Top 5 health claims targeting the elderly

Health optimisation is a growing priority for today's aging population, and Innova Market Insights has identified the top five health claims for food and drinks marketed at elderly consumers.

"The most popular healthy-aging-related claims for food and drink products concern digestive/gut health, energy/alertness, heart health and immune health," said 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 three percent of launches featuring an active health claim of any kind, so this sector shows big potential for future growth.

Omega 3 fatty acids also feature strongly for brain or cognitive health. While about 60 percent 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.

Top five healthy-aging related claims

  1. Digestive/gut health,
  2. Energy/alertness,
  3. Heart health
  4. Immune health
  5. Brain/cognitive health
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