Healthy Aging is Getting Younger

The concept of healthy aging, once exclusive to Boomers and Matures contemplating their Golden Years, has now been embraced across the entire demographic spectrum. From Botox treatments for women in their 20s to the growth in anti-aging products and services across multiple age and gender categories, agelessness has become a cultural preoccupation. And many health issues that were once the domain of older people, such as obesity and diabetes, have reached epidemic proportions among young people and children. This suggests while agelessness may be the cultural ideal, the reality is the need for healthy aging is becoming crucial even at younger ages. Examining one key aspect of healthy agingthe diet-health connectionincludes looking at how consumers view specific nutrients, their desire for anti-aging nutrients and some of the barriers to obtaining the required amounts in their diets.

You Are What You Eat

Nine out of 10 U.S. adults understand healthy eating is a primary way to promote healthy aging. Eight out of 10 believe they can manage many of their health issues through proper nutrition. Why, then, does the current health report card for many American consumers look so dire? In fact, almost one-quarter of consumers under the age of 39 say they are less healthy than they expected to be at their age, significantly more than consumers over age 65.

While it is a well-accepted notion that one of the main determinants of good health is a nutritious diet, one out of three consumers admits when it comes to healthy eating, he is confused about what he should be doing. Perhaps this confusion is leading to lower consumption of the nutrients necessary to fortify consumers health, and slow down the aging process and the onset of disease. In fact, levels of perceived deficiencies among consumers are relatively substantial for essential nutrientsapproximately one out of every four consumers reports feeling deficient in fiber, vitamin D, calcium and omega-3 essential fatty acids (EFAs).

New technologies and innovative manufacturing are helping to supplement everyday food products with additional amounts of fiber, calcium and vitamin D, making it easier for consumers to get their daily requirements of these vital nutrients.

More Omegas Please

Omega-3s have been shown to benefit an array of health conditions affecting consumers of all ages such as heart-related conditions, diabetes, depression, brain health and memory, inflammation, asthma, dry skin, attention-deficit hyperactivity disorder (ADHD), and even certain cancers. Because the human body does not produce omega-3 fatty acids, it must be obtained through diet to generate its benefits.

NMI research shows consumers want to supplement their diet with more omega-3s, with about half of the population indicating they want to get more foods and beverages with omega-3s. Half also feel it is important for their store to carry foods enriched with omega-3s; even the youngest age group (18 to 29 year olds) wants to find omega-3 enriched foods at stores where they shop. However, while consumer desire for foods enriched with omega-3s appears to be strong, the average diet is undeniably deficient in omega-3. What, then, are some of the hurdles suppressing consumer consumption of omega-3 rich foods?

Hitting Hurdles

Perhaps consumers fragmentation of the benefits of omega-3s creates a disconnect between desire and behavior. In other words, while half of consumers associate omega-3 with heart health, perhaps a wide range of secondary benefits diminishes the singularity of the heart health benefit (Figure 1).

The limited food sources containing omega-3s may also be lowering consumers ability to get sufficient amounts in the daily diet. The long-chain omega-3s eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) are generally only found in cold water fish, such as salmon, sardines and mackerelnot a main staple of the American diet and especially not a major part of the diet of younger generations. Taking omega-3 supplements is one way to ensure adequate amounts; but, compliance and cost may create further barriers, especially for younger consumers who prefer to get their daily nutrient requirements in the foods they eat rather than having to take supplements. Therefore, food fortification may be one of the best ways to ensure todays consumers can meet their daily quotient.

However, omega-3 fortification is not prevalent across a mix of food categories. In fact, according to NMIs Product Trend Identifier, the top fortification categories for the United States are cakes, pastries and sweet goods; dressings and vinegars; milk; and pasta. These are likely not the best categories for health-oriented consumers or consumers who are trying to limit sugar, dairy and carbohydrates in their diet. Even further, the quantity of omega-3s found in many of the fortified products currently available is so low that consumers would have to consume large quantities in order to reach the daily requirements.

Reversing the Trend

As fortification technology strives to catch up with demand for healthier, more nutrient-dense foods and beverages, consumers are still tasked with the responsibility to make sure they are fortifying their health with the proper nutrient mix through the foods and beverages they consume. Creating easier avenues for consumers to obtain the essential nutrients they need to live healthier, longer lives will be vital in ensuring the future health of both young and old. Education will also need to be a continual process along with clear messaging to make sure consumers of all ages are motivated to integrate nutrients, such as omega-3s, into their daily diets.

Science is still discovering all the benefits of omega-3 fatty acids, but one thing is clear. As the need for healthy aging continues to get younger, and diseases once reserved for the old are plaguing younger generations, omega-3 consumption may be one effective way to reverse this trend, opening up anti-aging opportunities across the entire food and beverage industry and across all stages of a consumers life.

Steve French ( [email protected] ), managing partner at Natural Marketing Institute (NMI), has more than 25 years of marketing, strategic consulting and management experience across numerous industries. NMI is an international strategic consulting, market research and business development firm specializing in the health, wellness and sustainability marketplace.