Healthy Ageing Summit - 12 June 2018 Sixty is the new forty · 2018-06-25 · understand the needs of Japanese ageing consumers 12 June 2018 20 Source: DuPont N&H Consumer Survey,

D u P o n t N u t r i t i o n & H e a l t h

12 June 2018

Michelle Lee, ASEAN Marketing Leader

Ageing smartly in a super-ageing society

Sixty is the new forty


The world is ageing

212 June 2018

Data Source: UNDESA Population Division, World population prospects: the 2015 revision. Compiled by ANN / Data LEADS

12.3%901m

Number 60+

of total

worldwide

population

16.5%1,402m

Number 60+

of total worldwide

population

21.5%2,092m

Number 60+

of total worldwide

population

2015

2030

2050

Population over 60 years of age will nearly double by 2050, projected to reach 3.2 billion by 2100

1990 2015 2050 2100

0.5

0.9

2.1

3.2

Population over 60 years (Billion)


Asia has the largest ageing population in the world

312 June 2018

0

50

100

150

200

250

300

140 262 4 6 281612108 18 20 3022 24 32

Thailand South Korea

Middle East and Africa

89M

China

247M

India

125M

Indonesia

Vietnam

Japan

37M

MalaysiaPhilippines New Zealand

Eastern Europe

64M

SingaporeAustralia

Latin America 85M North America 82M

Western Europe115M

Population Aged 65+ in 2030 as % of Total Population

Po

pu

lati

on

Ag

ed

65

+ in

20

30

Milli

on

Data Source: Euromonitor

53%of

world’s 65+ live

in Asia by 2030

Presents a golden business opportunity


Asia is on track to have the oldest population in the world

412 June 2018

World median age = 29.6

47

44

42

41

41

39

38

38

38

31

31

29

29

29

27

25

Japan

Australia

Indonesia

Hong Kong

Korea

Singapore

Taiwan

Thailand

Philippines

China

New Zealand

Vietnam

Asia

Southeast Asia

Malaysia

India

Data Source: US Central Intelligence Agency / United Nations 2017

Median age in 2017 (years)


The demographic earthquake – “Agequake”

Requires us to rethink the way we design our products

512 June 2018

We have the

responsibility to help

ageing consumers

access and consume

the food products, the

way they need and

want...


Baby boomers redefine ageing well

612 June 2018

World's oldest marathon runner,

Hidekichi Miyazaki, 107

D u P o n t N u t r i t i o n & H e a l t hInternal Use Only 712 June 2018

They want to age smartly

How can we capture the ageing marketplace

by addressing the needs of these older consumers ?


Trending in ageing society

812 June 2018

1Holistic

ageing

Consumers are likely to

choose a holistic path to

ageing, whereby they

pay attention to wellness

of mind and body to

ensure they stay fit and

healthy for longer

4Disease

prevention

Increased awareness of

health and wellness and

start taking precautionary

measures to improve

health and prevent

chronic disease at a

younger age

2Independent

fit seniors

Consumers generally

think they are younger

than biological age. They

aspire to stay fit and

active for longer and

3Prolong

healthy life

Older consumers would

opt to improve quality of

life, prolong healthy life

expectancy then looking

good alone

5Old age

spectrum

Older consumers

don’t like to be

treated the same, as

they enter from 60s

to 70s, they see the

significant needs and

preferences different

Source: Mintel / DuPont N&H Marketing


Soft foodDining experience

(not just a meal)

Targeted functions

(physical, cognitive,

digestive, swallowing)

Small portionNutrient dense

Variety of food choices

Senior food market trends

912 June 2018

Convenienc

eSenior food

market

trends & drivers




Targeted functions: Improve physical fitness

1012 June 2018

Formulated with 5,7-dimethoxyflavone derived

from black ginger, to maintain walking ability of the

middle-aged and the elderlyTo maintain walking

ability of the middle-aged and the elderly.

To help maintain muscle and improve

walking ability of those over the age of 60

Ajinomoto Amino Aile

Japan, Sep 2017

They are formulated with imidazole

dipeptides and type II collagen to maintain

walking ability of the middle-aged and the

senior

Kobayashi

Japan, Feb 2018DHC

Japan Feb 2018




Targeted functions: Improve cognitive function

1112 June 2018

Taisho Seiyaku Memory Care Tablets

Japan, Mar 2018

Lotte Xylitol Hani TsukinikuiJapan, Sep 2017

They are formulated with dried Polygala tenuifolia

extract to help improve memory of the middle-aged

and elderly

This FFC-certified product is formulated with

Ginkgo biloba leaf flavonoid glycosides and Ginkgo

biloba leaf terpene lactones for the middle-aged

and seniors to give beneficial effect on the memory

Japan, May 2017

Orange flavour brain peptide supplement

The product is suitable for older people to

support the thinking ability and formulated

with 1200mg brain peptides and 550mg

leucine. It contains 0.6% fruit juiceSource: Mintel / DuPont N&H Marketing



Targeted functions: Improve digestive function

1212 June 2018

Bakoma, Senior active yogurt

Poland, Apr 2018

Contains 10 billion shield lactic

acid bacteria M-1

Smooth pumpkin puree

Japan Sep 2017

Lactose free, with good bacteria to

improve digestionThe product is made with Korean rice, milk

protein concentrate with high digestibility,

features 12: 24: 64 ratio of protein, fat and

carbohydrate

Kef Carewell Nutritious Porridge

Korea Apr 2018



1312 June 2018

Toromi Fine Food Thickerner

-

Kewpie Japan

Targeted functions: Improve food swallowing

Thicken food and drinks without changing the flavour

Toromi clear food thickener

Japan, imported to Singapore

Morinage Tsuru Rinko Quickly,

Japan




Dining experience

1412 June 2018

Braised beef in red wine

Japan, Nov 2017

It features tender beef in rich red wine

sauce and can be served as it is or heated

in the microwave or saucepan with hot

water

OilliO Matomeattupu Plus+

Japan, May 2017

It contains 30% Nisshin MCT C10R, which is Nisshin's

own medium chain fatty acid oil that is designed to

cater primarily to senior citizens. It increases energy

intake to make food softer so it is easily digested and

also helps to make food taste better

Source: Mintel



Nutrient dense food Small portion

1512 June 2018

Energy drink and protein

replenish drink

Japan, Aug 2017

For senior consumers that enables energy

and protein replenishment, and contains

10g protein, 2g medium-chain fatty acid oil,

200kcal and 2000mg BCAA

It is designed for seniors and can be

chewed with gums. It is formulated with

Nissin Oilio MCT powder for 1.5x more

energy. It is easily digestible and converts

into energy

Maruha Nichiro Medicare

Shokuhin Motto Energy Tofu

and Egg with Starchy Sauce

Japan, Feb 2017

Nestle

Japan, Jun 2016

For senior consumers that

enables energy and protein

replenishment,

Maruha Nichiro

Medicare Shokuhin

Japan, Feb 2017

To give high energy in small

quantities




Soft food

1612 June 2018

Improve on food texture increase chewability

Soft chicken and egg

TopValue, Feb18 JapanSoft simmered burger

TopValue, Feb18 JapanSoft koshihikari rice

Asahi, Feb18 Japan

For seniors who are able to chew with

the gums

For seniors who are able to swallow

without chewing

Beef stew

Asahi, Oct 17 Japan



Deep dive into the world first and oldest ageing society

1712 June 2018

Populations (10’000)Data Source: National Institute of Population and Social Security Research

http://www.ipss.go.jp/site-ad/TopPageData/PopPyramid2017_E.html. Accessed on 28 May 2018

JAPAN Population in 1965

http://www.ipss.go.jp/site-ad/TopPageData/PopPyramid2017_E.html


Deep dive into the world first and oldest ageing society

JAPAN Population – From Tree to Kite

1812 June 2018

1965 2005 2065

Populations (10’000)

Data Source: National Institute of Population and Social Security Research

http://www.ipss.go.jp/site-ad/TopPageData/PopPyramid2017_E.html. Accessed on 28 May 2018

http://www.ipss.go.jp/site-ad/TopPageData/PopPyramid2017_E.html


Key concern of Japanese ageing population

- To live healthier longer

1912 June 2018

Data Source: Cabinet Office, Japan

9.13 years

79.5years old

12.68 years

86.3years old

70.4years old

73.6years old

2010

9.02 years

80.2years old

12.40 years

86.6years old

71.1years old

74.2years old

2013

Men Women Men Women

81.0years old

87.1years old

Our vision

Men Women

Creating a society

that can live a

healthy and long life

by extending of the

healthy lfie

expectancy

The average lifespan of Japanese The healthy life expectancy of Japanese


DuPont Nutrition & Health embarks on the journey to understand the needs of Japanese ageing consumers

2012 June 2018

Source: DuPont N&H Consumer Survey, Japan 2017

Group : 60+

• Active senior with active lifestyle

Frailty with mild symptoms

• Frailty with more serious symptoms

Understanding consumers behaviour and

nutritional need in Japanese ageing society


Our journey to understanding the ageing consumers

2112 June 2018

Understand the

life challenges as

they age

Specific needs to

overcome those

challenges

Uncover unmet

needs

Provide solutions

to improve quality

of life and age

smartly


Common health related challenges among the ageing consumers

2212 June 2018

Physical frailtyChronic disease

Geriatric syndrome

Locomotive

syndromeOsteosthritis

Osteoporosis

Sarcopenia

Social FrailtySocial Isolation

Cognitive FrailtyDementia

Depression



Seniors are not a homogenous group

2312 June 2018

60-70s 70+ 80+

Uncover their needs


Active seniors : make an

effort to stay healthy with active

lifestyle, both physical and mental.

E.g. to go out and mingle around,

play mahjong etc.

Seniors with mild

physical

deterioration: Unable to

prepare meals for themselves due to

physical challenges e.g. muscle

deterioration, stay indoors more

frequently, start experiencing

noticeable swallowing issues

Seniors with serious

physical

deterioration : just want

to enjoy their food without any

restriction; feel lonely, isolated,

shameful to socialise due to health

issues, choking, oral health are very

noticeable now


Discovering the underserved ageing market

2412 June 2018

60-70s 70+ 80+

Uncover their needs


Maintain physical health

Maintain immune health

Improve

physical health

Improve

digestive health

Improve

physical health

Improve

digestive health

Improve

immune health

Improve

appetite

Improve quality of sleep

Improve

immune health

Stimulate

appetite

Improve oral

health


Discovering the underserved ageing market

2512 June 2018

Improve senior food-quality of life


Make sure they have adequate nutrient intake

Help them improve health

Restore eating pleasure


Marketing opportunities to seniors

2612 June 2018


Innovation platforms

Texture

• Soft food

• Thickening

texture

• Semi solids

Portion Size

• Small portion

• Nutrient dense

Pack /

Format

• Small pack,

single serving

• Pack format

that’s easy to

hold and grip

Functionality

• Physical fitness

• Cognitive

• Digestive

• Immune

Colour &

Flavour

• Natural food colour

• Colour that

stimulates appetite

• Colour and flavour

that enhance

dining experience


Marketing opportunities to seniors

Promote smart ageing with food solutions

2712 June 2018

Night drinking yogurt

Dairy/ SUPRO® Soy Protein Blends to

support muscle synthesis, added with

L- tryptohphan to promote good night

sleep

Triple oral care tablet

Compressed tablet with XIVIA® C xylitol

and functional ingredient with

GRINDSTED ® blend, which contains

enzyme, green tea powder, zinc to

improve oral healthSource: DuPont N&H Consumer Survey, Japan 2017

Probiotic chocolate

Formulated with HOWARU® Protect

Senior and Adult probiotic with high

cocoa content of antioxidant, to

regulate senior immune system and

improve quality of life

1%* of

global innovation is

directly targeted at

seniors

* United Nations: World Population Prospects, the 2010 Revision

D u P o n t N u t r i t i o n & H e a l t h 2812 June 2018

A wide range of food solutions for the growing ageing population

• GRINDSTED® xanthan

• HOWARU® premium probiotics

• Litesse® polydextrose soluble

fiber

• FIBRIM® soy fiber

• GRINDSTED® system stabilizer

• SUPRO® soy protein isolate


• Litesse® polydextrose soluble fiber

• FIBRIM® soy fiber

• FRUCTOFIN® natural sweetener

• RECODAN® & emulsifier system

Muscle health &

physical performance



• BetaPower® betaine

• GRINDSTED® MCT

• RECODAN® system stabilizer

Immune health Heart / Cardiovascular

Health

Weight & blood sugar

management




• Litesse® polydextrose soluble

fiber

• GRINDSTED® fiberline

• GRINDSTED® system stabilizer

• SOLEC ® Lecithin

Oral health


• XIVIA® xylitol sweetener

Gut & digestive health


Providing solutions for safer, healthier and more nutritious food innovation

2912 June 2018

Dairy &

Beverage

DS and special

diet nutrition Bakery &

Nutrition bar

Meat &

Vegetarian

Ice Cream&

Dessert

ConfectioneryCulinary &

othersInfant

formula

DuPont

New New


Summary

Promote smart ageing with food solutions

3012 June 2018


“People generally don’t want to be reminded how they

are frail with ailing health”

Understand the needs, target the end benefits offering

rather than targeting their age

Ultimate Goal : Deliver functional benefits + Restore Eating Pleasure

Thank You

©2018 DowDuPont, The Dow Chemical Company, DuPont. All rights reserved.

®™ Trademark of DowDuPont, The Dow Chemical Company, E.I. du Pont de Nemours and Company, or their affiliates.

DuPont Nutrition & Health, a DowDuPont Specialty Products Division business, 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.

http://www.food.dupont.com/

Documents

Healthy Ageing Summit - 12 June 2018 Sixty is the new forty · 2018-06-25 · understand the needs of Japanese ageing consumers 12 June 2018 20 Source: DuPont N&H Consumer Survey,