eat a healthy diet, while more than half (56%) choose food and drink products that provide protective or preventive health benefits. In addition, the research shows that offering “better nutrition” is one of the top influencing factors to consumers trying a new brand (68%). This presents food and drink manufacturers with a great opportunity to drive purchases by improving the nutrition of their products. In terms of health benefits, the science is widely recognised by this
cohort when it comes to food. For example, 60% agree that they “accept scientific and technical improvements to foods and beverages if they provide the required benefits”. And, although only between 10-20% of these health-conscious over-
50’s are personally affected by digestive health, bone health or blood glucose issues, half of those surveyed are ‘very or extremely concerned’ about such matters.
A similar number (76%) see good physical and mental health and a balanced diet as key to overall health.
BENEO explains that these consumers are actively looking for food
and beverage products that support their aim of staying healthy for longer, with more than half choosing products that promote stronger bones, improve digestion or manage blood sugar levels. Myriam Snaet, Head of Market Intelligence and Consumer Insights at
BENEO, said: “Today’s over-50’s want to be their best self. They want to be proactive in managing their health and want to live their life to the fullest, no matter the life-stage they are in. “Being well aware that food choices have an effect on overall health,
they are looking for food and drink products that offer additional health support, such as lowering blood glucose levels or improving digestive health. Manufacturers can help them achieve these goals by developing products that tap into these specific health benefits using BENEO’s functional ingredients, including the slow-release sugar, Palatinose™ and prebiotic chicory root fibres oligofructose and inulin, that can easily fit into their daily routines without compromising on taste.” For producers looking to make the most of the increasing consumer desire to manage their blood glucose, bone health and digestive health, BENEO states that its products offer solutions that are backed by sound science. For example, a person’s blood glucose levels are a keyway to help promote long-term health, and therefore choosing the right carbohydrate is so important. BENEO’s Palatinose™ (isomaltulose) is a slow-release sugar which
R
esearch carried out on behalf of BENEO by HealthFocus International has revealed that consumers are now even more focused on ‘positive ageing’. The research includes exclusive analysis of the health-conscious 50+ age range and shows that those aged over 50 want to be able to continue with the activities they enjoy in their later years and are looking
for food and drink alternatives to support this goal. According to BENEO, getting the best out of the present and the future is what drives the health-conscious over-50s. As those in this age range want to be the best versions of themselves, this means taking control over future health, whilst being fit and healthy enough to enjoy the present, with nutrition playing an important role in achieving this. The findings show that for those over 50 are concerned about the issue of healthy ageing – three out of every four (79%) are primarily focused on maintaining their ability to continue with activities as they age. A similar number (76%) see good physical and mental health and a
balanced diet as key to overall health. In particular, the importance of nutrition is reflected by the survey results: 42% think a healthy diet helps to coping better with life’s challenges. Three quarters (74%) are making a conscious effort to
KennedysConfection.com
occurs naturally in honey and is derived from sugar that is naturally extracted from sugar beets. It is unique in its ability to deliver a lower rise in blood glucose, whilst providing full carbohydrate energy. It supplies the body with 4 kcal/g and contributes to daily energy intake from carbohydrates, thus making it an ideal ingredient to help support blood sugar management. When it comes to digestive health, gut friendly foods – such as
prebiotics – can help with nourishing the microbiota as a person gets older. BENEO’s prebiotic chicory root fibres oligofructose and inulin play an important role in selectively promoting the growth of good bacteria and this in turn supports a person’s inner defence system. In fact, inulin and oligofructose are the only proven plant-based
prebiotics. Orafti® Inulin and Oligofructose have been shown to support a healthy microbiota and the selective increase in bifidobacteria in over 50 human intervention studies and an increase in stool frequency in 20 human intervention studies. Steve Walton, President at HealthFocus International also added:
“People are taking charge of their health and making serious changes. While some of these new eating patterns and nutritional adjustments happened due to COVID-19, we expect many of them to be long-lasting. We’ve seen a real shift over the past 10 years and now, healthy ageing and the quality of life it can give are top of mind today. “Consumers are adopting a long-term approach to health maintenance, which highlights that healthy ageing is relevant for every age. A fact that food and drink manufacturers can use to their advantage when looking at new product development.”
Kennedy’s Confection December 2021 31
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