By Sean Moloughney, Editor05.01.17
Throughout the aging process, people naturally face varying health challenges that are influenced by a range of factors, including genetics, environmental issues, nutrition, and other lifestyle choices. However, with increased scientific understanding of biological systems, consumers today are better prepared to face the effects of Father Time and Mother Nature.
The growing number of adults aged 65 and older is one of the most significant demographic trends in the U.S. In fact, the number of adults 65+ is projected to more than double from 46 million in 2014 to over 98 million by 2060, and their share of the total population will rise from 15% to nearly 24%, according to a report titled “Aging in the United States“ from the Population Reference Bureau.
This aging demographic faces significant health challenges. Obesity rates among older adults have been increasing, standing at about 40% of 65-to-74-year-olds in 2009-2012. Demand for elder care will also be fueled by a steep rise in the number of Americans living with Alzheimer’s disease, which could nearly triple by 2050 to 14 million, from 5 million in 2013.
With renewed focus on preventive, natural and integrative healthcare, the market for functional nutritional products like dietary supplements could play an important role in maintaining and improving public health for all consumers.
From this foundational reality, the “healthy aging” umbrella concept has gained significant attention in the natural products industry, covering not just baby boomers and seniors intent on maintaining their independence, but also younger consumers focused on lifelong wellness.
Defining Consumer Needs
Healthy aging relates to quality of life over time, which means being active, pain-free and cognitively sound, according to Mark Thurston, president, AIDP, Inc., City of Industry, CA. “People are living well into their 80s these days, but the body wasn’t necessarily designed to live this long. The brain in particular is a muscle that begins to lose elasticity as early as the mid-20s. Bone and joint health are also health challenges that begin to surface during aging.”
Aging healthfully means managing these processes, he added, and dietary supplements and natural products that contain scientifically proven ingredients can help.
Today, many consumers are generally focused on slowing the natural aging process, said Tim Hammond, vice president of sales & marketing, Bergstrom Nutrition, Vancouver, WA. “Broadly speaking, consumers want to look and feel younger, and reduce certain ailments associated with aging, like pain, immobility, and low energy.”
Healthy aging on a macro level means feeling good, remaining active and living free of major limitations, said Dan Murray, vice president of business development, Xsto Solutions, LLC, Morristown, NJ. “On a micro level, healthy aging means not suffering from chronic health conditions, eating right and living the active lifestyle we all plan for in our later years, preferably free of aches and pains. For seniors, staying healthy means living independently.”
Seemingly simple factors like sore knees or hips can significantly limit activity, he added. “They’re not life threatening but they sure can cause problems. That’s why healthy aging is a complex compilation of large and small issues that either inhibit or allow us to remain active and feeling well.”
There are two main pillars of healthy aging, according to Golan Raz, vice president of health & nutrition at Lycored (part of Adama Group). One pillar relates to physical issues, including skin, bone/joint, heart and vision health, among others. The second pillar covers mental issues, including areas like memory and sharpness. “When it comes to nutrition, the goal is all-around prevention and delaying of age-related physical and mental processes. A good example is the segment of ‘skin longevity.’ With the use of nutritional technologies, consumers can potentially reduce the pace in which their skin is aging, and in other words, obtain healthy aging of the skin.”
Investing in physical and mental wellness can pay dividends over the long term, he added. “The role of nutrition is clear. On the physical level, nutrition plays a major role in the wellness of our biological and bio-chemical systems. In reality, the affect isn’t of the future but of the present moment. Good nutrition leads to a healthier system. This happens now and not in the future, and if we consume the right ingredients on a day-by-day basis, we also benefit from an accumulative affect.”
Lara Niemann, marketing director, Gelita, Sioux City, IA, stressed that consumers need to eat well, exercise and take dietary supplements to maximize their quality of life. “As life expectancy has increased during the past few decades and global fertility rates have, at the same time, continued to decline—particularly in industrialized countries—the world has witnessed a clear demographic shift. In almost every country on Earth, the number of people aged 60 and older is growing faster than any other age group. As society ages, people experience decreased mobility (poor muscle tone, frail bones, compromised joint cartilage and a host of other musculoskeletal challenges that can severely compromise quality of life.”
Shaheen Majeed, marketing director, Sabinsa, East Windsor, NJ, also noted that life expectancy has increased in many countries across the world, contributing to major demographic changes, and a sizable population of older consumers. “With greater longevity, many individuals will experience age-related health challenges, particularly during the last 15 to 20 years of their lives. However, there are lifestyle choices that maintain good health and reduce the risk of disease and disability, helping people enjoy active and healthy senior years. Regular exercise, adequate quality sleep, and good nutrition are all essential in promoting healthy aging.”
Several observational studies have demonstrated that as people age, particularly once they get into their 70s, many physiological changes occur that could influence their nutritional intake and needs, he added. “This might have cascading influence on the body, leading to various age-related complications, such as changes in body composition, bone density, immune function and the digestive system.”
Simon Seward, global business director, Iceland-based Algalif, said senior consumers are the first to acknowledge that getting old has its challenges. “In fact, they are particularly critical of manufacturers and retailers that fail to understand the realities of age (e.g., product packaging that’s hard to open; labels, prices, and directions in shops that are hard to read, etc.). On the other hand, senior consumers do not want to be treated as old or ‘elderly.’ This important consumer segment is wealthier, healthier, and more active than in previous generations. They take pride in who they are, and want to be respected and valued as members of society.”
Although older consumers represent a significant part of the target audience, Mr. Seward said it seems manufacturers and retailers can do more to address their needs. He cited a study conducted by A.T. Kearney in 2013 that included 3,000 consumers 60 years and older from seven countries. “The study showed that these shoppers do not think they are adequately served by marketers, retailers, or manufacturers. They had multiple complaints: product packaging is hard to open; labels, prices, and directions in shops are hard to read; absence of sitting areas in the shops; understaffed shops, etc. Older consumers want a shopping experience that is inclusive, and accommodates their needs.”
Starting Early
Healthy aging is becoming increasingly important for younger consumers who are looking for holistic approaches to health and wellness, said Bergstrom’s Mr. Hammond. “They want these products to fit into a larger lifestyle approach. Although they may not call it ‘healthy aging,’ both approaches essentially address the roots of wellness.”
Healthy aging is relevant for every stage in life, according to Lycored’s Mr. Raz. “Quality and balanced nutrition for infants is essential for their healthy aging. However, the terminology ‘healthy aging’ is generally related to the 50+ stage. We should bear in mind that as the whole concept of aging is nothing but a concept, it is changing. Naturally, many individuals in their mid-50s would laugh if they hear they are at the ‘aging’ period.”
Santiago Vega, senior manager, nutrition marketing, Ingredion Incorporated, Westchester, IL, noted that adult consumers of all age groups are intent on aging well. “For instance, 50% of millennials indicate that they are concerned about retaining mental sharpness as they age, and a slightly smaller number (47%) are concerned about maintaining ability to continue with their normal activities as they get older (HealthFocus International, 2017). Consumers in their 30s and 40s report higher levels of concern about these issues; it is not surprising that as consumers age, these types of concerns increase in importance.”
Algalif’s Mr. Seward noted that healthy aging is a process, and health in old age is shaped by numerous factors throughout life. “Cardiovascular diseases, high blood pressure, and diabetes, for instance, do not necessarily begin in the 60s, but can begin to develop early in life with an unhealthy diet and a sedentary lifestyle. Concerns regarding healthy aging must therefore be addressed across the full lifespan.”
James Hyde, vice president, Balchem Corporation, Layton UT, agreed that consumers should focus on maintaining a healthy lifestyle through all stages of life. “The growing population of mature adults continues to drive more interest in vitamins, minerals, and other natural products as these individuals strive to remain active and vital throughout life and take personal control of their health. However, the healthy aging market isn’t exclusive to older consumers, as younger people, including millennials are taking more personal interest in their health.”
In addition to products, education will be important to explain to consumers about the importance of minerals and general nutrition through all stages of life, he added.
Gelita’s Ms. Niemann argued that consumers today are more informed than ever about the importance of proper nutrition, supplementation and exercise. “Consumers strive to optimize health, mobility and appearance, at any and every age, and also recognize that what they do today affects quality of life today and tomorrow.”
Still, Xsto’s Mr. Murray noted that, as Irish playwright George Bernard Shaw once said, “Youth is wasted on the young.” Consumers tend to worry about healthy aging “only after they cross over the hill,” he added. “So, from a marketing prospective, I think middle-age to seniors are the target market for healthy aging. The boomer age group also happens to have disposable income for priorities like staying healthy and active.”
Even for people who take their physical and mental wellness seriously throughout life, time eventually catches up, said Deanne Dolnick, science director, TR Nutritionals, Alpharetta, GA. “I think most people are surprised that no matter how well they took care of themselves throughout their 20s, 30s and 40s, it just feels different to be in your 50s. The body does not recover as quickly. We feel different and we look different. Healthy, to me, means a healthy cardiovascular system (heart/lungs/blood pressure), healthy joints, healthy blood sugar levels, not struggling with weight gain, being able to exercise, and being able to get a good night’s sleep.”
Approaches to Aging Well
Characteristics of quality of life at any age include mobility (ability to walk, move) and independence (self-sufficiency in routine and daily tasks) and confidence (looking better while aging), said Gelita’s Ms. Niemann. “In short, healthy aging means to add life to your years, rather than years to your life.”
Health challenges often associated with the aging process include osteoarthritis and osteoporosis, cardiovascular disease, metabolic syndrome/diabetes, Alzheimer’s disease, and cancer, noted Nena Dockery, technical services manager for Stratum Nutrition, Carthage, MO. “Most consumers view healthy aging as a process in which these chronic maladies that we typically associate with the elderly are minimized or avoided altogether. Healthy aging enables a lifestyle that is active and vibrant even into the sunset years of life.”
The multibillion dollar dietary supplement market indicates that people are looking for additional nutritional support to stay well throughout life, said AIDP’s Mr. Thurston, including cognition, digestion, bone and joint health, skin health, and more. “Younger people are being educated earlier about the process of aging. Also, healthy diets and supplementation are all heavily used in the world of sports nutrition which leads to an interest in nutrition’s effect on the body in general. Younger people are watching their parents and family members live longer and deal with the effects of aging. Many parents are introducing their children and teens to dietary supplementation, as well as functional foods, and they are continuing those practices into their later lives.”
Healthy aging includes both functional and cosmetic aspects, according to Bergstrom’s Mr. Hammond. “The aesthetic aim is to have younger, more vibrant looking skin that radiates a healthy glow and fewer wrinkles. Functionally, consumers want to maintain active and mobile lifestyles, which means reducing pain associated with activity while also maintaining range of motion, balance, and higher levels of energy.”
Xsto’s Mr. Murray noted that consumers often begin to feel the effects of a poor diet with age, and while eating well may provide the RDI value for certain nutrients, those levels still aren’t near “optimal” nutritional standards. “RDIs were established decades ago to avoid overt signs of clinically deficiency, so they are far from ideal levels of vitamins, minerals and other beneficial nutrients. Our family history may offer a clue to our personal risks, but healthy bones, joints and heart are good places for dietary supplements to lend a hand. More recent additions to products include vitamin K2 for heart and bone health. Omega-3s and carotenoids are also good for a host of structure-function support such as cardiovascular, joints, and eye health.”
Mr. Murray also noted that research continues to indicate inflammation has broad effects on wellness. “While inflammation is a natural, healthy reaction, it certainly creates some significant health problems. Inflammation is a challenge for dietary supplements because the FDA has determined it’s a disease condition and can’t be addressed by nutrition.
Personally, I don’t see the logic in prohibiting ‘risk reduction’ via an entire class of functional nutritional products simply to protect the pharmaceutical companies. By not being able to discuss inflammation we have limited one of our best potential avenues to ‘well care’ vs. dealing with disease conditions well after onset.”
Solutions to Consider
The simplest thing consumers can do to maintain wellness as they age, alongside a balanced diet and exercise, is to take a well-formulated multivitamin/mineral supplement, according to TR Nutritionals’ Ms. Dolnick. There are a wide range of other supplement ingredients of interest, she added, including turmeric/curcumin, glucosamine and chondroitin for joint health, as well as CoQ10 and resveratrol for heart health. Quality ingredients and efficacious dosages are critical in today’s marketplace, she added.
Collagen is the most abundant protein in the human body, comprising about 30% of total protein content, noted Gelita’s Ms. Niemann. “All connective tissue is comprised of some collagen, so protein supplementation with collagen protein—generally in the form of collagen peptides (short-chain protein building blocks produced by hydrolysis of native collagen)—helps us stay mobile, strong, flexible, and beautiful.”
Research shows that optimized Bioactive Collagen Peptides maximize the stimulatory effects on specific cells in the body, and the level of stimulation is different for varying collagen peptide compositions, she said. “So while collagen peptide supplementation in general is good for you, Bioactive Collagen Peptides are particularly beneficial for targeted needs of healthy aging.”
Joints endure a lot of stress on a daily basis, said Stratum’s Ms. Dockery. “Injury (even minor injury), the stress of those extra 20 pounds, as well as a lifetime of wear and tear can take their toll on our joints, causing inflammation and pain, and eventually resulting in the breakdown of the cushioning cartilage. If left unchecked, those intermittent moments of stiffness and pain become increasingly more persistent, and for many, ultimately result in the development of osteoarthritis.”
Stratum Nutrition offers NEM brand of partially hydrolyzed eggshell membrane. This specialty ingredient helps support healthy joints and protects cartilage tissue, said Ms. Dockery. “NEM is made from the thin membrane that lies between the hard, outer shell of the chicken eggshell and the protein-rich white (albumen) of the egg. This unique membrane is composed predominantly of fibrous protein, including three types of collagen and sulfur-containing amino acids, as well as several glycosaminoglycans (GAGs) such as hyaluronic acid, chondroitin and keratin sulfate—all of which are important components of healthy joint tissue.” NEM is backed by multiple clinical trials substantiating the benefits of 500 mg in reducing joint pain and stiffness in less than 2 weeks, she added.
Bergstrom’s Mr. Hammond noted that MSM is an important ingredient for healthy aging. “OptiMSM has been shown to support healthy skin from the inside out by reducing wrinkles, improving firmness and texture, and increasing barrier function. Functionally, OptiMSM supports an active, healthy lifestyle by reducing joint and muscle pain, increasing mobility, and improving the quality of life.”
Data shows OptiMSM reduces damage from oxidative stress and inflammation, he added. “While oxidative stress and inflammation are a normal and healthy metabolic response, too much can be destructive, leading to premature aging. One study even suggests OptiMSM helps prevent cartilage degradation by reducing the expression of inflammatory cytokines that can lead to arthritis. Younger consumers realize that taking a preventive approach is key to delaying and even preventing many of the pitfalls associated with aging, and can ultimately help them maintain their overall wellness goals.”
Balchem’s Mr. Hyde said a majority of the population is deficient in minerals, and can benefit from supplementation, particularly with essential minerals like magnesium, zinc, and calcium. “The growing population of mature adults continues to drive more interest in vitamins, minerals, and other natural products as these individuals strive to get the nutrition they need, and look for more natural solutions to help them remain active throughout life.”
Over time, consumers become more focused on remaining active and comfortable, and retaining their cognitive abilities, he added. “Specific minerals help support these key areas, and consumers of all ages can benefit from supplementation. In fact, a large percentage of the population is suffering from at least marginal magnesium status—more than any other mineral deficiency in the U.S.”
While minerals are essential to life and support many areas, including brain, heart, bone, and blood sugar health, they cannot be manufactured by the body, said Mr. Hyde. “All minerals must be absorbed into the body from the outside. Good nutrition is critical at every age. Most people do not get enough nutrition through diet, and supplementation is often required in order to get the full daily requirements for vitamins and minerals.”
One key concern associated with aging is cognitive decline. As a precursor of acetylcholine, a powerful neurotransmitter, choline can support healthy brain activity by enabling messages to move faster in the brain. “According to dietary studies, choline has a regular shortfall of consumption in our diets, and it was recently granted an RDI in recognition of its importance,” Mr. Hyde added.
Creatine MagnaPower from Albion Human Nutrition combines the benefits of magnesium and creatine in a single molecule to support healthy aging, he noted. “Creatine is known to increase upper body grip strength and physical working capacity by delaying neuromuscular fatigue, which is important for maintaining health and independent living in the elderly. Magnesium is essential to the human body and supports healthy aging by maintaining an adequate level of DHEA (the hormone responsible for the adrenal production of testosterone and estrogens), which peaks in our 20s and gradually declines as we age. Magnesium also maintains cell DNA and moderates mitochondrial decay that causes cells to age prematurely, lose energy, and become dysfunctional. When this happens, signs and symptoms of aging begin to show. Healthy magnesium levels support nearly every aspect of human health throughout the life cycle but those having the most impact on age-related conditions include cognition, heart health, and energy regeneration.”
Research has shown that calcium levels are important in reducing the risk of fractures, osteoporosis and even diabetes. Because the ability to achieve adequate calcium through dairy products can be compromised by dietary restrictions, calcium supplements can aid in achieving the RDI, said Mr. Hyde.
Overall, many consumers believe that dietary changes can help treat or avoid a number of conditions that may affect quality of life with age, according to Ingredion’s Mr. Vega. “Overweight/obesity, high blood sugar levels, high cholesterol, type 2 diabetes, and digestive health come out highest in this belief, according to research by HealthFocus International. More than 50% of consumers age 50 years or older report believing this.”
Dietary fibers play an important role in helping consumers address many challenges. “Fibers have lower calories than other carbohydrates; therefore, they help reduce the caloric load in formulations,” said Mr. Vega. “Additionally, there are a large number of clinical studies showing that several types of fibers contribute to satiety and reduced feelings of hunger. For instance, research has shown that consumption of products with Ingredion’s HI-MAIZE resistant starch can help individuals feel fuller in the hours after a meal and even the next day, resulting in lower food intake during this period. Certain gums, such as guar gum, also have been shown to contribute to satiety and are widely used for this purpose in certain food or supplement formulations.”
Vegetable-based proteins are also valuable nutrients for weight management. They are known for their effects in reducing feelings of hunger and contributing to lower caloric intake. “Consumers report being increasingly interested in foods, beverages and supplements that have protein and one of the primary reasons for their interest is proteins’ effect of making individuals feel fuller longer,” Mr. Vega reported.
“Ingredion’s VITESSENCE Pulse line of pulse-based proteins allows formulators the possibility to develop protein enhanced products that meet consumers’ interest in wholesome, plant-based nutrition,” he added.
Some fibers also contribute to supporting blood sugar management and reducing glycemic response of foods. HI-MAIZE resistant starch is one of the most studied ingredients for glycemic management and a large body of clinical evidence shows its effects in reducing blood sugar after a meal. In late 2016, the U.S. Food and Drug Administration authorized a qualified health claim for Ingredion’s high-amylose maize starch, citing limited evidence that it may reduce the risk of type 2 diabetes. In its Letter of Enforcement Discretion, FDA has provided the following claim statement options: “High-amylose maize resistant starch may reduce the risk of type 2 diabetes. FDA has concluded that there is limited scientific evidence for this claim” or “High-amylose maize resistant starch, a type of fiber, may reduce the risk of type 2 diabetes. FDA has concluded that there is limited scientific evidence for this claim.”
An estimated 86 million American adults have prediabetes according to the CDC and type 2 diabetes is extremely/very concerning for nearly 40% of U.S. consumers ages 50-64.
Other soluble fibers from certain foods, such as oat fiber, have an FDA authorized health claim for cardiovascular risk reduction. “Prebiotic fibers, such as Ingredion’s NUTRAFLORA prebiotic soluble fiber, have important, well-demonstrated effects in supporting digestive, immune, and bone health,” said Mr. Vega. “By selectively promoting the growth of beneficial bacteria in the large intestine at very low doses, NUTRAFLORA prebiotic fiber is one of the most effective prebiotics in the market. Numerous studies have shown that it helps improve digestive comfort, stool frequency and consistency, and other markers of digestive health. In addition, it has been shown to help enhance calcium and mineral absorption, hence supporting stronger bones and overall bone health.”
Oxidative stress has been found to be one of the major factors influencing the process of aging and associated pathophysiological conditions, said Sabinsa’s Mr. Majeed. “Expression of oxidative stress is secondary to generation of highly reactive mediators, including advanced glycation end products (AGEs), which are known to trigger abnormal physiology by altering macromolecules essential to life processes. In recent years the pivotal role of glycation in accelerated aging and in the progression of chronic conditions has been identified by a number of well executed studies showing a definite link between glycotoxins produced in glycation, the proliferation of inflammatory mediators, and disease progression.”
Many herbal-based products have independent therapeutic benefits that cumulatively can have a positive effect on overall health, he added. “Several phytonutrients are thought to combat AGEs by multifaceted mechanisms, including antioxidant action, free radical trapping and effects on transcription factors that play critical roles in inflammation, immunity, cell proliferation and differentiation.”
Sabinsa’s Curcumin C3 Complex, obtained from dried rhizomes of Curcuma longa (turmeric), is standardized for 95% curcuminoids. “Curcumin has recognized antioxidant and anti-inflammatory potential with positive health benefits,” said Mr. Majeed.
He also noted that Saberry, the company’s powdered extract from the fruits of amla (Emblica officinalis), acts as a scavenger of superoxide anions. “Amla extract is also known to help protect the skin from the damaging effects of free radicals and heavy metal-induced oxidative stress. Several studies have shown that amla can help prevent toxic buildup of heavy metals caused by frequent exposure to metals like aluminum, lead, and nickel.”
Resveratrol, found in small concentrations in red wine, is thought to be responsible for the French paradox, where red wine drinkers in Southern France have lower incidence of cardiovascular disease compared to populations in the U.S and other European countries. “This discovery was a significant breakthrough in anti-aging research, which spawned intense research into red wine components and finally resulted in the identification of resveratrol as the anti-aging molecule most responsible for these health effects,” said Mr. Majeed.
Sabinsa’s Resvenox, a standardized extract from Polygonum cuspidatum, contains trans-resveratrol, the biologically-active form of resveratrol, he added. Meanwhile, pterostilbene, a structural analog of resveratrol, is known to offer antioxidant and anti-inflammatory support, providing anti-aging benefits, he continued. Sabinsa’s Silbinol is obtained from dried heart wood of Pterocarpus marsupium and standardized for minimum 90% pterostilbene.
“Pterostilbene effectively controls sugar levels by inducing beta-cells of the pancreas to release insulin,” said Mr. Majeed. “Controlled sugar levels have a direct influence on skin aging. Increased sugar levels bind to proteins by glycation to produce AGEs, which in turn damage collagen and elastin. Thus, by controlling sugar levels in the bloodstream, damage to collagen and elastin may be controlled to a great extent.”
Antioxidants are important micronutrients for health and well-being, according to Algalif’s Mr. Seward. They help to counteract the negative effects of reactive oxygen species (ROS). These unstable molecules can damage cells and tissues through oxidative stress, which may lead to health problems.
“Young cells are protected from free radicals through balanced mitochondrial activity, efficient antioxidant and DNA repair systems, and active protein degradation machinery. The aging process, on the other hand, is accompanied by mitochondrial dysfunction, leading to increased ROS production,” said Mr. Seward. “This can overload the antioxidant defense system and damage cellular components. Even though dietary intake is a very important source of antioxidants, many seniors don’t get enough antioxidants. This is primarily due to the decreased intake of antioxidant-rich food, inefficient nutrient absorption, diminished retention and increased elimination. Antioxidant supplementation can’t turn back the clock, but it may help balance ROS, reduce oxidative stress and help seniors to live healthier lives.”
Natural astaxanthin has gained interest in the healthy aging category, he added. “Sourced from the microalgae Haematococcus pluvialis, astaxanthin has numerous health benefits supported by extensive scientific research, including 35 human clinical trials and more than 240 peer-reviewed papers.” Natural astaxanthin may slow down or delay aging because it helps to combat oxidative stress by removing ROS and promoting a healthy oxidative balance, Mr. Seward claimed.
The growing number of adults aged 65 and older is one of the most significant demographic trends in the U.S. In fact, the number of adults 65+ is projected to more than double from 46 million in 2014 to over 98 million by 2060, and their share of the total population will rise from 15% to nearly 24%, according to a report titled “Aging in the United States“ from the Population Reference Bureau.
This aging demographic faces significant health challenges. Obesity rates among older adults have been increasing, standing at about 40% of 65-to-74-year-olds in 2009-2012. Demand for elder care will also be fueled by a steep rise in the number of Americans living with Alzheimer’s disease, which could nearly triple by 2050 to 14 million, from 5 million in 2013.
With renewed focus on preventive, natural and integrative healthcare, the market for functional nutritional products like dietary supplements could play an important role in maintaining and improving public health for all consumers.
From this foundational reality, the “healthy aging” umbrella concept has gained significant attention in the natural products industry, covering not just baby boomers and seniors intent on maintaining their independence, but also younger consumers focused on lifelong wellness.
Defining Consumer Needs
Healthy aging relates to quality of life over time, which means being active, pain-free and cognitively sound, according to Mark Thurston, president, AIDP, Inc., City of Industry, CA. “People are living well into their 80s these days, but the body wasn’t necessarily designed to live this long. The brain in particular is a muscle that begins to lose elasticity as early as the mid-20s. Bone and joint health are also health challenges that begin to surface during aging.”
Aging healthfully means managing these processes, he added, and dietary supplements and natural products that contain scientifically proven ingredients can help.
Today, many consumers are generally focused on slowing the natural aging process, said Tim Hammond, vice president of sales & marketing, Bergstrom Nutrition, Vancouver, WA. “Broadly speaking, consumers want to look and feel younger, and reduce certain ailments associated with aging, like pain, immobility, and low energy.”
Healthy aging on a macro level means feeling good, remaining active and living free of major limitations, said Dan Murray, vice president of business development, Xsto Solutions, LLC, Morristown, NJ. “On a micro level, healthy aging means not suffering from chronic health conditions, eating right and living the active lifestyle we all plan for in our later years, preferably free of aches and pains. For seniors, staying healthy means living independently.”
Seemingly simple factors like sore knees or hips can significantly limit activity, he added. “They’re not life threatening but they sure can cause problems. That’s why healthy aging is a complex compilation of large and small issues that either inhibit or allow us to remain active and feeling well.”
There are two main pillars of healthy aging, according to Golan Raz, vice president of health & nutrition at Lycored (part of Adama Group). One pillar relates to physical issues, including skin, bone/joint, heart and vision health, among others. The second pillar covers mental issues, including areas like memory and sharpness. “When it comes to nutrition, the goal is all-around prevention and delaying of age-related physical and mental processes. A good example is the segment of ‘skin longevity.’ With the use of nutritional technologies, consumers can potentially reduce the pace in which their skin is aging, and in other words, obtain healthy aging of the skin.”
Investing in physical and mental wellness can pay dividends over the long term, he added. “The role of nutrition is clear. On the physical level, nutrition plays a major role in the wellness of our biological and bio-chemical systems. In reality, the affect isn’t of the future but of the present moment. Good nutrition leads to a healthier system. This happens now and not in the future, and if we consume the right ingredients on a day-by-day basis, we also benefit from an accumulative affect.”
Lara Niemann, marketing director, Gelita, Sioux City, IA, stressed that consumers need to eat well, exercise and take dietary supplements to maximize their quality of life. “As life expectancy has increased during the past few decades and global fertility rates have, at the same time, continued to decline—particularly in industrialized countries—the world has witnessed a clear demographic shift. In almost every country on Earth, the number of people aged 60 and older is growing faster than any other age group. As society ages, people experience decreased mobility (poor muscle tone, frail bones, compromised joint cartilage and a host of other musculoskeletal challenges that can severely compromise quality of life.”
Shaheen Majeed, marketing director, Sabinsa, East Windsor, NJ, also noted that life expectancy has increased in many countries across the world, contributing to major demographic changes, and a sizable population of older consumers. “With greater longevity, many individuals will experience age-related health challenges, particularly during the last 15 to 20 years of their lives. However, there are lifestyle choices that maintain good health and reduce the risk of disease and disability, helping people enjoy active and healthy senior years. Regular exercise, adequate quality sleep, and good nutrition are all essential in promoting healthy aging.”
Several observational studies have demonstrated that as people age, particularly once they get into their 70s, many physiological changes occur that could influence their nutritional intake and needs, he added. “This might have cascading influence on the body, leading to various age-related complications, such as changes in body composition, bone density, immune function and the digestive system.”
Simon Seward, global business director, Iceland-based Algalif, said senior consumers are the first to acknowledge that getting old has its challenges. “In fact, they are particularly critical of manufacturers and retailers that fail to understand the realities of age (e.g., product packaging that’s hard to open; labels, prices, and directions in shops that are hard to read, etc.). On the other hand, senior consumers do not want to be treated as old or ‘elderly.’ This important consumer segment is wealthier, healthier, and more active than in previous generations. They take pride in who they are, and want to be respected and valued as members of society.”
Although older consumers represent a significant part of the target audience, Mr. Seward said it seems manufacturers and retailers can do more to address their needs. He cited a study conducted by A.T. Kearney in 2013 that included 3,000 consumers 60 years and older from seven countries. “The study showed that these shoppers do not think they are adequately served by marketers, retailers, or manufacturers. They had multiple complaints: product packaging is hard to open; labels, prices, and directions in shops are hard to read; absence of sitting areas in the shops; understaffed shops, etc. Older consumers want a shopping experience that is inclusive, and accommodates their needs.”
Starting Early
Healthy aging is becoming increasingly important for younger consumers who are looking for holistic approaches to health and wellness, said Bergstrom’s Mr. Hammond. “They want these products to fit into a larger lifestyle approach. Although they may not call it ‘healthy aging,’ both approaches essentially address the roots of wellness.”
Healthy aging is relevant for every stage in life, according to Lycored’s Mr. Raz. “Quality and balanced nutrition for infants is essential for their healthy aging. However, the terminology ‘healthy aging’ is generally related to the 50+ stage. We should bear in mind that as the whole concept of aging is nothing but a concept, it is changing. Naturally, many individuals in their mid-50s would laugh if they hear they are at the ‘aging’ period.”
Santiago Vega, senior manager, nutrition marketing, Ingredion Incorporated, Westchester, IL, noted that adult consumers of all age groups are intent on aging well. “For instance, 50% of millennials indicate that they are concerned about retaining mental sharpness as they age, and a slightly smaller number (47%) are concerned about maintaining ability to continue with their normal activities as they get older (HealthFocus International, 2017). Consumers in their 30s and 40s report higher levels of concern about these issues; it is not surprising that as consumers age, these types of concerns increase in importance.”
Algalif’s Mr. Seward noted that healthy aging is a process, and health in old age is shaped by numerous factors throughout life. “Cardiovascular diseases, high blood pressure, and diabetes, for instance, do not necessarily begin in the 60s, but can begin to develop early in life with an unhealthy diet and a sedentary lifestyle. Concerns regarding healthy aging must therefore be addressed across the full lifespan.”
James Hyde, vice president, Balchem Corporation, Layton UT, agreed that consumers should focus on maintaining a healthy lifestyle through all stages of life. “The growing population of mature adults continues to drive more interest in vitamins, minerals, and other natural products as these individuals strive to remain active and vital throughout life and take personal control of their health. However, the healthy aging market isn’t exclusive to older consumers, as younger people, including millennials are taking more personal interest in their health.”
In addition to products, education will be important to explain to consumers about the importance of minerals and general nutrition through all stages of life, he added.
Gelita’s Ms. Niemann argued that consumers today are more informed than ever about the importance of proper nutrition, supplementation and exercise. “Consumers strive to optimize health, mobility and appearance, at any and every age, and also recognize that what they do today affects quality of life today and tomorrow.”
Still, Xsto’s Mr. Murray noted that, as Irish playwright George Bernard Shaw once said, “Youth is wasted on the young.” Consumers tend to worry about healthy aging “only after they cross over the hill,” he added. “So, from a marketing prospective, I think middle-age to seniors are the target market for healthy aging. The boomer age group also happens to have disposable income for priorities like staying healthy and active.”
Even for people who take their physical and mental wellness seriously throughout life, time eventually catches up, said Deanne Dolnick, science director, TR Nutritionals, Alpharetta, GA. “I think most people are surprised that no matter how well they took care of themselves throughout their 20s, 30s and 40s, it just feels different to be in your 50s. The body does not recover as quickly. We feel different and we look different. Healthy, to me, means a healthy cardiovascular system (heart/lungs/blood pressure), healthy joints, healthy blood sugar levels, not struggling with weight gain, being able to exercise, and being able to get a good night’s sleep.”
Approaches to Aging Well
Characteristics of quality of life at any age include mobility (ability to walk, move) and independence (self-sufficiency in routine and daily tasks) and confidence (looking better while aging), said Gelita’s Ms. Niemann. “In short, healthy aging means to add life to your years, rather than years to your life.”
Health challenges often associated with the aging process include osteoarthritis and osteoporosis, cardiovascular disease, metabolic syndrome/diabetes, Alzheimer’s disease, and cancer, noted Nena Dockery, technical services manager for Stratum Nutrition, Carthage, MO. “Most consumers view healthy aging as a process in which these chronic maladies that we typically associate with the elderly are minimized or avoided altogether. Healthy aging enables a lifestyle that is active and vibrant even into the sunset years of life.”
The multibillion dollar dietary supplement market indicates that people are looking for additional nutritional support to stay well throughout life, said AIDP’s Mr. Thurston, including cognition, digestion, bone and joint health, skin health, and more. “Younger people are being educated earlier about the process of aging. Also, healthy diets and supplementation are all heavily used in the world of sports nutrition which leads to an interest in nutrition’s effect on the body in general. Younger people are watching their parents and family members live longer and deal with the effects of aging. Many parents are introducing their children and teens to dietary supplementation, as well as functional foods, and they are continuing those practices into their later lives.”
Healthy aging includes both functional and cosmetic aspects, according to Bergstrom’s Mr. Hammond. “The aesthetic aim is to have younger, more vibrant looking skin that radiates a healthy glow and fewer wrinkles. Functionally, consumers want to maintain active and mobile lifestyles, which means reducing pain associated with activity while also maintaining range of motion, balance, and higher levels of energy.”
Xsto’s Mr. Murray noted that consumers often begin to feel the effects of a poor diet with age, and while eating well may provide the RDI value for certain nutrients, those levels still aren’t near “optimal” nutritional standards. “RDIs were established decades ago to avoid overt signs of clinically deficiency, so they are far from ideal levels of vitamins, minerals and other beneficial nutrients. Our family history may offer a clue to our personal risks, but healthy bones, joints and heart are good places for dietary supplements to lend a hand. More recent additions to products include vitamin K2 for heart and bone health. Omega-3s and carotenoids are also good for a host of structure-function support such as cardiovascular, joints, and eye health.”
Mr. Murray also noted that research continues to indicate inflammation has broad effects on wellness. “While inflammation is a natural, healthy reaction, it certainly creates some significant health problems. Inflammation is a challenge for dietary supplements because the FDA has determined it’s a disease condition and can’t be addressed by nutrition.
Personally, I don’t see the logic in prohibiting ‘risk reduction’ via an entire class of functional nutritional products simply to protect the pharmaceutical companies. By not being able to discuss inflammation we have limited one of our best potential avenues to ‘well care’ vs. dealing with disease conditions well after onset.”
Solutions to Consider
The simplest thing consumers can do to maintain wellness as they age, alongside a balanced diet and exercise, is to take a well-formulated multivitamin/mineral supplement, according to TR Nutritionals’ Ms. Dolnick. There are a wide range of other supplement ingredients of interest, she added, including turmeric/curcumin, glucosamine and chondroitin for joint health, as well as CoQ10 and resveratrol for heart health. Quality ingredients and efficacious dosages are critical in today’s marketplace, she added.
Collagen is the most abundant protein in the human body, comprising about 30% of total protein content, noted Gelita’s Ms. Niemann. “All connective tissue is comprised of some collagen, so protein supplementation with collagen protein—generally in the form of collagen peptides (short-chain protein building blocks produced by hydrolysis of native collagen)—helps us stay mobile, strong, flexible, and beautiful.”
Research shows that optimized Bioactive Collagen Peptides maximize the stimulatory effects on specific cells in the body, and the level of stimulation is different for varying collagen peptide compositions, she said. “So while collagen peptide supplementation in general is good for you, Bioactive Collagen Peptides are particularly beneficial for targeted needs of healthy aging.”
Joints endure a lot of stress on a daily basis, said Stratum’s Ms. Dockery. “Injury (even minor injury), the stress of those extra 20 pounds, as well as a lifetime of wear and tear can take their toll on our joints, causing inflammation and pain, and eventually resulting in the breakdown of the cushioning cartilage. If left unchecked, those intermittent moments of stiffness and pain become increasingly more persistent, and for many, ultimately result in the development of osteoarthritis.”
Stratum Nutrition offers NEM brand of partially hydrolyzed eggshell membrane. This specialty ingredient helps support healthy joints and protects cartilage tissue, said Ms. Dockery. “NEM is made from the thin membrane that lies between the hard, outer shell of the chicken eggshell and the protein-rich white (albumen) of the egg. This unique membrane is composed predominantly of fibrous protein, including three types of collagen and sulfur-containing amino acids, as well as several glycosaminoglycans (GAGs) such as hyaluronic acid, chondroitin and keratin sulfate—all of which are important components of healthy joint tissue.” NEM is backed by multiple clinical trials substantiating the benefits of 500 mg in reducing joint pain and stiffness in less than 2 weeks, she added.
Bergstrom’s Mr. Hammond noted that MSM is an important ingredient for healthy aging. “OptiMSM has been shown to support healthy skin from the inside out by reducing wrinkles, improving firmness and texture, and increasing barrier function. Functionally, OptiMSM supports an active, healthy lifestyle by reducing joint and muscle pain, increasing mobility, and improving the quality of life.”
Data shows OptiMSM reduces damage from oxidative stress and inflammation, he added. “While oxidative stress and inflammation are a normal and healthy metabolic response, too much can be destructive, leading to premature aging. One study even suggests OptiMSM helps prevent cartilage degradation by reducing the expression of inflammatory cytokines that can lead to arthritis. Younger consumers realize that taking a preventive approach is key to delaying and even preventing many of the pitfalls associated with aging, and can ultimately help them maintain their overall wellness goals.”
Balchem’s Mr. Hyde said a majority of the population is deficient in minerals, and can benefit from supplementation, particularly with essential minerals like magnesium, zinc, and calcium. “The growing population of mature adults continues to drive more interest in vitamins, minerals, and other natural products as these individuals strive to get the nutrition they need, and look for more natural solutions to help them remain active throughout life.”
Over time, consumers become more focused on remaining active and comfortable, and retaining their cognitive abilities, he added. “Specific minerals help support these key areas, and consumers of all ages can benefit from supplementation. In fact, a large percentage of the population is suffering from at least marginal magnesium status—more than any other mineral deficiency in the U.S.”
While minerals are essential to life and support many areas, including brain, heart, bone, and blood sugar health, they cannot be manufactured by the body, said Mr. Hyde. “All minerals must be absorbed into the body from the outside. Good nutrition is critical at every age. Most people do not get enough nutrition through diet, and supplementation is often required in order to get the full daily requirements for vitamins and minerals.”
One key concern associated with aging is cognitive decline. As a precursor of acetylcholine, a powerful neurotransmitter, choline can support healthy brain activity by enabling messages to move faster in the brain. “According to dietary studies, choline has a regular shortfall of consumption in our diets, and it was recently granted an RDI in recognition of its importance,” Mr. Hyde added.
Creatine MagnaPower from Albion Human Nutrition combines the benefits of magnesium and creatine in a single molecule to support healthy aging, he noted. “Creatine is known to increase upper body grip strength and physical working capacity by delaying neuromuscular fatigue, which is important for maintaining health and independent living in the elderly. Magnesium is essential to the human body and supports healthy aging by maintaining an adequate level of DHEA (the hormone responsible for the adrenal production of testosterone and estrogens), which peaks in our 20s and gradually declines as we age. Magnesium also maintains cell DNA and moderates mitochondrial decay that causes cells to age prematurely, lose energy, and become dysfunctional. When this happens, signs and symptoms of aging begin to show. Healthy magnesium levels support nearly every aspect of human health throughout the life cycle but those having the most impact on age-related conditions include cognition, heart health, and energy regeneration.”
Research has shown that calcium levels are important in reducing the risk of fractures, osteoporosis and even diabetes. Because the ability to achieve adequate calcium through dairy products can be compromised by dietary restrictions, calcium supplements can aid in achieving the RDI, said Mr. Hyde.
Overall, many consumers believe that dietary changes can help treat or avoid a number of conditions that may affect quality of life with age, according to Ingredion’s Mr. Vega. “Overweight/obesity, high blood sugar levels, high cholesterol, type 2 diabetes, and digestive health come out highest in this belief, according to research by HealthFocus International. More than 50% of consumers age 50 years or older report believing this.”
Dietary fibers play an important role in helping consumers address many challenges. “Fibers have lower calories than other carbohydrates; therefore, they help reduce the caloric load in formulations,” said Mr. Vega. “Additionally, there are a large number of clinical studies showing that several types of fibers contribute to satiety and reduced feelings of hunger. For instance, research has shown that consumption of products with Ingredion’s HI-MAIZE resistant starch can help individuals feel fuller in the hours after a meal and even the next day, resulting in lower food intake during this period. Certain gums, such as guar gum, also have been shown to contribute to satiety and are widely used for this purpose in certain food or supplement formulations.”
Vegetable-based proteins are also valuable nutrients for weight management. They are known for their effects in reducing feelings of hunger and contributing to lower caloric intake. “Consumers report being increasingly interested in foods, beverages and supplements that have protein and one of the primary reasons for their interest is proteins’ effect of making individuals feel fuller longer,” Mr. Vega reported.
“Ingredion’s VITESSENCE Pulse line of pulse-based proteins allows formulators the possibility to develop protein enhanced products that meet consumers’ interest in wholesome, plant-based nutrition,” he added.
Some fibers also contribute to supporting blood sugar management and reducing glycemic response of foods. HI-MAIZE resistant starch is one of the most studied ingredients for glycemic management and a large body of clinical evidence shows its effects in reducing blood sugar after a meal. In late 2016, the U.S. Food and Drug Administration authorized a qualified health claim for Ingredion’s high-amylose maize starch, citing limited evidence that it may reduce the risk of type 2 diabetes. In its Letter of Enforcement Discretion, FDA has provided the following claim statement options: “High-amylose maize resistant starch may reduce the risk of type 2 diabetes. FDA has concluded that there is limited scientific evidence for this claim” or “High-amylose maize resistant starch, a type of fiber, may reduce the risk of type 2 diabetes. FDA has concluded that there is limited scientific evidence for this claim.”
An estimated 86 million American adults have prediabetes according to the CDC and type 2 diabetes is extremely/very concerning for nearly 40% of U.S. consumers ages 50-64.
Other soluble fibers from certain foods, such as oat fiber, have an FDA authorized health claim for cardiovascular risk reduction. “Prebiotic fibers, such as Ingredion’s NUTRAFLORA prebiotic soluble fiber, have important, well-demonstrated effects in supporting digestive, immune, and bone health,” said Mr. Vega. “By selectively promoting the growth of beneficial bacteria in the large intestine at very low doses, NUTRAFLORA prebiotic fiber is one of the most effective prebiotics in the market. Numerous studies have shown that it helps improve digestive comfort, stool frequency and consistency, and other markers of digestive health. In addition, it has been shown to help enhance calcium and mineral absorption, hence supporting stronger bones and overall bone health.”
Oxidative stress has been found to be one of the major factors influencing the process of aging and associated pathophysiological conditions, said Sabinsa’s Mr. Majeed. “Expression of oxidative stress is secondary to generation of highly reactive mediators, including advanced glycation end products (AGEs), which are known to trigger abnormal physiology by altering macromolecules essential to life processes. In recent years the pivotal role of glycation in accelerated aging and in the progression of chronic conditions has been identified by a number of well executed studies showing a definite link between glycotoxins produced in glycation, the proliferation of inflammatory mediators, and disease progression.”
Many herbal-based products have independent therapeutic benefits that cumulatively can have a positive effect on overall health, he added. “Several phytonutrients are thought to combat AGEs by multifaceted mechanisms, including antioxidant action, free radical trapping and effects on transcription factors that play critical roles in inflammation, immunity, cell proliferation and differentiation.”
Sabinsa’s Curcumin C3 Complex, obtained from dried rhizomes of Curcuma longa (turmeric), is standardized for 95% curcuminoids. “Curcumin has recognized antioxidant and anti-inflammatory potential with positive health benefits,” said Mr. Majeed.
He also noted that Saberry, the company’s powdered extract from the fruits of amla (Emblica officinalis), acts as a scavenger of superoxide anions. “Amla extract is also known to help protect the skin from the damaging effects of free radicals and heavy metal-induced oxidative stress. Several studies have shown that amla can help prevent toxic buildup of heavy metals caused by frequent exposure to metals like aluminum, lead, and nickel.”
Resveratrol, found in small concentrations in red wine, is thought to be responsible for the French paradox, where red wine drinkers in Southern France have lower incidence of cardiovascular disease compared to populations in the U.S and other European countries. “This discovery was a significant breakthrough in anti-aging research, which spawned intense research into red wine components and finally resulted in the identification of resveratrol as the anti-aging molecule most responsible for these health effects,” said Mr. Majeed.
Sabinsa’s Resvenox, a standardized extract from Polygonum cuspidatum, contains trans-resveratrol, the biologically-active form of resveratrol, he added. Meanwhile, pterostilbene, a structural analog of resveratrol, is known to offer antioxidant and anti-inflammatory support, providing anti-aging benefits, he continued. Sabinsa’s Silbinol is obtained from dried heart wood of Pterocarpus marsupium and standardized for minimum 90% pterostilbene.
“Pterostilbene effectively controls sugar levels by inducing beta-cells of the pancreas to release insulin,” said Mr. Majeed. “Controlled sugar levels have a direct influence on skin aging. Increased sugar levels bind to proteins by glycation to produce AGEs, which in turn damage collagen and elastin. Thus, by controlling sugar levels in the bloodstream, damage to collagen and elastin may be controlled to a great extent.”
Antioxidants are important micronutrients for health and well-being, according to Algalif’s Mr. Seward. They help to counteract the negative effects of reactive oxygen species (ROS). These unstable molecules can damage cells and tissues through oxidative stress, which may lead to health problems.
“Young cells are protected from free radicals through balanced mitochondrial activity, efficient antioxidant and DNA repair systems, and active protein degradation machinery. The aging process, on the other hand, is accompanied by mitochondrial dysfunction, leading to increased ROS production,” said Mr. Seward. “This can overload the antioxidant defense system and damage cellular components. Even though dietary intake is a very important source of antioxidants, many seniors don’t get enough antioxidants. This is primarily due to the decreased intake of antioxidant-rich food, inefficient nutrient absorption, diminished retention and increased elimination. Antioxidant supplementation can’t turn back the clock, but it may help balance ROS, reduce oxidative stress and help seniors to live healthier lives.”
Natural astaxanthin has gained interest in the healthy aging category, he added. “Sourced from the microalgae Haematococcus pluvialis, astaxanthin has numerous health benefits supported by extensive scientific research, including 35 human clinical trials and more than 240 peer-reviewed papers.” Natural astaxanthin may slow down or delay aging because it helps to combat oxidative stress by removing ROS and promoting a healthy oxidative balance, Mr. Seward claimed.
