food product development for older adults/media/files/activity...us supplement business success 3...

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Food Product Development

for Older Adults

The National Academies of

Sciences, Engineering, Medicine

October, 28-29 2015

John Ruff, retired Kraft Foods,

Past President of IFT


All rights reserved. Slide content © 2013, by the presenter. All rights reserved. 2

Historically there have been few successful food products designed for older adults in USA, or worldwide. Boost and Ensure major exceptions



US supplement business success

3



But recent study may change this !

4

Dr Ian Reid, University of Auckland meta-analysis published in BMJ.com supports prior US health officials advice - waste of time for over 50 and risk that XS build up could harm



50+ not a homogenous group

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50+ - Who are they?

6

The 50+ segment is wide, hence consumers within this

segment have many different needs

• People are living longer • Those at the top of the age bracket do not want to be told they

are old or that they need to use a walker

• The key in making products for older adults is not to make

products for them

• Stereotyping will lead to products sitting on the shelves

• Adoption of healthy food behavior increases with age

eg. whole grains daily from 35-44%; omega 3 from 21-30%

• Skepticism among elderly regarding functional health

claims on certain foods



50+ - Who are they?

7

Includes baby boomers ages (50-68) and ages

68+

Baby boomers • 23.6% of the total US population

• Control 70 percent of disposable income in the

country

• Spend $400 billion/year on consumer

goods/services • Spend on health, wellness and leisure

• Global market for functional and super foods is expected to

reach $130 billion in 2015



Understanding the aging consumers (cont.)

8

Health conscious • Interested in protein, fiber, antioxidant, heart healthy

ingredients etc.

• Seek foods to delay the aging process

• Use supplements

• Younger boomers most likely to consume ancient grains

• Pasta consumption drops dramatically after age 55

• Fruits and vegetable consumption increases with age

among adults

• Try to avoid artificial ingredients/additives/preservatives




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• Drawn to strong flavors

• Learning new cooking techniques

• Physically fit • 45-64 years old trying to lose weight

• 65+ trying to maintain weight

• Socially active and involved in communities

• Travel more than the previous generation

• Pay attention to packaging designs

• Own smart phones, but don’t use to full potential

• Digital advertising on Social media or phones - invasion of

privacy




10

Health needs/concerns • The 50+ believe that foods and beverages are important to improve

health, increase energy levels, prevent disease, and maintain a

youthful appearance.

• Health conditions observed in people as they age include:

Hypertension, heart disease, cancer, diabetes, congestive heart

failure, dementia (Alzheimer’s disease), incontinence, osteoporosis,

breathing problems, Parkinson’s disease, cataracts, macular

degeneration, vascular disease, depression, arthritis, frequent

falls/bone fractures, impaired immunity, loss of lean muscle mass etc.




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Concerned about nutritional value more than the

source of the ingredients • Health claims of value – for example

• Low in sodium or fat

• Good-for-you/naturally nutrient-rich

• Beverages with antioxidant claims to hold off the

aging process

• Functional foods, especially Omega-3 fortified

• More accepting of fortification in beverages, rather than

food

• Shop in the fresh perimeters of the grocery stores




12

Purchasing habits

• Getting most value for the dollar

• 77% will buy based on value

• 42% based on positive experience in the store

• 42% based on the price




13

As they age, their needs change depending upon

their health

• Mental acuity

• Mobility

• Sight

• Taste

• Progression of existing chronic disease or development

of new chronic disease




14

Sensory losses

Decreased efficiency in sensory perception (smell,

taste, vision, audition and kinesthesis etc.) • Can lead to decrease palatability

• Could account for the fact that this the single largest group

at risk for inadequate diet and malnutrition in western

countries

• But all senses and all consumers are not affected in the

same way




15

Smell & taste

• Decline in the ability to smell is more common than taste

• Loss of smell can lead to weight loss or weight gain, and poses

food safety risk

• Decline in salty, sour, and bitter tastes; no decline in sensitivity to

sweet taste

Difficulty in chewing and swallowing foods • May limit the type of foods they can eat

• Impacts nutrition, health, wellbeing and quality of life

Source: Hensel K. 2012. Developing foods for an aging population. Food Tec 66(12):23-30.



Product development is complex

16

Older adults needs

Food safety

Packaging

Sensory Labeling

Small portion size

Shelf life Validated claims

Regulatory compliance

Easy to use

Low in fat, sodium, sugars

High in fiber, protein and other nutrients

Moisture management

Culinary creations Preparation instructions

Older adults needs

Product on the shelf

Cost

Single serving packages

Texture modification

Size visualization

Compensatory mechanisms

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Product development - Challenges

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• The 50+ segment is wide, hence consumers within this

segment have many different needs

• Young boomers more open to preventative messages

vs. senior population

• Both groups want to live in good health and with vibrant

energy.

• ~ 56% of institutional patients and 30% of home-based

elderly are at risk of malnourishment

• Marketing is tricky – communicating benefit without

making them feel old



Product development - Challenges (cont.)

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• Potential chemical interactions between nutrients and

other components

• Product stability and shelf-life

• Loss of taste - Herbs and spices, and other ingredients can be used for flavor

• Potential interactions with common medicines - eg. grapefruit juice and statins

• Impact on flavor and taste

-eg. Bitterness of added K or Mg

• Products with added protein – taste and texture can be a

deterrent



Product development - Challenges (cont.)

19

• Consumer acceptance

• Taste, convenience, affordability, availability

• Clean label

• Natural ingredients

• Negative perception about processed foods



Would you eat this?



Food processing



Product development – Regulatory challenges (cont.)

22

Regulatory challenges in the US limits food product

development

• Health claims are regulated by FDA and require premarket

review and authorization.

• FDA does not require food manufacturers to notify FDA

on structure/function claims.

• Supplements, are regulated by DSHEA; claims must be

truthful and not misleading and supported by appropriate

scientific evidence



Product development – Regulatory challenges

23

• In Japan, FoSHU is backed by the government

• Foods that meet specific requirement for FoSHU

carry a label and have exclusive market protection

• 800+ products granted FoSHU certifications ($5.6

billion in sales)

• Focus on health issues of the aging population

• Under the FoSHU, more functional ingredients are

allowed to carry a related health claim compared to

the US

Source: Personal communication with Charles Manley.



Product development – Regulatory challenges (cont.)

24



Product development - Opportunities

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Factors to consider

Flavor matters • Taste buds aren’t the same

• Prefer strong, bold flavor

- drawn to new sauces, flavors, fresh herbs and spices.

- 43% look for authentic/ethnic flavors

- but don’t want intense heat

• Prefer element of fun in their foods and flavors (for example, baked

and snack foods)

• Enjoy dessert twice a week-choosy about what they eat



Product development - Opportunities (cont.)

26

Convenience

• Breakfast food that is easy to prepare containing nutrients such as

protein and/or fiber is important

• 34% eat cereal because it is a good source of vitamins

• 49% shop for low/no sugar cereals

• 64% of the consumers find hard-to-open packages a nuisance

• Resealable packaging and individual use containers

• Easy-grip shapes

• Flexible packaging that enable food to be easily opened and

stay fresh longer

• Legible labels and less text




27

Health and Wellness

• Concerns about weight (68%)

• Looking for healthy, flavorful foods • Smaller meal size, but nutrient-dense

• Snacking more in younger boomers compared to older boomers

• Like to snack on familiar but healthy version of snacks

• Snacking after dinner – potential market for healthy frozen snacks

which can fulfil the desire for desserts and snacking

• Relationship between protein and satiety




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Nutrients and/or compounds can potentially help in

prevention or reducing the risk of age-related health

conditions • Calcium and vitamin D – osteoporosis, cancer, diabetes

• Antioxidants – cancer, heart disease, neurodegenerative disease

• B – vitamins – heart disease, cognition

• Omega-3 fatty acids – inflammation, heart disease, stroke

• Plant stanols/sterols – elevated blood cholesterol, heart disease

• Glucosamine, chondroitin, and collagen – osteoarthritis

• Lutein, zeaxanthin and lycopene – macular degeneration

• Fiber – constipation, diabetes

• Potassium – hypertension

• Whey protein – sarcopenia

• Zinc – immunity, macular degeneration

• Coenzyme Q10 – inflammation, endothelial dysfunction



Product development –Opportunities (cont.)

30

• Focus marketing on individual consumers in their home

environment,.

- smaller portions, and natural and simple ingredients

• Focus on the benefits of the product to resonate with the

specific health needs of the targeted consumers

• Don’t position older consumers as elderly

• Pre-packaged meals particularly for adults who cannot cook

• Meal services



Foods formulations for older adults - New technologies

31

3D printed food project • Smoothfood concept

• Aimed at producing foods for elderly with difficulty in

mastication and swallowing

• Looks and taste like real food, but can be swallowed without

chewing

• Fresh food items transformed into different texture

Electric spoons, cups • Can create impression of taste (such as saltiness, sourness)

• Boost flavor of bland foods

• Useful for people with diabetes, heart disease, cancer, or older

individuals



Foods formulations for older adults

32

• Global ideas are a good source

• 5,770 products launched globally in 2011 had a

claim regarding the health of older consumers

- many targeted to digestive and heart health

- except for the health related information/claims, there is

not much to suggest that these products are targeted

to older consumers



Foods formulations for older adults (cont.)

33

• Yogurt: low fat yogurt mixed with grains

• Yellow fats: containing plant stanols and omega-3 fatty acids

• Breads: fortified with whole grains, calcium, vitamin D, and omega-3

fatty acids

• Cereals: fortified with fiber, protein, probiotics

• Milk beverages: fortified with plant stanols, omega-3 fatty acids, and

calcium with vitamin D

• Sauces and gravy fortified with nutrients

• Use of gelatin and thickeners can help with texture



Foods formulations for older adults (cont.)

34

• Collagen-based, broth-like soups

• Coconut water with added protein

• Fiber and other functional carbohydrates, prebiotics to

improve/maintain gut health

• Whey – protein of choice

• Turmeric-based beverages and instant powder mixes

• Nutrient-dense fruit and vegetable powder mixes (can be used in

soups, smoothies, dessert mixes, stews etc.)

• Freeze drying technique

• Low cost, easy to incorporate in the diet

• Boost oral nutritional supplements

• High in protein (10g), contains 26 vitamins and minerals

Approximately 56% of institutional patients1 and 30% of

home-based elderly2 are at risk of malnourishment Patient compliance with prescribed ONS* is a

significant challenge

Source: Hensel K. 2012. Developing foods for an aging population. Food Tec 66(12):23-30.

Source: ILSI. 2014. ILSI North America Workshop. Defining Healthy Aging: from Science to Practice, the Link to Diet and Nutrition

Source: Tsikritzi and others. 2015. The effect of nutrient fortification of sauces on product stability, sensory properties and subsequent liking by

older adults. JFS 80(5):S1100-1110



Examples of food products for older adults

35

Go Raw Ginger Snap

Sprouted Cookies

(United States, Jun

2015)

Description Sprouted sesame

seeds are heart healthy, high

in fiber, which promotes

healthy digestion, and rich

in nutrients that support

skin, hair and bone health.

Wonder Calcium

Fortified Enriched

Bread (US, May 2015)

Description: Calcium

fortified enriched classic

white bread. Eating foods

high in calcium helps your

kids build healthy bones and

teeth as they grow and

helps adults replace the

calcium loss that naturally

occurs as they age.

Choopoons

Mediterranean Yogurt

Smoothie With

Cucumber And Mint

(US, May 2015)

Claims/Features: Made with

the incorporation of natural

whey, which provides

potassium and calcium for

strong bones, magnesium

for energy production, and

lactic acid. …

Sunfood Raw

Organic Macadamia

Nuts (US, May 2015)

Claims/Features:

Magnesium contributes

to normal bone health,

heart health and

immunity. Calcium

assists in supporting

strong bones.

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2193329&guid=0b8a8301-7f1f-4a32-bf73-6dc91252924d

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2293886&guid=e12ed48d-6d74-4cac-8dc1-5d2bb106b690

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2204002&guid=0952c1b0-1cce-4afb-b06f-f4a5da33b730

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2193518&guid=5964fcdd-dcf1-4c61-81ec-b569418b28c2



Examples of food products for older adults (cont.)

36

Smart Balance Heart Right

Fat Free Milk (United

States, Jul 2014)

Fat free milk with omega-3's and

naturally sourced plant sterols.

Helps support a healthy heart.

Horizon 1% Organic Chocolate Drink (United States, Aug 2013)

O Organics Organic Milk

(United States, Oct 2014)

With 32mg of omega 3 fatty

acids per serving.

Oil ingredients: refined fish oil

(anchovy, sardine)

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1862793&guid=75019078-6563-4c52-85c0-17782a986d41

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1564826&guid=90ac22d2-2ca7-4718-a646-330b7a0bdcb5

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1937772&guid=34db76a4-7fce-4d1a-ad4c-6c5b0ee26a29




37

Specific nutrient claims Expire date on front

of pack

Clear and large font

Everything in a clear and large font

http://new.innovadatabase.com/search/productinformation.rails?from=export&productId=1336409&guid=072660CC-A22E-4340-B774-29E3B0537381




38

Dragon Soy Milk Powder For

Elderly (China, Mar 2015)

Description: Soy milk powder for

elderly, in a 600g aluminum packet.

Claims/Features: Made from

selected non-GMO soybeans from

Northeast as the main raw material.

Rich in high-quality vegetable

protein to provide adequate nutrition.

Golden Sun Nutritional

Oatmeal For Middle And

Old Aged Adults (China,

Jun 2015)

Description: Twenty individually

wrapped nutritional oatmeal for

middle and old-aged adults, held

in a 600g plastic packet.

Claims/Features: No sucrose. No

anti-corrosion additives.

Fruit dense desserts, easy

to eat (Netherlands)

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2060224&guid=2d4e3050-3a15-4a95-b0ec-336cdf9248a0

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2184980&guid=706d3857-0936-4992-addf-3eaed5e3e273




39

Milk based drinks for older adults

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2009278&guid=babf0fe6-4ac6-4b40-9cd0-488270fb0634

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1884620&guid=6c5ca166-c261-4984-8e71-39ae5387d36c

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1997558&guid=7e0c9ec7-15fd-46eb-8d4c-4eee8b0443fc

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2022798&guid=48c361bb-95c6-4bb2-851d-66ba2b930917




40

Entrasol Gold Pro-Fit High Calcium Drink for 51 Plus Years

Old with Vanilla Flavor (Indonesia, Jan 2015)

Description: High calcium drink mix for 51 years old onward.

Claims/Features: Calcium plays a role in forming and maintaining bone

density and may help slow the occurrence of osteoporosis.

High fiber. Source of selenium. Contain Hytolive (olive extract).

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=2052144&guid=ddfefa69-8cd3-475b-850c-f75c8a61bf5a




41

Benecol 6 Smooth &

Fruity Yogurt Drinks:

Strawberry Flavor

(United States, Jun

2014)

Claims/Features: Proven to

lower cholesterol. With plant

stanol.

Becel Pro-Activ

Margarine

(Netherlands, Jul 2014)

Claims/Features: It has been

proved that blood

cholesterol is lowered by

plant sterols.

http://new.innovadatabase.com/search/productinformation.rails?from=export&productId=1840617&guid=BF780260-4DDA-4E06-9950-D605682DBB5C

http://new.innovadatabase.com/search/productinformation.rails?from=export&productId=1850237&guid=2F9852B8-7972-4C03-A1A6-B3FC10CBFB7F




42

High calcium nutritional milk formula with vanilla flavor for aged people (51 years up).

Good for the heart. Enriched with EPA and DHA. With omega-3. With essential fatty acids.

http://new.innovadatabase.com/search/productinformation.rails?from=export&productId=1354027&guid=098060D6-D5F4-4D39-9363-A33425F32234

http://new.innovadatabase.com/search/productinformation.rails?from=export&productId=1181848&guid=7737CA43-74F5-4376-8A26-3750D1458996

http://new.innovadatabase.com/search/productinformation.rails?from=export&productId=1834775&guid=FB4AB527-44CB-49FB-B1DD-6E7D385C1CBA




43

Viva Aiuta a Ridurre Il

Colesterolo Ananas: Probiotic

Drink with Sterols Pineapple

(Italy, Nov 2013)

Four mini bottle of probiotic drink with

sterols, and a pineapple taste. Giving

you a balanced diet and active life. It

helps reduce cholesterol up to 10%.

Kraft Live Active Light

Spreadable Cream Cheese

(Australia, Jul 2014)

Reduced fat spreadable cream

cheese with plant sterols. Proven

to lower cholesterol.

Danone Danacol Reduce el

Colesterol Natural Sin

Lactosa: Natural Flavored

Lactose Free Cholesterol

Reducing Fermented Skimmed

Milk Drink (Spain, Feb 2014)

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1638760&guid=d6331cc3-3b4b-4d96-b940-11dfdf290114

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1872755&guid=73455b92-ba1c-4ca5-887f-3f24074c9fa9

http://www.innovadatabase.com/search/productinformation.rails?from=export&productId=1750636&guid=359a7290-c55a-46ba-87ef-5b9d54082dba



Concluding thoughts

44

• Opportunities for food industry to focus on older adults should increase as current affluent boomers pass 70. • Best way to improve the health of older adults may be to improve the nutrition of younger adults. - epidemic of food blog misinformation could lead to poorer diets

• There are many ideas from around the world that could be of value in the USA. - Product ideas - Technologies - Legislative frameworks



References

45

• Agriculture and Agri-food Canada. 2014. Market Opportunities for Foods with Added Health

Benefits for an Aging Canadian Population. Available frim: http://www.agr.gc.ca/eng/industry-

markets-and-trade/food-regulations/food-policy-and-regulatory-issues/reports-and-

resources/market-opportunities-for-foods-with-added-health-benefits-for-an-aging-canadian-

population/?id=1351859627654. Accessed 2015 September 10.

• Bonar A. 2014. 3D printed food for the elderly may hit shelves in 2016. Available from:

http://www.foodnavigator.com/Science/3D-printed-food-for-the-elderly-may-hit-shelves-in-

2016. Accessed 2015 September 1.

• DSM. 2014. Strategic nutrition for healthy aging. Available from:

http://www.fortitechpremixes.com/wp-content/uploads/2014/02/Healthy_Aging_EN.pdf.

Accessed 2015 September 2.

• Dutch Food Innovations. Delicious, high-protein cakes for the elderly. Available from:

http://www.dutchfoodinnovations.com/innovation/delicious-high-protein-cakes-for-the-elderly.


• FDA. 2013. Label claims for conventional foods and dietary supplements. Available from:

http://www.fda.gov/food/ingredientspackaginglabeling/labelingnutrition/ucm111447.htm.

Accessed 2015 October 3.

http://www.agr.gc.ca/eng/industry-markets-and-trade/food-regulations/food-policy-and-regulatory-issues/reports-and-resources/market-opportunities-for-foods-with-added-health-benefits-for-an-aging-canadian-population/?id=1351859627654














































http://www.foodnavigator.com/Science/3D-printed-food-for-the-elderly-may-hit-shelves-in-2016























http://www.fortitechpremixes.com/wp-content/uploads/2014/02/Healthy_Aging_EN.pdf



http://www.dutchfoodinnovations.com/innovation/delicious-high-protein-cakes-for-the-elderly















http://www.fda.gov/food/ingredientspackaginglabeling/labelingnutrition/ucm111447.htm





References (cont.)

46

• FONA. 2014 Trend insight report. 2014. Available from:

http://www.fona.com/sites/default/files/Baby%20Boomers_TrendInsight_1114_0.pdf.


• Hensel K. 2012. Developing foods for an aging population. Food Tec 66(12):23-30.

• ILSI. 2014. ILSI North America Workshop. Defining healthy aging: from science to

practice, the link to diet and nutrition.

• INOVA Market Insights.

• International Business Times. 2015. Taste + smart spoon and cup virtually enhance

food flavours and restore taste to the elderly. Available from:

http://www.ibtimes.co.uk/taste-smart-spoon-cup-virtually-enhance-food-flavours-restore-

taste-elderly-1497816. Accessed 2015 September 11.

• IUFoST. 2014. Meeting the food needs of the ageing population-implications for food

science and technology. Scientific information bulletin.

http://www.iufost.org/iufostftp/IUF.SIB.Meeting%20the%20Food%20Needs%20of%20th

e%20Ageing%20Population.pdf.

• FOSHU (Food for Specified Health Use) Business. Available from:

http://www.toyoshinyaku.co.jp/english/business/foshu.html. Accessed 2015 October 6.

http://www.fona.com/sites/default/files/Baby Boomers_TrendInsight_1114_0.pdf

http://www.ibtimes.co.uk/taste-smart-spoon-cup-virtually-enhance-food-flavours-restore-taste-elderly-1497816























http://www.iufost.org/iufostftp/IUF.SIB.Meeting the Food Needs of the Ageing Population.pdf

http://www.iufost.org/iufostftp/IUF.SIB.Meeting the Food Needs of the Ageing Population.pdf

http://www.toyoshinyaku.co.jp/english/business/foshu.html





References (cont.)

47

• Kirkwood J. 2009. Formulating for aging boomer consumers. Presentation to the National

Academy of Sciences.

• New Scientists. 2014. Food bland? Electric spoons zaps taste into very bite.

https://www.newscientist.com/article/mg22429935-000-food-bland-electric-spoon-zaps-

taste-into-every-bite/.

• Shelke K. 2015. Developing functional foods for the silver generation. Prepared Foods

Nutra Solution. Available from: http://www.preparedfoods.com/articles/116708-

developing-functional-foods-for-the-silver-generation. Accessed 2015 September 1.

• Sloan E. Generational role reversals. 2015. Food Tech 69(7):30-42.

• Tsikritzi and others. 2015. The effect of nutrient fortification of sauces on product stability,

sensory properties and subsequent liking by older adults. JFS 80(5):S1100-1110.

• WILD Flavors Inc. Baby boomers: Trends & health ingredients.

http://www.foodprocessing.com/assets/knowledge_centers/WILD_Flavors/assets/Baby_B

oomers.pdf

https://www.newscientist.com/article/mg22429935-000-food-bland-electric-spoon-zaps-taste-into-every-bite/





















http://www.preparedfoods.com/articles/116708-developing-functional-foods-for-the-silver-generation















http://www.foodprocessing.com/assets/knowledge_centers/WILD_Flavors/assets/Baby_Boomers.pdf

http://www.foodprocessing.com/assets/knowledge_centers/WILD_Flavors/assets/Baby_Boomers.pdf

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