Beverages that provide bone, joint and heart health ingredients are targeting the increasingly active Baby Boomer generation.
The Baby Boomer demographic, or those currently between the ages of 50 and 64, make up a powerful and increasingly active consumer group, one whose purchasing power is an estimated $2.1 trillion, according to ACNielsen. At 77.3 million strong, Baby Boomers have specific health needs as they continue to live active, on-the-go lifestyles and many beverage companies are looking to target this demographic with products that contain functional ingredients specifically benefiting bone, joint, heart and cognitive health and immunity.
Elations, a juice-based line of joint health beverages, primarily targets Baby Boomer-aged women by offering 1,500 milligrams of glucosamine and 1,200 milligrams of chondroitin in each bottle. Glucosamine and chondroitin are two ingredients studies have shown can help with joint health and Elations provides the same daily dose of a joint supplement pill in a convenient and good-tasting format, says Mike Burton, director of marketing for The Elations Co.
Elations is available in raspberry white grape, cranberry apple and black cherry flavors. While other glucosamine supplements are derived from shellfish, Elations contains Cargill’s branded Regenasure glucosamine hydrochloride, which is made from a vegetarian source. In addition, Elations also contains Cargill's Zerose erythritol, an all-natural, non-caloric sweetener, which helps keep the beverage to only 30 calories per 8-ounce serving.
"The biggest challenge with the formulation of this production was getting it to taste good," Burton notes. "Prior to Elations launching, the products on the market tasted pretty bad and were more of a dosed supplement. With our scientists, it was a matter of finding the right flavor combination and getting the right sweetness and acid levels and the right flavor to mask what's typically not a good-tasting supplement."
Calcium absorption is a key concern for health and wellness among aging consumers as calcium directly impacts bone and joint health. FrieslandCampina Domo, part of Royal FrieslandCampina, offers its Vivinal GOS dairy-derived prebiotic product range to be incorporated into beverages. The ingredient can facilitate and enhance calcium absorption and bone health while the prebiotic fermentation improves digestive health as well, the company says.
BENEO-Orafti has developed a new form of inulin enriched with oligofructose with powerful prebiotic and bone health properties. Called Orafti Synergy1, the ingredient has been proven to have superior efficiency in increasing calcium absorption and bone density, the company claims.
Nestle launched a nutrient drink in Switzerland targeting the malnourished elderly, a segment of the population it says is deficient in key nutrients such as vitamin D, calcium and protein. The product, Resource SeniorActiv, is being sold through Swiss pharmacies, principally via doctor and medical professional recommendation, with launches in Austria, Belgium, Finland, Sweden, Italy and the Netherlands to follow in 2010. Asian and North American debuts were also planned along with other European countries in an ongoing roll-out.
In the case of vitamin D and calcium, the dosage levels were sufficient to reduce likelihood of bone fractures and falls, Nestle said. Other nutrients include prebiotics for digestive health, omega-3s and folate for cognitive health, and selenium and zinc to reduce inflammation.
Heart health also is an important health issue among this demographic and a number of ingredient manufacturers offer branded heart health ingredients, such as plant sterols, that can be incorporated into beverages. Cargill's Corowise plant sterols, an all-natural ingredient sourced from plants and found naturally in foods, can be found in Minute Maid’s Premium Heart Wise orange juice as well as The Kroger Co.'s Active Lifestyle in-house brand of cholesterol reducing, fat-free milk. Plant sterols are recognized by the U.S. Food & Drug Administration (FDA) for cholesterol lowering attributes.
Cognitive health is another specific health trend that affects the Baby Boomer generation and many beverage manufacturers are marketing their products as containing functional ingredients good for brain health. Omega 3 fatty acids are believed to play an important role in maintaining brain health. According to ingredient supplier Wild, coenzyme Q10, flaxseed oil, choline and Gamma Amino Butryic Acid also can contribute to brain health. Natural ingredients manufacturer Naturex offers Cereboost, a patent-pending extract of American Ginseng that clinical studies have shown can have a positive impact on mental function.
Hydro One Premium Beverages offers a line of all natural, functional beverages specifically targeting heart, joint and brain health. Böde Heart Health contains plant sterols, grape seed extract, green tea extract, açai, folic acid and magnesium, while Böde Memory contains gingko biloba, Alpha-GPC and D-ribose.
HealthSpan Solutions LLC developed BeneVia, a line of drinks developed by leading experts in healthcare, nutrition and aging. A fruit-based nutrition drink, BeneVia was formulated with nutrients to help consumers stay healthy and active as they age, the company says.
The four BeneVia varieties target the most common health conditions faced by aging consumers—Strength & Energy, Memory & Focus, Heart Health and Immune Protect.
The Baby Boomer demographic, or those currently between the ages of 50 and 64, make up a powerful and increasingly active consumer group, one whose purchasing power is an estimated $2.1 trillion, according to ACNielsen. At 77.3 million strong, Baby Boomers have specific health needs as they continue to live active, on-the-go lifestyles and many beverage companies are looking to target this demographic with products that contain functional ingredients specifically benefiting bone, joint, heart and cognitive health and immunity.
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