DuPont Nutrition & Health 12 June 2018 Michelle Lee, ASEAN Marketing Leader Ageing smartly in a super-ageing society Sixty is the new forty
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
D u P o n t N u t r i t i o n & H e a l t h
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)
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
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)
D u P o n t N u t r i t i o n & H e a l t h
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...
D u P o n t N u t r i t i o n & H e a l t h
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 ?
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
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
Source: Mintel / DuPont N&H Marketing
D u P o n t N u t r i t i o n & H e a l t h
Senior food market trends
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
Source: Mintel / DuPont N&H Marketing
D u P o n t N u t r i t i o n & H e a l t h
Senior food market trends
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
D u P o n t N u t r i t i o n & H e a l t h
Senior food market trends
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
D u P o n t N u t r i t i o n & H e a l t h
Senior food market trends
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
Source: Mintel / DuPont N&H Marketing
D u P o n t N u t r i t i o n & H e a l t h
Senior food market trends
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
D u P o n t N u t r i t i o n & H e a l t h
Senior food market trends
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
Source: Mintel / DuPont N&H Marketing
D u P o n t N u t r i t i o n & H e a l t h
Senior food market trends
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
Source: Mintel / DuPont N&H Marketing
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
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
Source: DuPont N&H Consumer Survey, Japan 2017
D u P o n t N u t r i t i o n & H e a l t h
Seniors are not a homogenous group
2312 June 2018
60-70s 70+ 80+
Uncover their needs
Source: DuPont N&H Consumer Survey, Japan 2017
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
D u P o n t N u t r i t i o n & H e a l t h
Discovering the underserved ageing market
2412 June 2018
60-70s 70+ 80+
Uncover their needs
Source: DuPont N&H Consumer Survey, Japan 2017
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
D u P o n t N u t r i t i o n & H e a l t h
Discovering the underserved ageing market
2512 June 2018
Improve senior food-quality of life
Source: DuPont N&H Consumer Survey, Japan 2017
Make sure they have adequate nutrient intake
Help them improve health
Restore eating pleasure
D u P o n t N u t r i t i o n & H e a l t h
Marketing opportunities to seniors
2612 June 2018
Source: DuPont N&H Consumer Survey, Japan 2017
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
D u P o n t N u t r i t i o n & H e a l t h
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
• HOWARU® premium probiotics
• Litesse® polydextrose soluble fiber
• FIBRIM® soy fiber
• FRUCTOFIN® natural sweetener
• RECODAN® & emulsifier system
Muscle health &
physical performance
• SUPRO® soy protein isolate
• HOWARU® premium probiotics
• BetaPower® betaine
• GRINDSTED® MCT
• RECODAN® system stabilizer
Immune health Heart / Cardiovascular
Health
Weight & blood sugar
management
• SUPRO® soy protein isolate
• HOWARU® premium probiotics
• SUPRO® soy protein isolate
• Litesse® polydextrose soluble
fiber
• GRINDSTED® fiberline
• GRINDSTED® system stabilizer
• SOLEC ® Lecithin
Oral health
• HOWARU® premium probiotics
• XIVIA® xylitol sweetener
Gut & digestive health
D u P o n t N u t r i t i o n & H e a l t h
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
D u P o n t N u t r i t i o n & H e a l t h
Summary
Promote smart ageing with food solutions
3012 June 2018
Source: DuPont N&H Consumer Survey, Japan 2017
“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
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