by Many age groups have unique nutritional needs. Babies and children, for example, need the right foods to effectively support healthy development.
The elderly (those over the age of 65) are another age group with specific needs. To stay healthy at this crucial time in their lives, they need to make sure they get the right nutrition. According to the World Bank, for example, people over the age of 65 will make up 10% of the global population in 2022, compared to 7% in 2000.
With the world’s population aging all the time, especially in wealthier countries such as Portugal, Japan and Italy, nutrition for the elderly is more important than ever.
Why is nutrition important for older people?
“We now live in a century of declining birth rates around the world and a rapidly aging global population,” Nestlé CEO Mark Schneider said recently on social media platform LinkedIn.
“That’s why nutritional solutions that support healthy aging provide an important ‘tailwind’ and the opportunity for further growth in the coming years – it’s a mega-trend we can embrace!”
In short, the percentage of the population that can be considered ‘older’ is growing. Therefore, the portion of the food industry dedicated to meeting the needs of this demographic will also grow.
Food aimed at the elderly
Few new food products are launched targeting the over 55s. According to Mintel, for example, in 2021 only 0.0005% of new food and beverage and health and hygiene product launches were specifically aimed at the age group. This is because even those in this age demographic are reluctant to buy products specifically aimed at older consumers, as they remind them of their age.
However, there are some good ways to target an older audience. For example, according to Dr. Craig Rose, founder and CEO of Seaweed and Co., older people are more loyal to the brand than younger people. Marketing around related issues, such as menopause, is also important.
Because of the aging population, Vittoria Romano, specialist dietitian and chair of the British Dietetic Association’s (BDA) Older People Specialist Group, said “there is much more emphasis on the nutritional needs of older adults with disease and not. NHS policy on population health management has also emphasized frailty and should include the importance of nutrition as we age, although the evidence is still evolving in this area of care.”
For example, the Food4Years charity aims to promote research into the nutritional needs of the elderly, as well as develop products that aim to provide them with the right nutrition.
What nutrients do older people need most?
Older people, according to Romano, need a different diet than younger people to be healthy, with different amounts of nutrients.
“The evidence indeed suggests that the needs of older adults are somewhat different compared to a younger population. [We recommend] a nutrient-rich diet, choosing foods with a little more protein, calcium, folate (folic acid) and vitamin B12.”
However, not all nutrients need to be increased. “The amount of carbohydrates, sugar, fiber, fat and salt you need will likely remain the same as for younger adults.”
One important nutrient for older people is vitamin D. It helps support bones, muscles and teeth, and can protect against softening of bones, making fractures less likely. According to Britain’s National Health Service (NHS), Vitamin D can be found in foods such as oily fish, red meat and egg yolks.
The healthy longevity trend
An aging population is also fueling the healthy longevity trend, the trend towards eating functional foods that can help one live longer. The trend is about ‘living healthier for longer’, rather than simply extending one’s life. Although it is a new trend, there are already some products that follow it, such as the company’s ‘science-based longevity coffee’, which contains ingredients such as Ashwagandha, Quercetin, L-theanine, and Curcumin.
Calcium is another important nutrient, which also builds bones, the Expert Group on Older Adults recommended. It can be found, according to the NHS, in milk, cheese, bread and fish where you eat the bones (eg sardines).
Protein, which helps maintain muscle strength, and Vitamin B12, which helps maintain energy levels, are also very important for older people.
Do older people find it difficult to access the right nutrition?
Some older people find it difficult to access the right nutrition. According to Food4Years, one in ten people in the UK is malnourished.
“There can be a variety of reasons why older adults struggle to get the right nutrition,” Romano told us.
“These include: food poverty [and] deprivation, being able to access shops for food shopping, [and] access to cooking facilities and ability to cook.”
Another reason older people may struggle to get the right nutrients is the misleading nature of public health messages, Romano suggested, which are mostly aimed at young people and may not always be relevant to people over 65 years of age.
“Other challenges include that current population public health messages are mainly focused on obesity prevention, desirability of weight loss and following the Eat Well Guide which is not appropriate for older adults. Unfortunately we find that older adults tend to follow public health messages, which can unfortunately increase their risk of malnutrition.”
How should the industry respond to the nutritional needs of the elderly?
While the industry is certainly responding to the nutritional needs of the elderly – as Nestlé’s Schneider points out, they are a growing market – in Romano’s view it has not done enough.
“We know the food industry and researchers are thinking about products aimed at older adults but this hasn’t necessarily hit the mainstream,” Romano told us.
If the industry wants to respond to these needs, Romano suggested, it should take a holistic view of nutrition for older adults.
Following the previously clarified advice, as well as additional advice on the BDA’s capacity for the elderly, ‘longevity and a better quality of life in the elderly can be supported,’ suggested Romano.
