Healthy Ageing Report 2021
This report assesses the growing healthy ageing market which appeals to consumers, young and old, looking to take a proactive approach to prevention.
Healthy ageing
An era for preventive care
Introduction
As the global population ages at an unprecedented pace, it is estimated that by 2050, Earth will house over two billion people aged 60 years and older—increasing the demand for products and services for consumers looking to optimise healthy ageing. The COVID-19 pandemic has forever changed the perception of ageing, with people—from all ages and generations—becoming more aware of their general health status. Consumers have a better understanding of the health benefits good dietary habits can have in the short- and long-term. Younger generations as well as golden seniors are embracing the approach of prevention over cure as they age—seeking science-backed products with substantiated health benefits and products that offer convenience, and easy implementation into daily routines.
This report discusses the pandemic's impact on the healthy ageing market, addressing market growth, nutrition awareness, and commercialisation opportunities for healthy ageing. We explore preferred delivery formats, trending ingredients among older consumers, opportunities for businesses expansion, and sustainability considerations.
State of market
A category attracting the interest of young to senior consumers
According to the World Economic Forum, now is the time to invest in the healthy ageing market as life expectancy is continually increasing.1 The World Health Organization (WHO) expects 1.4 billion and 2.1 billion people to surpass 60 years old and live longer by 2030 and 2050, respectively.2 The ageing population is witnessing a growth spurt, which is predicted to accelerate in the decades ahead. Dominik Mattern, vice president marketing at Kappa Bioscience, notes that as the population continues to age, new opportunities arise, "fuelling growth in the health and nutrition market.”
As consumers become more aware of their quality of life and dietary habits today to help maintain a healthy lifestyle tomorrow, the nutraceutical and functional foods markets grow in strength. Research and Markets evaluated the nutraceutical ingredient market at US$31.4 billion in 2020, with an estimated compound annual growth rate (CAGR) of 6.8% between 2020 and 2025.3 Further, over autumn 2019, MarketPlace noted that more than half of consumers who already take supplements for health benefits increased their consumption—expedited by the COVID-19 pandemic.4 Indeed, the pandemic has led many older consumers to refocus and shift their attention to their current quality of life, dietary habits, and choices for improved short- and long-term health benefits.
Millennials represent a key opportunity for healthy ageing supplements, with half already agreeing they are more focused on their health than they were 10 years ago
Maggie McNamara, Gencor
According to Mike Hughes, head of research and insight at FMCG Gurus: “COVID-19 has fundamentally changed the way consumers evaluate their health. While initial concern about the virus was linked to its direct impact, over the last twelve months, consumers have taken a broader approach to wellbeing, questioning what other long-term health problems they are vulnerable to as a result of diet and lifestyle. Consumers are increasingly adopting the prevention over cure approach to wellbeing as they look to stay fit and active for as long as possible in life. This is something that will directly shape consumption habits as more focus is put on active ingredient and benefit claims on products.”
Looking ahead into a world post-COVID, Rick Jentis, global category head, Healthy Aging and Cellular Nutrition, Nestlé, says: "One of the lasting legacies of the pandemic will be an increased focus in overall self-care strategies. In addition to diet and exercise, consumers will likely seek out supplements that can reinforce ageing immune systems."
Jaume Reguant, healthcare director at Bioiberica, adds: “Consumers around the world appear to be taking a more unified approach to their health as they age, making all-round improvements to increase their chances of staying well in the future.” Thus, creating even greater target market potential for healthy ageing consumers.
Proactive younger consumers present an attractive opportunity to established healthy ageing brands looking to diversify their consumer base, or new brands seeking a specialised position in the overall market. According to Maggie McNamara, marketing director at Gencor: “Millennials represent a key opportunity for healthy ageing supplements, with half already agreeing they are more focused on their health than they were 10 years ago, compared to more than half of consumers aged 44-55, according to Mintel research on Marketing to Gen X.5 The notion of holistic health is rising across generations, and while Millennials may focus on other health concerns than Gen Z, Gen X or Baby Boomers, all seem to share a growing awareness of the benefits of balanced, holistic wellbeing. Seniors and younger adults are focused on preventative care, including supplementation before conditions become chronic or irreversible."
WATCH: COVID-19's impact on consumers approach healthy ageing
References
1. Officer, A., 2021. Time for the world to invest in healthy ageing populations. [online] World Economic Forum. Available at: https://www.weforum.org/agenda/2021/01/invest-un-decade-healthy-ageing
2. World Health Organization (WHO). 2021. Ageing. [online] Available at: https://www.who.int/health-topics/ageing#tab=tab_1
3. Research and Markets. 2020. Nutraceutical Ingredients Market - Forecast (2020 - 2025). [online] Available at: https://www.researchandmarkets.com/reports/3501559/nutraceutical-ingredients-market-forecast-2020#rela1-4827718
4. Hook, M., 2020. Consumer Insights For Building a Post-pandemic Supplement Brand. [online] MarketPlace. Available at: https://market-pl.com/consumer-insights-on-supplements-after-covid/
5. Mattucci, S., 2020. Millennials need to think about healthy aging today. [online] Mintel. Available at: https://www.mintel.com/blog/personal-care-market-news/millennials-need-to-think-about-healthy-aging-today
Healthy ageing
nutrition awareness
Understanding how nutrient
needs change as we age
Nutrition plays a complex role in ageing as the environment can significantly influence consumers’ dietary choices. Consumers at different age groups have different needs. For instance, ageing is correlated to physiological changes such as loss of muscle mass; thus, older consumers' protein daily requirements are higher than younger adults. Still, older consumers and community-dwelling adults are often unaware of which nutrients are specific to their age group and in what quantities. Therefore, the risk of malnutrition is high in the elderly population, whilst awareness of such risk is low.1
Understanding this nutritional gap need from older consumers is crucial for the nutraceutical industry to fulfil this whitespace with products strategised to improve health and benefit older adults with supplements and fortified foods to meet their specific nutritional requirements.
“Nutrients are not just fuel and energy but essential building blocks for healthy ageing,” Mattern observes. “The western diet, which is rich in calories, but poor in some essential nutrients, puts much strain on health and health care systems. We truly are what we eat, how we sleep, how we train, what we think and how we interact with the outer world.
"Nevertheless, this market still is highly relevant for the silver surfers, not only for physiological but also commercial reasons. In marketing, we are often obsessed by the rise of the millennials, but the grey market is a bigger one, with much more spending power."
Nutritional education is changing among older consumers. The pandemic has sped up consumers’ curiosity in understanding the benefits of the products they are buying, allowing them to take more ownership and control over their health. Jentis reinforced this idea: “COVID 19 increased consumers interest in being proactive in managing their health. Consumers became more aware of claims related to immune support and researched which ingredients are best for them.”
LISTEN: The role of micronutrients in immunity and associated product development – podcast
Hughes agrees that consumers are more interested in their immune health and calls out other areas of interest as older consumers "are recognising how it is linked to other areas of wellbeing and how issues such as poor cognitive health or digestive problems can increase vulnerability, something that will only intensify as consumers gain awareness of the microbiome system."
Mattern adds, “According to NBJ consumer research, nearly 80% believe the immune system helps both when sick and healthy and that it is both a fighter and a healer.”
McNamara shares: “MarketPlace verified that the demand for immunity-centric supplements had increased significantly. In the fall of 2019, immunity ranked fifth on the list of consumer demands relative to other nearly 20 health categories like heart health and overall wellness. In their updated research for COVID-19, immunity moved into the third spot, following disease prevention/overall wellness and gut/digestive health.2”
On the other hand, Dr Geoff Mullan, CEO and co-founder of humanpeople, highlighted that the pandemic has led to an increased interest in sleep and anxiety, even more so than immunity. According to Reguant, independently of the health category grasping consumers interest the most, benefit awareness of products and ingredients are found to highly influence consumer purchasing behaviour: “Market data tells us that the more aware a consumer is of an ingredient and its benefits, the more likely they are to purchase products containing it.”
References
1. Castro, P., Reynolds, C., Kennelly, S., Geraghty, A., Finnigan, K., & McCullagh, L. et al. (2021). An investigation of community-dwelling older adults' opinions about their nutritional needs and risk of malnutrition; a scoping review. Clinical Nutrition, 40(5), 2936-2945. DOI: https://doi.org/10.1016/j.clnu.2020.12.024
2. Hook, M., 2020. Consumer Insights For Building a Post-pandemic Supplement Brand. [online] MarketPlace. Available at: https://market-pl.com/consumer-insights-on-supplements-after-covid/
Commercialising healthy ageing products
Identifying sweet spots in a broad market brimming with opportunity
Consumers are turning to ingredients with health claims to include in their diet, whether from natural foods such as fruits and vegetables, functional foods, or drinks. According to McNamara, “the older consumer is looking for supplements to help with both short-term needs, like boosting energy and alertness for the day, and with long-term goals like supporting bone and joint health, mobility, and other conditions that relate directly to the quality of life."
Hughes has noticed “brands are placing greater emphasis on validating claims made on packaging through scientific evidence because as consumers become health-conscious, they also become sceptical towards health claims in general." Brands are also packing multiple health benefits in a single product, making them more easily accessible for consumers looking to take a holistic approach. According to Innova Market Insights 2020 survey, seven out of 10 consumers changed their behaviour towards better health, balancing physical, mental and emotional health.1
When looking at the mobility market, Reguant says, "There's an opportunity to communicate the benefits of good mobility for overall health and wellbeing and improving quality of life, making mobility solutions relevant to traditional target markets and a new generation of consumers seeking sustainable, long-term health products. For example, convenient 'better for you' products that are nutritional and also bring added health benefits, such as supporting mobility, are likely to be considered more appealing than products targeting specific health issues in isolation, such as joint health."
Mobility and independence remain key priorities among seniors
As the pandemic has expanded the number of consumers interested in healthy ageing, should companies target and advertise their healthy ageing products to specific age groups? Hughes and Reguant believe brands can target all consumers of all ages with the concept of healthy ageing. "Hughes says: "Younger consumers are recognising that they are not as healthy as they should be because of the busy lives that they lead, impacting their diets and ability to relax. Allergies and intolerances are also becoming increasingly common amongst this group. Meanwhile, mid-life and senior consumers recognise that they are becoming increasingly vulnerable to disease and illness.
WATCH: Evolving nutrition trends in healthy ageing (APAC)
"As such, consumers of all ages are taking steps to improve their health, even to maintain a good quality of life or actively break stereotypes associated with older age and vulnerability. While the types of products and formats of appeal may differ between age groups, consumers of all ages are on the lookout for products that boost health.”
However, it is still important to specify the different benefits for the various demographics. Reguant adds: "Products for seniors may highlight remaining independent and living life to the fullest, while solutions for active consumers could be positioned as reducing the risk of damage through exercise-induced stress, or supporting performance for more serious athletes.”
Allergies and intolerances are also becoming increasingly common amongst this group
Mike Hughes, FMCG Gurus
Interestingly, Mattern believes products with immune health claims could sell year round. Thus, brands looking to increase their sales could benefit from exploring immunity category products. "Immune health seekers are a proactive, preventive-care audience, which falls into the definition of a healthy ageing market” he says. “Furthermore, for the majority, 'vitamins' comes first to mind when thinking about immune health. Multivitamins rank highest on the dietary supplement list, as they are both familiar and accepted as safe."
The commercial opportunities for new healthy ageing products are limitless. For instance, specific Lactobacillus probiotic strains can help consumers maintain glucose levels2—an important focus for the elderly. Collagen hydrolysate and milk protein-blend functional drink support muscle health in older men.3 Further, Oligopin—French maritime pine bark extract (Pinus pinaster) helps support bone health in older women with osteopenia.4
Hughes highlights: “Consumers want to see functional claims across a variety of product categories, irrespective of whether these categories are deemed better-for-you or are inherently associated with indulgence, meaning that there is an opportunity to promote functional and fortified ingredients across a variety of categories. Impulse categories will be especially appealing to consumers, especially if they can combine taste and nutrition."
References
1. Lalou, K., 2020. Healthy aging: Innova Market Insights reveals rising holistic nutrition demands. [online] Food Ingredients 1st. Available at: https://www.foodingredientsfirst.com/news/healthy-aging-innova-market-insights-reveals-rising-holistic-nutrition-demands.html
2. Primec, M., Škorjanc, D., Langerholc, T., Mičetić-Turk, D. and Gorenjak, M., 2021. Specific Lactobacillus probiotic strains decrease transepithelial glucose transport through GLUT2 downregulation in intestinal epithelial cell models. Nutrition Research, 86, pp.10-22. DOI: https://doi.org/10.1016/j.nutres.2020.11.008
3. Brook, M., Scaife, P., Bass, J., Cegielski, J., Watanabe, S., Wilkinson, D., Smith, K., Phillips, B. and Atherton, P., 2021. A collagen hydrolysate/milk protein-blend stimulates muscle anabolism equivalently to an isoenergetic milk protein-blend containing a greater quantity of essential amino acids in older men. Clinical Nutrition, 40(6), pp.4456-4464. DOI: https://doi.org/10.1016/j.clnu.2021.01.002
4. Majidi, Z., Ansari, M., Maghbooli, Z., Ghasemi, A., Ebrahimi, S., Hossein-nezhad, A. and Emamgholipour, S., 2021. Oligopin® Supplementation Mitigates Oxidative Stress in Postmenopausal Women with Osteopenia: A Randomized, Double-blind, Placebo-Controlled Trial. Phytomedicine, 81, p.153417. DOI: https://doi.org/10.1016/j.phymed.2020.153417
Hot in healthy ageing
Preferred delivery formats,
trending ingredients
Jörg Büttinghaus, vice president sales at Kappa Bioscience, notes that, recently, droppers and tinctures triumphed compared to capsules and tablets. “With the decline in growth figures for fruit gum products, this dosage form is now enjoying increasing popularity in the United States,” he says.
When considering manufacturing advantages and challenges, he further highlights: “Production is simple and requires few additives, which keeps production costs low and supports clean labels. Consumers appreciate the easy dosage and convenient ingestion. However, droppers can only cover parts of the market because non-soluble ingredients and nutrients that require a high charge in the milligram range cannot be included. In particular, the fat-soluble vitamins E, D, K, A are readily offered and purchased in this dosage form.”
Creative delivery formats could positively influence consumers to ingest appropriate nutrient levels for healthy ageing
Interestingly, Reguant sees a wider range of delivery formats gaining traction, including powders, shots, coffee-based drinks, and snacks. This increased variety of delivery formats allows for easier accessibility, convenience, and adaptability for consumers, ensuring older consumers can easily implement and obtain all their required nutrients as part of their routines. As elderly consumers might have reduced appetite and can find it challenging to take tablets and pills due to impaired swallowing ability, for example, fun and creative delivery formats could positively influence consumers to ingest appropriate nutrient levels for healthy ageing. “Nutrients that can be ingested as coated tablets, which are easier to swallow, capsules, soft gels, time-released capsules, powders, liquids, chewable tablets, gummies, shakes, beverages, and nutritional bars are great alternatives to the chunky pill,” McNamara adds. “The key is to provide a more pleasurable experience for the consumer, which has been a problem for supplement companies to overcome in the past.”
LISTEN: Unique delivery systems and personalised nutrition connections are among the differentiators supporting growth of the healthy ageing segment in APAC
However, Reguant says, “Capsules are still favoured amongst manufacturers because they enable the safe containment of a wide range of ingredients, making them ideal for comprehensive solutions that provide multiple benefits—an area that can be difficult in functional foods due to formulation challenges. Ingredients that are efficacious at low doses, such as native type II collagen (versus hydrolysed collagen), make it easier for manufacturers to create combined supplement solutions in small, convenient formats that can easily be added to consumers' daily routines."
When it comes to trending ingredients, collagen remains a star ingredient
When it comes to trending ingredients, collagen remains a star ingredient. Reguant reinforces: “Having broken out of its niche, collagen has become an established ingredient across multiple health areas, including skin, beauty and joint health, thanks to growing consumer understanding of its multifunctional and nutritious benefits." Future exploratory opportunities for next-generation collagen products include native (undenatured) type II collagen. "With a different mechanism of action to its hydrolysed counterpart, it offers enhanced efficacy at lower doses (40mg/day) and is therefore opening up innovation opportunities for dietary supplement manufacturers," he concludes.
Vitamin C, vitamin D, protein, omega-3, and probiotics are all trending ingredients among consumers because, according to Hughes, consumers associate these ingredients with stronger immunity. Interestingly, Mattern highlights the newly found synergy of vitamin D and K2 in immunity.1 Further, the gut microbiome changes as consumers age, and microbiota diversity is associated with healthy ageing and decreased mortality rates.2
With new and innovative ingredients in mind, Hughes predicts the ingredient lactoferrin will increase in popularity. “This is an ingredient that is well known across Asia-Pacific and to a lesser extent North America, but less so in Europe. However, consumer awareness of the ingredient is expected to grow over the next five years,” he says. Nitrate is also an interesting ingredient for older consumers as it promotes muscle strength3 and running stamina over time.4
Ingredients that offer multiple health benefits such as curcumin are also trending in the healthy ageing space, especially when combined other active ingredients. McNamara explains: “Curcumin combined with iron, recently clinically proven to help BDNF levels, which increases the growth of new neurons and may help fight various degenerative processes in your brain.5 Curcumin has beneficial effects on several factors known to play a role in heart disease. Plus, it is an anti-inflammatory agent and antioxidant.”
References
1. Bergeland, T., 2021. The overlooked benefits of vitamin K for the immune system. [online] Vitafoods Insights. Available at: https://www.vitafoodsinsights.com/vitamins-and-minerals/overlooked-benefits-vitamin-k-immune-system-0
2. Wilmanski, T., Diener, C., Rappaport, N., Patwardhan, S., Wiedrick, J., Lapidus, J., Earls, J., Zimmer, A., Glusman, G., Robinson, M., Yurkovich, J., Kado, D., Cauley, J., Zmuda, J., Lane, N., Magis, A., Lovejoy, J., Hood, L., Gibbons, S., Orwoll, E. and Price, N., 2021. Gut microbiome pattern reflects healthy ageing and predicts survival in humans. Nature Metabolism, 3(2), pp.274-286. DOI: https://doi.org/10.1038/s42255-021-00348-0
3. Sim, M., Blekkenhorst, L., Bondonno, N., Radavelli-Bagatini, S., Peeling, P., Bondonno, C., Magliano, D., Shaw, J., Woodman, R., Murray, K., Lewis, J., Daly, R. and Hodgson, J., 2021. Dietary Nitrate Intake Is Positively Associated with Muscle Function in Men and Women Independent of Physical Activity Levels. The Journal of Nutrition, 151(5), pp.1222-1230. DOI: https://doi.org/10.1093/jn/nxaa415
Focal points
Opportunities for business expansion
Education, partnerships and collaboration to promote the health benefits of ingredients among consumers are pivotal for any business looking to expand operations. “Consumers are becoming more and more informed, researching the most effective ingredients to help them reach their health goals,” Reguant says. “Market data tells us that the more aware consumers are of an ingredient and its benefits, the more likely they will be to purchase products containing it. For example, approximately 15% of consumers have heard of native type II collagen in the mobility space. But of those aware of the ingredient, as many as a quarter actively seek it out because of its associated health benefits. When it comes to innovating with new and unfamiliar ingredients, generating awareness is an essential step that must take place before we can expect consumers to trust in the benefits of a product fully. The right partnerships can give brands the tools to communicate these benefits—from access to academics to provide essential scientific research, to commercial partners who can bolster a product’s reputation through co-branding and marketing support programmes.”
15% of consumers have heard of native type II collagen in the mobility space
Jaume Reguant, Bioiberica
Jentis adds: “Healthcare professionals share our passion for helping keep ageing consumers healthy and active. Exercise and diet are two pillars to delivering on sustained wellness. We seek to partner with healthcare professionals to provide them with information and tools to assess potential nutritional gaps and solutions to meet individual consumers’ needs.”
According to Hughes, “This is a big area of opportunity, especially as validation of health claims is crucial. Indeed, consumers can be sceptical of claims made by health and wellness brands, often believing that these brands can make misleading claims to capitalise on consumer desperation for instant health solutions. Consumers are demanding branded ingredients and scientific evidence to validate claims. One way of maximising this trust is through working with health professionals to endorse claims.”
Understanding consumers’ needs and wants can also benefit companies looking at new product development. According to Mattern, “Consumer-targeted new product development plays a key role and is gravely neglected.” Digestive disorders, sensory impairments such as vision loss, cognitive decline, reduced motoric function, taste and smell are all characteristics of older consumers. Thus, companies would benefit from taking a consumer-centric approach to help prevent consumers’ anticipated problems.
Other promising areas to explore are personalised nutrition and wearable technologies to allow for quick, regular monitoring of nutrient levels. “Consumers want information in real-time, and they want that information to dictate their specific needs”, Hughes shares. “A high proportion of people say that they like the concept of chip-enabled skin patches that monitor health levels and provide information on what nutrients are needed.” Hughes further highlights that consumers from across all age groups are receptive to such technology. As such, the opportunity level for wearables is high. “The key is ensuring that these products are affordable and convenient.”
Jentis calls out one emerging area in healthy ageing for businesses to explore. “One emerging area in this space is the territory of ‘cellular nutrients’ specialised molecules that target deep inside cells to renew natural processes that can decline with age,” he says. Nutrition genetic testing is an area Hughes sees opportunities arising as it is expected to grow substantially in the next five years. “Consumers recognise that DNA and genes are something that influences health but currently, few have researched this area of wellbeing,” he says. “Nutrition genetic testing is where consumers exchange information around DNA in exchange for a health assessment and from this, personalised products to deal with their specific health goals.” Thus, proposing new ways for personalisation for consumers to reach optimal health following adequate nutritional approach—“although there are some issues that need to be considered, such as the safe handling of personal information such as DNA samples and the ethics of the information provided.
Consumers from across all age groups are receptive to wearable technology
Sustainability considerations
Partnerships essential to overcoming global nutritional challenges
Sustainability has been a topic of interest for both companies and consumers. The COVID-19 global pandemic emphasised the importance to adopt sustainable practices in an urgent matter. Importantly, Mattern stressed that all generations and consumers "are embracing environmental responsibility and sustainability, and making the connection between planetary health and personal health.” It is a great time for companies to upscale their sustainable considerations and contributions in the industry—especially as the United Nations UN declares the ‘UN Decade of Healthy Ageing’.1
Private-public collaborations are key to meeting UN Sustainable Development Goals surrounding malnutrition and improved health challenges
The UN Decade of Healthy Ageing 2021-2030 resolution aims to support the Sustainable Development Goals (SDGs)2, focusing on improving the lives of ageing populations. As noted online: “The COVID-19 pandemic has highlighted the seriousness of existing gaps in policies, systems and services. A decade of concerted global action on Healthy Ageing is urgently needed to ensure that older people can fulfil their potential in dignity and equality in a healthy environment.” Thus, all industries can come together and collaborate to improve the lives of the ageing population, especially in developing countries—health and nutrition play a big role in that alongside Public-Private Partnerships (PPPs).
When considering how diets can be high in energy but low in nutrient densities, PPPs can help fix that and halt malnutrition, which is important for the ageing population that faces high risks for undernutrition and malnourishment. David Heber, the chairman of the Herbalife Nutrition Institute (HNI), shared in an editorial article3 that "35% of community-dwelling elderly are nutritionally deficient in protein, calories, minerals and vitamins. Lack of proper amounts of protein and sedentary lifestyles can lead to loss of muscle and gain of fat. There are also hidden aspects of malnutrition, with 20–65% of hospitalised elderly suffering from nutritional deficiencies. The prevalence of malnutrition in long-term care facilities is estimated to be between 30–60%.” The issue of malnutrition is big among the elderly; thus, the private sector can help the public sector by providing solutions to keep consumers' minds and bodies active and healthy as they age.
LISTEN: Introduction to GAIN's initiative, launched by the UN to tackle human suffering caused by malnutrition
Product fortification with functional foods, for example, can help with the nutrition density of foods consumed. The nutraceutical industry can further work with public bodies to supplement older consumers with nutrients missing from their dietary habits. Heber believes, "A systematic approach towards the cause of elderly care with equal participation from public and private entities will help achieve a standard that these seniors, in their golden age, deserve.”
References
1. World Health Organization (WHO). 2021. Decade of Healthy Ageing (2021-2030). [online] Available at: https://www.who.int/initiatives/decade-of-healthy-ageing
2. United Nations (UN). 2021. THE 17 GOALS | Sustainable Development. [online] Available at: https://sdgs.un.org/goals>
3. Heber, D., 2021. The Role of Nutrition in Healthy Ageing | Healthcare Management. [online] Asian Hospital & Healthcare Management. Available at: https://www.asianhhm.com/healthcare-management/role-nutrition-healthy-ageing
The nutraceutical industry can further work with public bodies to supplement older consumers with nutrients missing from their dietary habits
Industry Experts - Q&A
Paid content
Contact: Claus Christian Wieczorek
Job title: Business Development Manager, International Sales
Company: TLL The Longevity Labs GmbH
Contact: sales@spermidinelife.com
Visit us: www.spermidinelife.com/en/
1How do you see the priorities and areas of focus changing within the healthy ageing category? How is your company innovating to fit the vision of the future market?
The healthy ageing category is currently considered one of the most fascinating research topics and many scientists have discovered new results about the ageing process in recent years. Leading scientists like Harvard’s David Sinclair are on the forefront and are trying to bring the topic to a wider audience.
The focus on the health of our cells, the smallest units in our body, has been one important area of research. The year 2016 marks a milestone when Japanese cell biologist Yoshinori Ohsumi was awarded the Nobel Prize for Medicine for his contributions to the broader understanding of a cell recycling process better-known as autophagy.
Autophagy is the body’s ability to process and recycle old cell components and it ensures the disposal of harmful cellular waste. Autophagy is stimulated by fasting, exercise, and a substance called spermidine, which occurs naturally in the body.
The new research around spermidine is exactly the area in which our company Longevity Labs+ is focusing its efforts as we developed the world’s first naturally produced nutritional supplement made from spermidine-rich wheat germ extract.
2In what categories of healthy ageing are your ingredients ideally suited for formulation? Do your ingredients carry supporting studies?
Spermidine is a natural polyamine which can be found within our cells and plays an important role in the outlined process of autophagy.
Our product spermidineLIFE® Original 365+ was developed during years of research at the Karl-Franzens University Graz and is produced in Austria. Longevity Labs+ uses a unique and proprietary natural extraction process without strong solvents or chemicals. The wheat germ used is locally sourced and GMO-free. Furthermore, the product is made 100% of plant-based raw materials and supported with clinical studies to ensure safety and efficacy in slowing down the cell ageing process. An incredible 13,440 studies have been conducted on spermidine, highlighting its immense potential.
3How do you define your company’s point of differentiation and advantages in the market?
Our product spermidineLIFE® Original 365+ is a dietary supplement made from natural spermidine-rich wheat germ extract. In contrast to a variety of competitors, we do not use any synthetic spermidine and our extract received the Novel Food Approval of the EFSA Authority.
Longevity Labs+ focuses on a scientific approach that is rooted in a strong cooperation with the University of Graz. The product is based on more than 10 years of research and is clinically tested. Furthermore, it is used by scientifically recognized research teams and is currently the only spermidine product applied in clinical studies.
We were the first spermidine supplement on the global market and since the product launch in February of 2019 we have won several Innovation awards in Austria and Germany and are expanding both in the US with our own subsidiary and in the rest of the world with selected partners.
4How are you supporting your customers in connecting to the growing population of healthy ageing consumers?
Our goal is to provide our customers with the best tools available to live a long and healthy life. We would like to offer the best spermidine product on the market and therefore we pay attention to every step in the value chain, ranging from sourcing of our wheat germ to production and packaging. Safety, stability and quality of the ingredients are crucial for our product development.
Moreover, we want to point out the importance of our cooperation with the University of Graz in Austria which allows us to be always up to date regarding new research developments und scientific findings.
Contact: Suhail Ishaq
Job title: President
Company: BioCell Technology, LLC
Contact: info@biocelltechnology.com
Visit us: www.biocelltechnology.com
1How do you see the priorities and areas of focus changing within the healthy ageing category? How is your company innovating to fit the vision of the future market?
In recent years, we've seen a boom in demand for dietary supplements that address skin health and healthy aging surging across demographics. People are increasingly embracing skincare as a lifetime practice. For instance, we're seeing consumers in their twenties and thirties start to invest in upscale skin health and antiaging measures, which bodes well for the industry's growth both now and in the years to come. As a science-driven company, we continue to focus our R&D efforts on unlocking new insights on BioCell Collagen® and its impact on healthy aging.
2In what categories of healthy ageing are your ingredients ideally suited for formulation? Do your ingredients carry supporting studies?
BioCell Collagen® is a highly versatile ingredient that offers multi-functional benefits. Formulators can turn to BioCell Collagen® when developing nutricosmetics, joint health, or even broader healthy aging supplements. Decades of research support the safety and efficacy of BioCell Collagen for significantly improving visible signs of aging such as wrinkles, fine lines, and crow's feet and for providing internal support for healthy connective tissues and joints. Most recently, a peer-reviewed study published in the May issue of Journal of Functional Foods found that oral supplementation of BioCell reduced signs of uvb-induced photoageing, with significant decreases in wrinkles and transepidermal water loss, and significant increases in skin elasticity and hyaluronic acid content. These findings, along with prior studies in humans, add to a deep body of research on the efficacy of collagen as a safe and effective option for a healthy aging routine.
3How do you define your company's point of differentiation and advantages in the market?
BioCell Collagen® is a branded ingredient that is superior to isolated collagen ingredients for a variety of reasons. With BioCell Collagen®, you are getting much more than collagen peptides alone, and it has a lower effective dosage than other collagen ingredients. BioCell Collagen® is composed of a matrix of naturally-occurring hydrolyzed collagen II peptides, chondroitin sulfate, and hyaluronic acid, which was proven effective in multiple human clinical trials. BioCell Collagen® has a clinically substantiated dosage of only 1 g per day as a beauty supplement and 2 g per day as a joint health supplement.
Look for BioCell's trademarked logos of authenticity proudly displayed on the labels of finished consumer products that contain the BioCell Collagen® ingredient.
4How are you supporting your customers in connecting to the growing population of healthy ageing consumers?
BioCell Collagen® offers tremendous value from the supply chain to consumers in today's dietary supplement market. From clinically substantiated claims to a supply chain that is only in the US and Europe.
Dietary supplement CPG brands that use the BioCell Collagen® ingredient in their finished consumer products can substantiate specific structure-function claims based on clinical evidence with regulatory compliance.
Dietary supplements that contain a daily dosage of 1 gram of BioCell Collagen® can substantiate:
• Reduces facial lines and wrinkles*
• Reduces crow’s feet*
• Improves skin elasticity*
• Reduces skin dryness*
• Boosts skin collagen and hyaluronic acid*
Dietary supplements that contain a daily dosage of 2 grams of BioCell Collagen® can substantiate:
• Promotes joint comfort and mobility*
• Promotes cartilage health and stimulation*
• Promotes synovial fluid health*
• Boosts hyaluronic acid*
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
Contact: Elsa Trotier
Job title: Product Manager
Company: Ingredia
Contact: i.communication@ingredia.com
Visit us: www.prodiet-fluid.com
1How do you see the priorities and areas of focus changing within the healthy ageing category? How is your company innovating to fit the vision of the future market?
We see more and more seniors practicing sport to stay healthy and avoid sarcopenia. Thus, we worked on the problematic of mobility by formulating “Move Up”, a high-protein drink featuring a slow release protein to fight sarcopenia, Prodiet® Fluid, combined to our bioactive OsteumTM CPP to prevent osteopenia.
This being said, seniors do not want to feel categorized and want healthy food that taste as good as younger adults’ foods. At Ingredia, we have the objective to propose native proteins with a delicious milky taste to formulate indulgent and healthy products for seniors.
2In what categories of healthy ageing are your ingredients ideally suited for formulation? Do your ingredients carry supporting studies?
Our nutritional ingredients are ideally suited to prevent night fasting, sarcopenia and osteopenia, either in ready-to-drink or puddings formulation.
Ingredia developed two concepts of high protein drinks illustrating it:
The first one is “Keep Up” with our native micellar casein Prodiet® Fluid and our hydrolysate S25, a drink that fights against night fasting and helps prevent sarcopenia.
The second one, “Move Up” is a high-protein drink featuring our micellar casein Prodiet® Fluid and our bioactive OsteumTM CPP that helps prevent sarcopenia and osteopenia.
During Vitafoods, we will present a third concept for seniors, an indulgent high-protein pudding for a healthy snack.
3How do you define your company’s point of differentiation and advantages in the market?
Our company proposes native proteins coming from fresh milk, obtained with a gentle process. They contain all of the essential amino acids, they are rich in BCAA (Branched Chain Amino Acids) especially in leucine which triggers muscle synthesis and help prevent sarcopenia to support healthy ageing. Our proteins are dedicated to high-protein products. Prodiet® Fluid is a native micellar casein to formulate high-protein drinks up to 14% protein.
Prodiet® Advance is a native micellar casein to formulate high-protein puddings up to 12% protein.
4How are you supporting your customers in connecting to the growing population of healthy ageing consumers?
Ingredia not only proposes outstanding proteins to help our customers launch delicious high-protein products, we also formulate innovative concepts to inspire them in their futures development.
Finally, we propose our R&D expertise to help them formulate with our proteins and bioactives. Our technicians and our food technologists are specialized in application and are dedicated to your innovation. This R&D energy contributes to the new features development and their implementation with the perfect knowledge of raw materials, processes, formulations. Experts on innovation, Ingredia work alongside its customers to increase the performance of products and support them to set out to capture new markets.
Contact: Lorenzo Carlini
Job title: Founder
Company: LC Ingredients
Contact: contact@lcingredients.com
Visit us: www.lcingredients.com
1How do you see the priorities and areas of focus changing within the healthy ageing category? How is your company innovating to fit the vision of the future market?
With the global population growing older we have noticed a consolidation of the Healthy Ageing segment from trend to adopted standard. While the elderly population consider supplement as part of their routine, younger generations have shown a different approach to the matter, refusing traditional delivery methods often seen as unnecessary medicaments. Our challenge is to capture their interest with innovative solutions that can make supplements funnier and easy to use. Ideally, we would like to increase the consumption opportunities, to make supplements a natural everyday choice adaptive to different budgets, interests and lifestyles.
With this goal in mind, we encourage new developments towards functional food, functional drinks, gummies, stick packs, chewable and many others.
2In what categories of healthy ageing are your ingredients ideally suited for formulation? Do your ingredients carry supporting studies?
Clinical studies and science-based ingredients are in the DNA of LC Ingredients, we have always investigated the efficiency and functionality of our actives towards the areas of applications identified. Thanks to this approach we are nowadays able to offer a full range to target the Beauty from Within sector with proven efficacy to reinforce Hair, Skin and Nails, by stimulating keratinocytes activities and protein synthesis, as well as the Joint Health segment by promoting development and regeneration of cartilage. Our ingredients are also covering a wider range of anti-inflammatory and anti-oxidant applications, protecting from UV lights and promoting the production of SOD and glutathione.
A unique area of expertise resides in the natural pigmentation of Hair and Skin by boosting the melanogenesis process. Of course we also offer a wide range of more basic ingredients, such as organic vitamins and minerals, optimized curcumin or collagen.
Finally, most of our ingredients have been tested and approved for Supplements and Cosmetic application, for a holistic approach to preserve the functionality of our ageing body.
3How do you define your company’s point of differentiation and advantages in the market?
We never stop seeking potential innovation, even when exogenous, to our value proposition. Thanks to our team and selected partners we always evaluate potential synergies with other actives into disruptive delivery methods to enhance the efficiency of our ingredients. Our dynamic structure allows us to move quickly and effectively in a complicated environment, making us the perfect partner for any company willing to launch a new product. We strive to offer the best solution matching with our partners’ needs, it can be just selling an ingredient, it can be formulating a finished product or even launching a clinical study to help marketing teams in their promotion.
4How are you supporting your customers in connecting to the growing population of healthy ageing consumers?
We like to offer ourselves as a developing platform where our knowledge is at the service of our customers. We tend to share consumer perspectives, new regulations, growing trends, new technologies and market leaders’ preferences. We look at global trends while respecting local peculiarities, we value successful stories as the foundation for future developments.
We look at the best-in-class operations re-engineering processes to identify the matrix of success. Most importantly we are honest, transparent and we keep an open conversation with our partners for a cohesive approach to meet customers’ needs.
Contact: Isabel Gomez
Job title: Global Marketing Manager
Company: Lubrizol Life Science
Contact: nutraceuticals@lubrizol.com
Visit us: www.lipofoods.com
1How do you see the priorities and areas of focus changing within the healthy ageing category? How is your company innovating to fit the vision of the future market?
The wake of the COVID-19 pandemic has increased the demand for nutraceutical products focused on healthy aging. This is driven by increasingly health conscious consumers who are taking preventative healthcare measures by a proactive approach to managing health and are looking for products that protect their health for future years.
In this respect, nutraceuticals have an exceptional positioning within healthy ageing. They can address nutritional needs of consumers as they are proved to be a good solution to support an active healthy lifestyle for consumers as a preventative approach.
However, building trust in nutraceuticals through established and health claim-validated ingredients remains necessary. To provide more comprehensive benefits for the consumers, Lubrizol´s science-backed branded ingredients are aimed at addressing the different health needs of consumers as they age.
2In what categories of healthy ageing are your ingredients ideally suited for formulation? Do your ingredients carry supporting studies?
By a wide range of science-backed branded botanical and mineral ingredients, we address the different needs of consumers as they age including solutions for bone and joints health, heart health, cognitive function and mental support, beauty from within and immune health to support an active lifestyle and healthy aging across all life stages.
Some of our ingredients include: ASTAGILETM microcapsules, a naturally stable astaxanthin with proven neuroprotective efficacy, LIPOFERTM microcapsules, a highly stable and bioavailable iron with clinical data on superior iron absorption, CURCUSHINETM microcapsules, a bioavailable source of curcumin with anti-aging proven claims and MAGSHAPETM microcapsules, a highly concentrated source of magnesium with proven benefits on enhanced muscle function and relaxation.
3How do you define your company’s point of differentiation and advantages in the market?
Our company specializes in added-value functional food ingredients, enabling differentiated nutraceutical solutions with scientific backing. Our differentiation comes from our core technology strength in microencapsulation applied to botanical and mineral ingredients, that gives us potential basis to enable our customers to develop premium products with leading performance claims.
Some benefits of using Lubrizol´s microencapsulation technology include: controlled interactions with other components, minimized unpleasant taste, enhanced bioavailability, improved stability and dispersibility in final formulas as well as controlled release of functional ingredients.
4How are you supporting your customers in connecting to the growing population of healthy ageing consumers?
To contribute to the success of our customers in the healthy aging space, we offer a differentiated value proposition by providing forward-looking content by connecting trends, consumer insights and science coupled with our unique technical capabilities and clinical efficacy in our branded ingredients offering. Therefore, we can deliver value to our customers by providing consumer-validated products and ideas that let them get to market faster and more effectively.
Biographies
Our expert contributors
Jörg Büttinghaus, Vice President Sales,
Kappa Bioscience
Jörg Büttinghaus heads the global sales organisation of Kappa Bioscience, the pioneer in developing and producing fully biologically active all-trans vitamin K2. As Vice President Sales, he is responsible for Kappa Bioscience's international customer business and commercial development. Jörg is a member of various industry associations in North America and Europe and has excellent networks. He challenges the industry with his passion for transparency and business ethics.
Mike Hughes, Head of Research and Insight,
FMCG Gurus
Mike Hughes is Head of Research and Insight and has over 14 years of experience analysing consumer trends across the food, drink and supplement industry. Mike has a particular interest in challenging industry perceptions regarding assumptions around how consumers think and behave and identify new and evolving trends across markets.
Rick Jentis, Global Category Head, Healthy Aging and Cellular Nutrition, Nestlé Health Science
Rick Jentis is the Global Category Head for Healthy Aging and Cellular Nutrition at Nestlé Health Science. In this role he leads the development and execution of strategy, marketing and innovation for NHSc’s brands focused on empowering consumers to age better through the power of nutritional solutions. Cellular Nutrition provides a new way to address the symptoms associated with aging by attacking changing processes inside every cell. Previously, Rick has led Innovation and Digital marketing in the US for NHS and several management roles on the Gerber brand. Rick holds and MBA from the Fuqua School of Business at Duke University and a Bachelors degree from Cornell University.
Dominik Mattern, Vice President Marketing,
Kappa Bioscience
Dominik Mattern is a marketing professional and nutrition scientist with the mission to help leaders grow and change their businesses. He spearheads marketing at Kappa Bioscience AS, the trusted partner delivering superior quality health solutions & thought leadership around vitamin K2. Dominik believes in the power of nutrition and the need to take a long-term view of our business and its consequences - ecological and societal. He is looking through a broad lens with a fine-tipped brush, studied food chemistry and has spent over 20 years in healthcare with clients to lead growth through marketing, innovation, and new technology. Dominik has worn hats, from R&D to Sales, Business Development, Innovation, Global Marketing, and Strategy.
Maggie McNamara, Marketing Director, Gencor
Maggie McNamara is the Marketing Director for Gencor. She is a veteran Brand and Marketing Strategist who has worked with multimillion-dollar companies to grow their brand value and increase market share. After spending over a decade working with companies like BMW, P&G, Bavaria Brau, Jacuzzi and Silicon Graphics, she ran a successful marketing agency and a growing a clothing line. Maggie holds a BA in Communications and MultiMedia, a BA Hons in Marketing Communication and a Masters in Organizational Communications from the University of Johannesburg, South Africa.
Dr Geoff Mullan, CEO and Co-founder, humanpeople
Dr Geoff Mullan is CEO and Co-Founder of humanpeople a company that specialises in healthy ageing that aims to detect problems at an early stage and offer bespoke solutions, and pre-packed high strength supplements. Qualified doctor trained at Guys & St. Thomas’ and King’s College London, Dr Mullan holds a degree in Medicine, BSc in Endocrinology. He is also a qualified Functional Medicine Doctor and Member of the Institute of Functional Medicine.
Jaume Reguant, Healthcare Director, Bioiberica
Jaume Reguant is Healthcare Director at Bioiberica, where he oversees and offers strategic direction to the company's pharmaceutical and nutraceutical businesses.
