Top 5 Healthy-Aging Related Claims Identified
GENEVA, Switzerland, May 2, 2013 /PRNewswire/ –
Innova Market Insights
[http://www.vitafoods.eu.com/page.cfm/Link=65/t=m/goSection=5_40 ] has identified the top
five health claims for functional foods and drinks marketed to older consumers. Health
optimization has become an increasing focus for an aging population, driven by rising
consumer understanding of the role of a healthy diet in extending the active years. This
is being reflected in promotion of the idea of healthy aging or aging well. Innova Market
Insights will present this study at VitaFoods Europe, Geneva, on May 14-16, Stand 17051.
“The most popular healthy-aging-related claims for food and drink products concern
digestive/gut health, energy/alertness, heart health and immune health,” says Robin Wyers,
Chief Editor at Innova Market Insights. “These have general appeal among the wider
population. But there are other, more specific, opportunities in age-related concerns that
are currently featured much less often in product claims, including brain/cognitive
health, bone health, skin health, joint health and eye health.”
Tracked product launches using eye health claims doubled in the last five-year period,
as recorded by Innova Market Insights in 2012. However, they still account for just under
3% of launches featuring an active health claim (i.e. food plus) of any kind, so this
sector shows big potential for future growth.
Omega 3 fatty acids also feature strongly for brain or cognitive health. This area of
interest is likely to continue to expand following EFSA approval of a claim relating to
DHA and maintenance of normal brain function. While about 60% of European launches using
this claim are currently for baby foods, there is a clear opportunity for a move into new
categories, specifically healthy aging. A range of other ingredients claimed to be
beneficial in the area of cognitive health include B vitamins, CoQ10, ginkgo biloba,
polyphenols, acetyl L-carnitine and green tea, but there are few specific references to
aging to date, with labeling generally simply highlighting their use and relying on
consumer awareness of the benefits.
Healthy aging, already identified as a key product trend for 2013 and beyond, will be
just one of the market opportunities profiled by Innova Market Insights at Vitafoods Stand
17051 in Palexpo, Geneva on 14-16 May 2013. “Gray but Healthy” is also the title of one of
the presentations by Innova Market Insights at the new Nutra Insights Hub held during the
event, along with other reviews entitled “Protein Overdrive” and “Health Traffic Jam.”
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SOURCE Innova Market Insights