Food & Beverage Asia February/March 2020

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INGREDIENTS
the health benefits of a specific nutrient
that a product contains.
A strong example of that is Meiji, which
has used television and online media to
promote the immunity-strengthening R-1
probiotic strain that goes into its yoghurt.
For consumers – many of them seniors
– the R-1 on the product label is the key
factor that drives their loyalty to the brand.
People see R-1 as good for gut health and
prevention of flu. It sells well, especially
in the winter.
Change looms in China
In the large, neighbouring Chinese market,
the conditions could hardly be more
different – for the time-being at least. Just
11.4% of the population was aged 65 and
above in 2017, making the question of
senior nutrition much less pressing than
in Japan. But the forecast points to radical
change in the near future. By 2050, one in
four Chinese citizens will be over 65.
It appears that eyes are gradually opening
to this impending demographic shift. The
current food industry focus is on the
younger generation, women or adults in
general. But, at DuPont, we are starting
to develop concepts and solutions for
seniors, and expect senior nutrition
brands that have experienced success on
other international markets to bring their
expertise to this market.
Currently, dietary supplements are the
main source of targeted nutrition for all
age groups in China. Supplements are
seen as a very natural way to meet varying
nutritional needs as people age. Within
food and beverages, there are currently
no established segments for seniors apart
from vitamin and mineral-enriched milk
powder, so this will clearly be an area of
major opportunity in the coming years.
As incomes and health awareness rise,
Chinese seniors and pre-seniors are
becoming more outspoken about their
desire to remain youthful and energetic.
Older adults may as yet be far less
noticeable in the gym than in Japan, but
their interest in travelling and sports
activities is growing. And so is their
demand for nutritious foods.
There is great potential to address senior
needs for nutrition in a tastier, more
appealing way than pills.
Rising health awareness
Food manufacturers can look to the
Chinese dietary supplement market
for inspiration. A series of television
commercials has successfully raised
awareness of the connection between
calcium supplements and bone health. As
a result, calcium supplements have been
widely taken by consumers in the middle to
senior age groups over the past five years.
Other health and nutrition-related
topics have yet to be touched. These
include opportunities within protein
supplementation to counter muscle loss,
and probiotics for digestive and immune
health.
The muscle loss question will become very
important to Chinese seniors who want to
continue a healthy, energetic life. This will
require strong consumer communication
around high quality, easily digestible
proteins, and the need for physical exercise
to keep muscles in shape.
Consumers are already well acquainted
with probiotics in yoghurt and, particularly
over the past year, in dietary supplements
as well. In the future, we can expect to
see more probiotic combinations in other
food products, backed by clinical studies of
their digestive and immune health benefits.
Technology is already becoming available
to ensure probiotic cultures stay alive in a
wider range of foods.
When market research company Mintel
asked about consumer preferences for
foods with a specific health function,
Chinese seniors cited foods that support
cardiovascular, digestive, bone and
immune health as their main interests.
Cognitive health comes just a little further
down the list.
The national interest
From a government perspective, there
is every reason to encourage the
development of food and beverage brands
that promote targeted senior nutrition and
help reduce the risk of lifestyle-related
health conditions, such as Type 2 diabetes
and cardiovascular disease.
In Japan, government health spending has
risen dramatically from 5.8% of GDP in
2000 to 9.2% in 2018, according to the
Organisation for Economic Co-operation
and Development (OECD). China can
expect a similar scenario in the years ahead
as today’s aging population forecasts
finally become reality.
FOOD & BEVERAGE ASIA FEBRUARY / MARCH 2020