The aging population is a difficult audience for food and drink manufacturers to target. Consumers do not want to be considered old yet they face a large number of chronic—and to some degree preventable—health problems. Nevertheless, products that target age-related health disorders, such as those connected to the digestive system, are in heavy demand as consumers seek to maintain a good state of health.
 
Euromonitor International’s recent global report on aging looked at four health trends: cardiovascular health, bone and joint health, brain health and memory and vision health. However, as digestive health is assuming higher priority among aging consumers, it should not be ignored. Digestive health was the third largest prime positioning in 2013, with global sales of $75 billion. This article assesses opportunities within this positioning for food and drink manufacturers.
 
Fiber, Probiotics & Prunes Will Be Key
Food and drink manufacturers that target the aging should ensure their products can be easily incorporated into daily diets and are packaged in an accessible format. Those positioned for digestive health could benefit from the inclusion of ingredients such as fiber, probiotics and prunes.
 
Fiber
One of the first remedies prescribed for digestive health disorders is to eat more fiber, particularly as it can relieve constipation, a common problem among the elderly. Dietary intake of fiber does not only have to come from bakery products such as breakfast cereals and bread, as we are increasingly seeing it incorporated into juice. For example, leading digestive health brand Activia has branched out into soft drinks, launching Activia Nectar in Brazil in 2011, which promotes the benefits of a high fiber intake.
 
Juice has the extra advantage of providing digestive health benefits through the use of fiber in addition to a wealth of vitamins and minerals. The combination of well-recognized ingredients, in an easy to consume format, can provide added value.
 
The use of fiber, particularly wheat bran, rye and barley fiber, has the potential to give the digestive health category a much-needed boost outside the pro/prebiotic arena. One region that could benefit is Western Europe, where probiotics have not gained any EU health claims. While fiber gained six EU Article 13.1 General Health Claims due to specific wording, not all are marketable, such as “contributes to an increase in fecal bulk.” The one that will have the most resonance with consumers is wheat bran fiber, which can promote intestinal transit.
 
Probiotics
Probiotics remain the main digestive health ingredient outside the EU, with leading pre/probiotic yogurt brands such as Activia, Yakult and Chobani performing well over 2011/2012.
 
However, the use of probiotics as a functional ingredient is spreading into other product categories, again, including juice. Brands including Proviva from Sweden and Good Belly from the U.S. incorporate probiotics into its juices to promote digestive health. Good Belly, for example, is marketed as a dairy-free probiotic drink that contains cultures of Lactobacillus plantarum299v. This strain is reportedly able to survive the stomach’s acidic environment in order to reach the rest of the intestinal tract intact.
 
Interestingly, in 2013 Proviva launched Proviva50, which has been sweetened with stevia. The in-demand naturally sourced sweetener is seeing increasing use in products as consumers and manufacturers attempt to reduce their sugar consumption and use, respectively.
 
Tap Into the Reduced-Lactose Diet Trend
Probiotics and fiber manufacturers should also look to opportunities to target those consumers reducing their lactose consumption in a bid to improve digestive health. Manufacturers should look to incorporate these ingredients into non-dairy milk products such as oat milk, which is naturally high in fiber and is recognized to be easier to digest. The non-dairy milk alternative category is growing rapidly globally posting a very impressive 55% growth in constant value terms over 2008-2013.
 
Prunes
Another key ingredient for digestive health products targeting aging consumers will be prunes. On June 12, 2013, the Official Journal of the EU listed, for the first time, a health claim pertaining to the consumption of prunes. The sanctioned wording reads as follows: “Dried plums/prunes can contribute to normal bowel function.” It may be used on food products that provide a daily intake of 100 grams.
 
Prunes can benefit from the growing snacking trend, particularly as fruit snacks are perceived to be more “natural” and healthier than your more traditional sweet and savory snack. In Western Europe and Eastern Europe HW fruit snacks saw a CAGR of 2% in constant value terms over 2008-2013. Snacks are not the only opportunity for prunes; they can also be incorporated into yogurts and promote digestive health in combination with probiotics.
 
The incorporation of ingredients including fiber, probiotics and prunes into products that are regularly consumed by aging consumers could benefit this under-catered for population. Fiber and prunes have a particular benefit in the EU, where products can carry claims promoting to the consumer the specific health benefit offered.
 
For further insight, please contact Diana Cowland, Senior Health and Wellness Analyst at Euromonitor International, at [email protected]