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Food & Beverage Asia Dec 2018/ Jan 2019
MARKET INSIGHTS 16 FOOD & BEVERAGE ASIA DECEMBER 2018 / JANUARY 2019 N u t rit i o n a l S olu t io n s f o r S e n i o r s A customer-focused survey led by DuPont Nutrition & Health reveals uniqueness of senior groups and shares about untapped opportunities in the dysphagia market. © Tom Wang - stock.adobe.com L ike many developed nations around the globe, Japan is experiencing an ageing phenomenon. Worldwide today, there are more than 962 million people at the age of 60 years or older. In Japan, that ageing trend is expected to reach the top of the list in terms of nations with projected senior-aged populations. According to Eurostat, 41 per cent of the population will be aged 65-plus by 2050. Given the magnitude of this trend, DuPont Nutrition & Health conducted a customer- focused survey in Japan to determine how foodmanufacturers in this region can prepare tomeet the need for targeted senior nutrition. The research study featured focus group interviews with men and women aged 60 plus from Tokyo and the Kanagawa, Saitama, and Chiba prefectures. These groups were presented with concept proposals for products that would target senior-aged customers. During this process, researchers sought to gain a better understanding of each group’s lifestyle background as well as their awareness of health and diet. Researchers also wanted to determine the "working" or "non-working" element of each concept proposal, noting the insights the participants shared and what features and effects of the products they found appealing and understandable. Critical Findings Among the survey’s key ̬ndings were the following: • Multiple Solutions – Companies cannot categorise seniors into one category and attempt to provide a one-size-fits-all solution with their products. • The Four Categories – There are four categories of seniors: active lifestyle, common active seniors, frailty with mild symptoms and frailty. Each of these categories has di ̫ erent needs and behaves differently. For example, some seniors in their early 60s may still be healthy and socially active versus someone in their 80s whose body has weakened. • Preferences – Di ̫ erent types of food cater to di ̫ erent categories. For instance, some seniors in their 60s need food to maintain their health and but they also prefer food that tastes good. Seniors in their 80s often place an emphasis on di ̫ erent needs such as foods that are easy to prepare, senior friendly and healthy. • Common Issues – No matter what age group a senior may fall within, they face common issues such as oral health, immune health, irregular sleep order and dysphagia.
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