Understanding senior consumers and how to meet their nutritional needs.

1. HEALTHY AGING
UNDERSTANDING SENIOR CONSUMERS AND HOW TO
MEET THEIR NUTRITIONAL NEEDS

2. INTRODUCTION
The population of Europe is aging rapidly. By 2040, more than one in four EU citizens will be above the age of 65 (figure 1). As average
life expectancy continues to rise, the senior years are increasingly
thought of as a time for living life to the full. Sadly, the reality of
old age is often different. Statistics reveal that seniors risk up to a
decade of declining health1 in their later years, compromising life
quality.
Today, it is widely recognized that a targeted diet combined with
exercise can help senior consumers stay healthy and active as they
age. Research has shown that, by maintaining muscle and bone
strength and supporting digestive, immune, heart and metabolic
health, it is possible to postpone or avoid age-related issues.
A number of food manufacturers are already acting on this oppor-
tunity by launching products that target the specific nutritional
needs of the senior segment. But there are many questions.
• What are the main health concerns of senior consumers?
• What are they doing to maintain their health?
• What do they know about active ingredients, and what triggers them to buy health & wellness products?
DuPont Nutrition & Health has conducted a consumer survey to gain a better understanding of senior needs in three European
markets and support the positioning of senior nutrition products. This white paper shares the key findings from the survey and provides
an overview of relevant ingredient solutions.
A SURVEY OF ACTIVE SENIORS
A total of 900 active seniors aged 60 to 75 participated in the DuPont Nutrition & Health survey, conducted in May 2018. The survey
participants were evenly distributed between Germany, Italy and the UK. The primary survey objectives were to identify:
• Top age-related health concerns and how they are currently addressed
• Purchasing and consumption habits related to nutritional/fortified products
• Sources of information, including product packaging
• Nutrient awareness and perception
HOW DO SENIORS TACKLE THEIR HEALTH CONCERNS?
Traditional health issues are top of mind for
senior consumers. High blood pressure, bone
issues, overweight, vision problems and high
cholesterol are the leading concerns in all three
countries (figure 2). To counter the impact of
aging on their bodies, many seniors state that
they take regular exercise, follow a balanced
diet and stay up-to-date with information.
The survey found that walking/trekking is the
preferred sports activity, practised by just over
50% at least once a week. Other popular forms
of exercise include biking, running, swimming
and going to the gym (figure 3).
1 Euromonitor: Healthy living: The new face of healthy ageing. December 2017
2016
0-14 years 15-64 years 65-79 years 80+ years
2020 2030 2040
100%
15.6%
13.8%
5.4%
15.5%
64.2%65.3%
14.5%
5.9%
14.9%
61.2%
16.7%
7.2%
14.7%
58.3%
17.9%
9.1%
Figure 1. EU-28 population structure by age groups and % of population.
Source: Eurostat
Figure 2. Top-of-mind health concerns of senior consumers.
High blood pressure
Bone articular issues
Overweight
Vision problems
High cholesterol
Heart & vascular issues
Diabetes
Lack of strength
Digestion issues
Other issues 12%
14%
10%
16%
16%
13%
10%
26%
15%
14%
9%
15%
9%
12%
18%
27%
32%
25%
16%
44%
27%
40%
34%
34%
14%
31%
35%
34%
35%
46%
Germany
Italy
UK

3. In all three countries, a large majority claimed to follow a balanced diet – 71% in Germany, 70% in Italy and 79% in the UK. But,
while seniors use the same channels of information about health and healthy eating, the importance and reach of each channel varies
between countries. Italian seniors seek most information overall and are most likely to ask for a doctor’s opinion (figure 4).
ACTIVE INGREDIENTS ARE THE KEY DRIVER
The survey asked participants to consider the nutritional/fortified products they currently consume and what drives their purchases.
Across all three countries, seniors stated that active ingredients are the top purchase driver – 62% in Germany, 81% in Italy and 60% in
the UK. The secondary driver in Germany and Italy is past experience, while, in the UK, price takes second place.
Purchases of nutritional/fortified products include protein shakes and smoothies, protein bars, vitamin drinks, milk protein drinks,
protein powders and vitamins – primarily consumed as a morning snack.
UNDERSTANDING THE LINK WITH GOOD HEALTH
Many seniors are aware of how ingredients such as protein, probiotics and prebiotics can help maintain good health (figure 6). For
example, protein is recognized for its contribution to muscle mass, and there is a certain level of knowledge about the role of probiotics
in immune and digestive health. Prebiotics are known, but to a lesser extent.
Figure 6. Example of senior awareness of prebiotics, protein and probiotics and their health role.
Walking/
trekking
Germany
Biking Gym
55%
41%
15%
54%
Figure 3. Preferred sports activities per country, practised at least once a week.
Family &
friends
Specialist
recommendation
Active
ingredientsPrice FlavorDoctor TV
Books &
magazines
Past
experience
33%
22%
27%
36%
39%
36%
44%
39%
24%
24%
24%
22%
Figure 4. Sources of health and healthy eating information claimed by
respondents.
46%
59%
61%
62%
74%
58%
54%
56%
68%
81%
55%
59%
46%
51%
60%
Figure 5. Drivers of senior purchases of nutritional/fortified products.
25%
18%
53%
15%
10%
Walking/
trekking
Italy
Gym Running Walking/
trekking
UK
Swimming Gym
Germany GermanyItaly ItalyUK UK
SUPPORTS BUILDING MUSCLE MASS
Germany 36%
Italy 45%
UK 38%
SUPPORTS IMMUNE HEALTH
Germany 20%
Italy 36%
UK 26%
SUPPORTS HEALTHY DIGESTION
Germany 6% 11%
Italy 17% 30%
UK 20% 39%
PROTEIN PROBIOTICS
PREBIOTICS
PROBIOTICS

4. 10.18
DuPont Nutrition & Health
food.dupont.com • www.danisco.com
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THREE PILLARS OF HEALTHY AGING
DuPont develops ingredient solutions for food products that tackle three key health concerns among senior consumers: muscle health
& physical performance, digestive health and immune health. The solutions include ingredients with a documented nutritional effect
and functional ingredients, including stabilizers, sugar replacers and texturizing ingredients. National legislation should always be
consulted before use.
Documented ingredients are listed below:
• Muscle health & physical performance - SUPRO® Soy Protein
• Digestive health - HOWARU® Premium Probiotics and Litesse® polydextrose soluble fiber (prebiotic)
• Immune health - HOWARU® Premium Probiotics and SUPRO® Soy Protein
LEARN MORE
The senior nutrition segment holds major opportunities for new product innovation. At DuPont Nutrition & Health, we base our
ingredient solutions for this segment on consumer insights and nutritional science. We also develop inspirational concepts that
demonstrate our solutions at work.
To learn more about our survey findings, ingredient solutions and your application opportunities, contact us at www.danisco.com/
contact-us/.
About DuPont Nutrition & Health
DuPont Nutrition & Health, a business unit of DowDuPont Specialty Products Division, combines
in-depth knowledge of food and nutrition with current research and expert science to deliver unmatched
value to the food, beverage, pharmaceutical and dietary supplement industries. We are innovative solvers,
drawing on deep consumer insights and a broad product portfolio to help our customers turn challenges
into high-value business opportunities. More information is available at www.food.dupont.com.