Nutritional Opportunities & Challenges Among an Aging...

1 Food Matters Live, 2015 © NMI, 2015. All Rights Reserved.

17 November 2015

Steve French, NMI Managing Partner

Nutritional Opportunities & Challenges

Among an Aging Population (55+)


75% 74%

68% 67%

2014201320122011

Nutrition Plays an Increasingly Important Role in Living a Healthy Lifestyle

% U.S. general population indicating consuming healthy, nutritious foods is important in how they achieve a healthy lifestyle

Consumers Age 55+

73%


Not All Consumers Are The Same When it Comes To Nutrition… NMI’s Healthy Aging Segmentation

Traditionalists 14%

Help Seekers 19%

Que Sera, Seras 14%

Balancers 20%

Active Agers 15%

First Adopters 18%

Home, health, and happiness are the markers of a life

well-lived

Life is a challenge; but proper direction and

guidance can turn challenges into opportunities

Live for the day, you never know what tomorrow

will bring

Stay centered and keep all aspects of

life balanced

Live a good life by maintaining a

positive attitude and staying healthy and

active

Stay current; seek out new solutions to stay at the top

of your game


Balancers, Active Agers Hold Highest Belief in Health Management Through Nutrition

82% 82%

77%

92% 90%

86%

Traditionalists Help Seekers Que Sera Seras Balancers Active Agers First Adopters

% NMI Segments who strongly/somewhat believe

“I can manage many of my health issues through proper nutrition”


Many “Pressure Points” Exist in the Food/Beverage Market as a Result of Consumer and Industry Trends

SWEETENERS Consumers want less but like the

taste. Many options exist.

FIBER Desire for whole

grains to offer many health benefits

PROTEIN Consumers want protein for energy,

satiety, weight mgmt…

CARBS Low carb continues to

resonate – consumers want ‘good carbs’

CONVENIENCE RTE options; healthy

convenience is important to consumers

SODIUM Concerns over health risks

result in desire for low-sodium options

FAT Good fats vs bad fats

“CLEAN LABEL” A macro trend for minimal

and healthy ingredients

And older adults are exhibiting divergent behaviors regarding nutrition – they are

trying to take part in healthier eating behaviors but their struggles are apparent


75%

67%

Under Age 55

Age 55+

Eating Healthy Comes with Challenges; Consumers Age 55+ Feel Highly Challenged to Eat Right, Yet Slightly Lower Than Their Younger Counterparts

“It can be a challenge to

eat right”

“I know I should eat healthier but don’t”

“Healthy foods are too expensive to eat regularly”

% consumers groups indicating…

58%

42% 51%

43%

Among those 55+, almost half state “eating a

healthy and nutritious diet” is very important…

Yet only 20% are

very satisfied


Consumers Age 55+ Are Experiencing Barriers to Eating Healthy, Especially Expense and They’re Less Likely to Be Sure That Eating Healthy is Really Beneficial

Top reasons consumers do not eat healthy food more often…

Under Age 55

Age 55+

40% It doesn’t satisfy my appetite/not filling 33%

47% I have to shop more often 33%

35% It does not taste good 31%

22% I am not sure if it’s really that beneficial 31%

25% I’m confused about what is healthy 28%

36% It takes too much effort to plan a meal 27%

40% It spoils too quickly 27%

26% Don’t know enough about what is healthy 25%


Older Adults Are Experiencing Health Challenges, Partly Due To Poor Diets; These Challenges Can Be Turned Into Opportunities

39%

31%

2015

Under Age 55

Age 55+

% consumer groups rating their health as ‘very good’ to ‘excellent’

41% of Consumers Age 55+ indicate that they recently had a significant health issue


14%

19%

18%

6%

27%

26%

25%

17%

Joint pain/Stiffness

Eye health/Vision problems

Need to lose weight (for health reasons)

Diabetes-Type 2

Proper Nutrition Can Help Consumers 55+ Manage and Most Importantly, Prevent, Their Host of Health Conditions – The Top 8

15%

12%

10%

23%

48%

46%

32%

27%

High blood pressure/Hypertension

High cholesterol level

Arthritis

Acid reflux/heartburn

Under 55 55+

% Consumers actively managing/treating…


A Majority of Consumers Age 55+ Need Consistent Information on How to Eat Healthy: A Lesser Percentage Use Foods/Beverages With Specific Health Claims

Used foods that have a specific health claim, in the past 6 months

Top Benefits Sought: (Age 55+)

Heart Health

Bone Health

Cancer Prevention

Brain Health

Eye Health

Weight Management

Joint Health

Often confused by the changing information on how to eat healthy

55%

38%


What Are Consumers Age 55+ Looking for in Functionality?

Ranking of ingredients consumers age 55+ wants more of in their diet

Heart healthy ingredients

Vitamin D

Omega 3

Whole grains

Healthy oils/fats

Potassium

Plant-based protein

Magnesium

Sprouted grains


Consumers Age 55+ Are Heavy Users of Both Fortified and Functional Foods/Beverages, Yet Not to the Level of Younger Consumers

% consumer groups indicating

“Have used fortified and functional foods/beverages in the past year”

69% 71%

52%

59%

Fortified foods/beverages Functional foods/beverages

Under Age 55 Consumers Age 55+


Fiber 24%

Omega-3 fatty acids 22%

Probiotics 22%

Whole grains 21%

Calcium 19%

Digestive enzymes 16%

Prebiotics 12%

Protein 12%

The Need for Specific Nutrients is Based in Consumer Perception, Not Science, Not Government Guidelines

% Consumers 55+ indicating they feel deficient in the following nutrients


Education Will Have to Be a Part of Any Promotion of Nutritional Content, Since Consumer Knowledge Regarding Nutrient Benefits is Generally Low

% consumers who associate the health benefits with the listed nutrient

Nutrient/Product Stated Benefit Age < 55 Age 55+

ANTIOXIDANTS Immune support 27% 35%

CALCIUM Bone health 45% 58%

FIBER Digestive/Colon health 31% 38%

OMEGA 3 Heart health 26% 37%

PROBIOTICS Digestive/Colon health 23% 31%

PROTEIN To maintain/Build muscle 36% 46%

SUPERFRUITS Cancer prevention 14% 12%

VITAMIN D Bone health 22% 27%

WHOLE GRAINS Weight management 17% 23%

Lower understanding

Higher understanding


Consumers’ Desire for Simplicity and Transparency Needs to Align With Nutrition

53%

33%

62%

47%

20142012201020082006

I look for foods/beverages with a short list of recognizable ingredients

I prefer foods that are minimally processed

% general population who completely/somewhat agree…

Consumers Age 55+

60%

47%

Foods with a short list of ingredients are healthier than those with long ingredient lists 54%


Pure & Simple Across the Globe

0

100

200

300

400

500

600

700

UK

Ch

ina

Ind

ia

Fran

ce

Can

ada

Au

stra

lia

Sou

th A

fric

a

Jap

an US

Vie

tnam

Ph

ilip

pin

es

Mex

ico

Ho

ng

Ko

ng

Net

her

lan

ds

Thai

lan

d

Ger

man

y

Mal

aysi

a

Egyp

t

Sin

gap

ore

Taiw

an

New

Ze

alan

d

Sau

di A

rab

ia

Foods and Beverages Launched Globally: 2001 - 2011 with “Pure,” “Real” or “Simple” in Product Name

Consumers globally want fewer negative ingredients and want to be able to understand what is in their food and what is not. They want simplification and fewer ingredients.


The “Pure and Simple” Continuum

Conventional Natural Organic Mother Nature

Consumer skepticism that “natural” foods are not really different from

conventional – all “marketing fluff”

Consumers respond to messages that communicate organic as

closest to the natural state

NUTRITIONAL INTEGRATION


‘Healthy Living’ Encompasses a Broad Spectrum of Lifestyle Dimensions: Nutrition is Often the Center Dynamic

Financial health How are consumers doing financially?

Technology How is technology being utilized?

Social health Are consumers

connecting?

Caregiving What is the

future of caregiving?

Brain health What are consumer concerns?

Physical health Are consumers

getting healthier?

NUTRITIONAL CHALLENGES

AND OPPORTUNITIES

Food Matters Live, 2015 © NMI, 2015. All Rights Reserved.


Closing Thoughts…

Consumers 55+ need to be educated/reminded of the health benefits associated of nutrition and the benefits of specific healthy nutrients

Older adults are exhibiting divergent behaviors regarding nutrition – they are trying to take part in healthier eating behaviors but are struggling; as a result, their health is in a state of decline

They need to be made aware that just because they’re consuming functional and fortified foods/beverages, they still may be deficient in certain nutrients

They need clear and consistent information on how to eat healthy. Front of package labeling and specific health claims are strong purchase drivers

Certain health claims are especially impactful to them, including heart health, bone health, cancer prevention, brain health and eye health


NMI

272 Ruth Road Ruth Corporate Homestead Harleysville, PA USA 19438

Phone: 215-513-7300

Steve French NMI Managing Partner

[email protected] 215-513-7300, x214

All materials herein are © 2015 by NMI. All rights reserved. Reproduction, publication (internal and/or external), transmission, or other use of any of the within materials,

including but not limited to graphics, data, and/or text, for any commercial or non-commercial purposes, is strictly prohibited without the prior express

written permission of Natural Marketing Institute.

mailto:[email protected]

Nutritional Opportunities & Challenges Among an Aging...

Documents

Transcript of Nutritional Opportunities & Challenges Among an Aging...