healthy ageing - the seniors market - bord bia

Healthy AgeingThe Seniors Market

22nd May 2013Helen King, Head of Consumer Insight & InnovationAveen Bannon, Consultant Dietician, Dublin Nutrition Centre

Growing the success of Irish food & horticulture

Agenda

Study background

Nutrition gap analysis

Dynamics of senior market

Global focus and opportunities

Bringing it all together

Study

Phase 1

Global Literature Review

Nutritional Science & Marketing

Study

Phase 1



Phase 2

Nutrient Gap Analysis

300 Food Diaries

Japan, Sweden & GB

Study

Phase 1



Phase 2

Nutrient Gap Analysis

300 Food Diaries

Japan, Sweden & GB

Phase 3

B2B Interviews

Understanding existing Global

Consumer Focus

The challenge & opportunity

Source: MCCP Phase 1/ Gibney 2010

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.

Importance of the Senior market

Size of the prize: 60+ reaches 1.2b in 2025

1980-2012The amount of people over the age of 60 has doubled in this time period

20251.2 billion people over the age of 60

2050There is estimated to be 2 billion people over the age of 60

Source: MCCPTrendstream™/Phase 1

The over 50’s global population has more than

doubled since 1996

They are 1.3 million Irish consumers …

The Over 50’s are now a significant segment in Ireland

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 81 years

UK 80 years

Canada 81 years

USA 79 years

Sweden 82 years

Japan 83 years

OECD 2011

Since 1960 Japan has achieved the highest gains in life expectancy

+ 10 yrs for women and +7yrs for men

A large, growing and wealthy cohort

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

Aged over 60 as a percentage of the population

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

Pre-seniors 40-49 years

old

healthy & active

Age & attitude



old

healthy & active

Young seniors 50-60 years

old

aware of changingability

Age & attitude



old

healthy & active


old


Middle seniors

60-70 years old

managing at leastone illness

Age & attitude



old

healthy & active

Seniors 70-80 years

old

health issues &acute illness


old


Middle seniors

60-70 years old

managing at leastone illness

Grand Seniors 80+ years old

fragility & loss of independence

Age & attitude


Seniors want to be impervious to ageing

Source: MCCPTrendstream™/ Aviva Real Retirement Report GB Winter 2012

1 in 4 of 65-74 year old continues to earn a wage in December 2012

23% of 65-74 cited wages as an income source

Of the 7.3 million people ages 55-64 5.3 million work full time and 2 million work part time

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

Source: MCCPTrendstream™/ Pfizer Health Index 2012

‘The only thing with me is health, health is everything’

‘I'm not afraid of getting old, I’m afraid of not getting old and dying healthy’

I’ve become more philosophical, I think don’t put too much butter on the toast’

‘you need to be in the mind-set of looking after yourself’

Mentally and physically more active than ever before

66% sought out new groups of friends

54% taken up a new hobby

33% of men named getting a better work life balance as their biggest priority

60% of Boomers have made changes to their home in the last 12 months

56% of Boomers agree that technology has made their lives easier

70% of Boomers are positive towards travel and visiting places

1

2

3 6

5

4

Experian Credit Expert 2011/Aviva Real Retirement Report 2012/Pfizer Health Index 2012

Healthy life years are now a necessity

In the GB 11% of those in their 70s are in some form of paid employment

Between 2006-2016, 93% of the growth in the US labour force is estimated to be amongst workers over the age of 55

In the US 63% say they might have to push back their expected retirement date because of current economic conditions

In GB, the number of workers in paid employment 65+ rose from 412k in 2001 to 870k 2010

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 self-rated 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

Source: MCCP Phase 1/ Furman 2006

%

Malnourished At risk of malnutrition

Normal

Community 3 26 71

Home care & out patient 9 43 47

Hospital 23 45 32

Institutions 20 48 32

Social isolation is a key driver of malnutrition

Many elderly people are unable to comply with balanced nutrition –meal skipping is prevalent

Nutritional Analysis300 Food Diaries

Japan Sweden Britain

+

Questionnaires

Age Profile

0%

10%

20%

30%

40%

50%

60%

50-59 60 - 69 70 - 79 80 +

Sweden Britain Japan

Age

Source: Bord Bia/ MCCP Phase 2/ Gfk Japan

Body Mass Index (BMI)

0%

25%

50%

75%

100%

BMI below recommended

range

BMI within recommended

range

BMI above reommended

range

Sweden

Britain

Japan

• 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 ?

0%

10%

20%

30%

40%


Sweden

Britain

Japan


Number of ailments highest in Britain

CountryNumber of ailments

0 1-2 3+

Japan Age category50 - 64 37.5% 62.5% 0%

65 + 28.3% 63.3% 8.3%

Sweden Age category50 - 64 25.4% 64.4% 10.2%

65 + 17.1% 68.3% 14.6%

Britain Age category50 - 64 21.4% 67.1% 11.4%

65 + 20.0% 53.3% 26.7%

Percentage of individuals living alone

0%

10%

20%

30%

40%

50%

60%


Japan had the lowest proportion living alone (11%)

Source: MCCP Phase 2/ GFK Data 2012

Typical Meal Items

Country Breakfast Lunch Dinner Snacks

Japan Rice, vegetables, seaweed, fish, bread, egg, fruit, yogurt

Beans, noodles, rice, vegetables, fish, seaweed, tofu, miso, daikon

Beans, noodles, rice, vegetables, fish, seaweed, tofu, miso, daikon

Occasional sweet foods

Sweden Oatmeal, cheese, bread, fruit, yogurt, sour milk

Pasta, rice with meat, chicken , fish and cheeseburger meals –take away

Potato with meat (particularly sausage), fish vegetable

Fruit, crackers and cheese, bread and butter, cakes

Britain Breakfastcereals, toast, coffee

Sandwich –mainly ham or cheese

Fish & chips, Curry & rice, Meat, vegetables and potatoes,Ready meals, Pies,Take aways

Biscuits, yogurts, fruit, crisps, cakes

Meal skipping is cause for concern

Breakfast Lunch Dinner Snacks

Sweden X

Britain X

Japan X

• Tendency in Sweden to eat a large breakfast and skip lunch while Britain tend to skip breakfast


Dietary Observations


Sweden - high intake of fruits , butter, dairy, fatty meats.

Britain rely more on conveninece meals

Japanese - high intake of fish, rice and condiments

Japan showing a trend of westerisation choosing high fat and sugary foods in 50-64 age group

Swedish - high protein diets for weight lossBritain - low calorie diets for weight loss

Calorie intake

0%

20%

40%

60%

80%

100%

120%

140%

160%


% Energy RNI

Sweden

Britain

Japan

Energy Breakdown

20%

39%

41%

Recommended Energy Breakdown

50 – 55 %

15 – 20 %

30 – 35 %

Source: Bord Bia/ MCCP Phase 1&2 / Gfk Japan/ Tokudome et al 2004

MACRONUTRIENTS: Fat, protein & carbohydrate

Not all fats are bad

SFA – Saturated Fat – These are fats that can raise cholesterol.

PUFA – Polyunsaturated Fats; omega -3 & omega 6

MUFA – Monounsaturated fat – These are considered to be cardio protective fats.

The ratio of Omega 3 to Omega 6 in the diet influences health


Carbohydrates –necessary for fuel and valued source of fibre

Carbohydrate Breakdown

0102030405060708090

100110120

Fibre (AOAC) Sugar Starch

Sweden

Britain

Japan

Grams (g)


Recommended daily intake of fibre 24g - - - -

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


Protein intakes – g/day

81

68

117

0

20

40

60

80

100

120

140


Quality of Protein relevant

Amino acid Leucine stimulates muscle growth.

Leucine is present in egg, fish, meat and poultry


Micronutrients –

• 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.

Vitamin D


Vitamin D % RNI

37%

25%

60%

0%

10%

20%

30%

40%

50%

60%

70%



Vitamin D deficiency is associated with osteoporosis & sarcopenia

Minerals –calcium, magnesium, Iron, iodine, zinc & selenium

Calcium & Magnesium Intakes

• The interplay between magnesium, calcium & vitamin D are essential for immune system, bone health, metabolism & heart health and blood pressure

121%

95%

133%

0%

50%

100%

150%


% Calcium RDA

81% 78%

172%

0%

50%

100%

150%

200%


% Magnesium RNI


Incidence of Osteoporosis

6%

9%

6%

0%

5%

10%



Britain - lowest intakes of magnesium, calcium & Vitamin D

Big variations in Iodine intakes

274%79%

1885%

0%

500%

1000%

1500%

2000%


% Iodine RNI

Sweden

Britain

Japan

• Iodine is required for metabolism.• Prolonged iodine deficiency may cause goitre or hypothyroidism• Seafood, seaweed & dairy are good dietary source of iodine


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

73% 71%83%

0%

25%

50%

75%

100%


% Potassium RNI

174% 157%

281%

100%

200%

300%

400%


% Sodium RNI

• 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.

High Sodium v’s low potassium intakes Increase heart disease risk

Heart Disease & Diabetes…a global issue?

16%17%

15%

10%

13%

10%9%

13%

6%

0%

5%

10%

15%

20%


Raised BP & cholesterol heart condition Diabetes


Blood pressure & cholesterol was the leading condition in Japan and Britain These issues were also in the top 3 in SwedenDiabetes most prevalent in Britain (13%)

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

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 punishmentBranding & positioning, health benefits need to be clearly explained

Barriers for suppliers

Health


Channel &

Comms

Communication through health care professionals or carersMessaging: not patronising, category communication e.g. lifestyle nutrition

Barriers for suppliers

Health


Channel &

Comms

Communication through health care professionals or carersMessaging: 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

Mental health – agility specifically Alzheimer’s

Heart health: Cholesterol – rise of statins (work to keep cholesterol low)

Diabetes – obesity means rise of diabetes issues: foods that control sugar intake


Consumer Barrier: The connection exists but not in depth

Bone/joint health: calcium understood but not necessity for protein fortification

Mental health – agility specifically Alzheimer’s

Heart health: Cholesterol – rise of statins (work to keep cholesterol low)

Diabetes – obesity means rise of diabetes issues: foods that control sugar intake


Communicate with their mind-set not their age

Sensitive to age

Don’t want to be patronised

Appreciate their needs being considered


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







Heart health: omega 3, omega 12, flaxseed

Calcium

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


Opportunity: Modified texture products

Poor swallow : Currently a recognised market in the US

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

•Snacking is inevitable especially with meal skipping, make it healthy not detrimental

•Lower salt content food and snacks

Healthy Snacking

•Many of this target audience live alone

•Smaller portions make life easier and make it more likely they will purchase/eat

Rightsizing

Opportunity: Protein and fortification of foods

• Generally nutrition is going the way of more protein/veg and less carbohydrates e.g. Sports nutrition

SportsNutrition

• Focus is currently on functional food/fortification of food rather than supplements

FunctionalFoods

• Nutritional supplement products won’t change much over the next 5-10 years

Supplements


25% of baby food manufactured by Hipp is eaten by adults -This is because it is easy to digest and nutritionally balanced

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.

Opportunity: Re-purposing

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

Meal Planning At home services Hospitals

Isolation & Skipping Meals

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 snacksHealthy 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 & InnovationAveen Bannon, Consultant Dietician, Dublin Nutrition Centre

Growing the success of Irish food & horticulture

http://www.bordbia.ie/

healthy ageing - the seniors market - bord bia

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