prunes,

rhubarb, sesame or nuts



22

Nutritious fruit/vegetable juices to target bone health BONE AND JOINT HEALTH

0

500

1,000

1,500

2,000

2,500

3,000

2017 2018 2019 2020 2021 2022

USD

mill

ion

NH Fruit/Vegetable Juice: Fastest Growing Countries at a Global Level 2017-2022

China Brazil India

RTD juices/blends

Inclusive of all ages

Naturally healthy

Clean label

Locally produced



23

Moving bone and joint positioning beyond juice BONE AND JOINT HEALTH

Organic vegan paté

Organic vegan soups

Moringa set to be the new top superfood



24

Engage with the consumer through emotional branding BONE AND JOINT HEALTH



25

Key recommendations KEY RECOMMENDATIONS

Tailor marketing strategies to be more inclusive of all ages

Work on education to reinvigorate key ageing-related positionings

Focus on the naturally healthy trend

Engage with consumers through approved health claims and emotional perspective


THANK YOU FOR LISTENING

Q&A

María Mascaraque Food and Nutrition Senior Analyst [email protected] @MascaraqueMaria https://uk.linkedin.com/in/mariamascaraque

mailto:[email protected]

https://twitter.com/ewa_hudson

https://twitter.com/ewa_hudson

https://twitter.com/MascaraqueMaria

https://twitter.com/MascaraqueMaria

https://uk.linkedin.com/in/mariamascaraque

https://uk.linkedin.com/in/mariamascaraque

../../H&W launch 2016, HW Proposa, Test Site Changes/Taxonomy file/Recording HW Taxonomy 2017.mp4

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