Beneo eyes opportunities in “underdeveloped” senior market amid push toward positive aging

29 Nov 2021 --- With a rapidly aging global population, Beneo argues the 50+ market holds lucrative potential for ingredients like isomaltulose and prebiotics. To succeed, it is crucial that businesses tailor their offerings to taste and convenience demands as personalization takes hold in this space.

“We have the ingredients, but the market still needs to be developed. However, there are huge opportunities,” Anke Sentko, vice president of regulatory affairs and nutrition communication at Beneo, tells NutritionInsight.

As part of the company’s presence at Hi and Fi Europe, taking place in Frankfurt, Germany, from tomorrow, Beneo analyzed new products launched on the global senior nutrition market. “We see that this is really small currently – and 67% of that market is in Asia,” says Sentko.

She explains that Europe is also seeing lots of new product launches, but North America is home to only 1%.

“Can you imagine the potential that is there to address the needs of these people? We must help our customers and the food industry to see these opportunities and make it clear that our ingredients can help target this ‘treasure.’”Sentko specializes in the interphase of nutrition, communication and legislative demands, and approval processes. 

What is positive aging?
Beneo’s survey assessed the views of more than 12,000 people aged 50+ living in 22 countries. It reveals that these groups are now even more focused on “positive” aging. 

Sentko explains this as meaning an expression of seeing aging in a good light. “Most of the 50+ group are looking forward to having a good life filled with confidence. Now is when they can focus on themselves, after they have raised children and pursued their careers.”

She outlines that many people might want to avoid certain diseases that have affected their parents. “However, there is no need to feel threatened because they can do something about it through preventative care and add healthy years to your life.” 

Connecting diet with appealing lifestyles
Older consumers want to be able to continue with the activities that they enjoy in their later years, according to the survey. Therefore, they are increasingly looking to F&B alternatives to support this goal.

For those concerned about the issue of healthy aging, three in four consumers (79%) are primarily focused on maintaining their ability to continue with activities as they age. A similar number (76%) see good physical and mental health and a balanced diet as the key to overall health.

The role of nutrition is also evident in the survey findings, with 42% of respondents believing a healthy diet helps to cope better with life’s challenges. Three-quarters (74%) are making a conscious effort to eat a healthy diet, while more than half (56%) choose food and drink products that provide protective or preventive health benefits.

The research findings also show that offering “better nutrition” is one of the top influencing factors to consumers trying a new brand (68%), presenting F&B manufacturers with a “great opportunity” to drive purchases by improving the nutrition of their products.Consumers are actively looking for F&B products that support their aim of staying healthy for longer. 

Tailored considerations for seniors
Sentko stresses that companies must develop products that target the specific needs of the market. For example, no one is ready to sacrifice taste, so this must be taken into account. 

“When it comes to the very old, you also need to consider that people might have swallowing and chewing difficulties. Convenience is also important as older people cannot stand for hours in the kitchen.”

One example is in Asia, where powder applications are popular. Therefore, drinks and shakes can address the particular nutritional needs of that person. “It’s going in the direction of personalized nutrition for the elderly,” Sentko proposes. 

This trend has also been spreading throughout the wider nutrition industry, with Innova Market Insights reporting that 64% of global consumers have found more ways to tailor their life and the products they buy to their individual style, beliefs and needs. 

Targeting blood sugar and gut health
At FiE and HiE, Beneo will also spotlight how its offering can specifically target the senior market. For example, its Palatinose (isomaltulose) is a slow-release sugar that occurs naturally in honey and is derived from sugar that is naturally extracted from sugar beets. 

It delivers a lower rise in blood glucose while providing full carbohydrate energy. It supplies the body with 4 kcal/g and contributes to daily energy intake from carbohydrates, thus making it an appropriate ingredient to help support blood sugar management.  

Earlier this month, Sentko also shared the importance of promoting healthy aging through blood sugar management. This was ahead of a free webinar on the topic, now available on-demand.

Additionally, gut-friendly foods like prebiotics can help nourish the microbiota as a person gets older. Beneo’s prebiotic chicory root fibers, oligofructose and inulin, play an important role in selectively promoting the growth of good bacteria and this, in turn, supports a person’s inner defense system. 

According to the company, inulin and oligofructose are the only proven plant-based prebiotics. Orafti Inulin and Oligofructose have been shown to support a healthy microbiota and the selective increase in bifidobacteria in over 50 human intervention studies and an increase in stool frequency in 20 human intervention studies.

By Katherine Durrell