Drinking Up the Nutritional Possibilities

Those who fall between ages 45 to 64 will soon become the fastest-growing segment of the U.S. population. The U.S. Census Bureau estimates their numbers will grow from 77 million in 2006, and then to 82 million by 2030. Any number of applications can serve the dietary needs of our aging population, but beverages might be the one that holds the greatest potential to address the diverse needs of this group of consumers.

According to Frost & Sullivan, Palo Alto, CA: “The need for physical fitness and mental well-being are the key elements behind the phenomenal growth of the functional-beverage industry in recent times. Medical endorsement of exercise, nutrition and stress management has caused significant changes in lifestyle and buying habits, with people increasingly preferring food products that improve health. Functional-beverage companies provide healthy drink choices that match a particular behavior of their customers, and hence, are convenient to add to their lifestyle.”

Beverages can be tailor-made to focus on many of the health concerns brought on by aging. Those who want to maintain healthy bones can have a glass of juice fortified with calcium and vitamin D every morning. Those concerned about cardiovascular health might raise a glass of flavored water fortified with sterols, soluble fiber and B vitamins.

“As new diets emerge with different recommendations on nutrition, market participants can highlight their product’s value with infinite possible combinations,” says an analyst, Frost & Sullivan. The easy availability of beverages “means that consumers can easily purchase a beverage for immediate need and consumption.”

Does Eating Right Lead to Healthy Aging?

Generation                                  Percentage of Positive Responses

Centenarians (ages 99+)                     80%

G.I. (ages 84 to 99)                             81%

Silent (ages 63 to 83)                           91%

Baby Boomers (ages 44 to 62)            83%

Gen X (ages 30 to 43)                         87%

Millennials (ages 20 to 29)                   84%

Source: Third Annual Evercare 100@100 Survey™ UnitedHealthCare Services, Inc.

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Food Product Design: Nutritional Defenses Against Aging