Opportunity for products with bone health claims
One in three British consumers is concerned about osteoporosis and 41% want to improve their bone health over the next 12 months, according to new survey results from Canadean.
The desire to improve bone health is particularly high among consumers aged 55 and over, highlighting a big opportunity for brands to launch products enriched with calcium and vitamin D.
Veronika Zhupanova, analyst at Canadean, says, “Awareness of osteoporosis is improving, leading older consumers to keep an eye out for food and drink products designed to help them maintain their bone health.”
Canadean intelligence found that 217.3 billion tonnes of dairy and soy products were sold globally in 2014. This number is expected to reach 262.7 billion tonnes in 2019, presenting a lucrative market for enriched dairy products.
While consumers will turn to products offering extra calcium and vitamin D, brands should also help consumers address other lifestyle factors linked with osteoporosis. Regular exercise is essential, while sunlight is crucial to vitamin D production. For example, Fonterra’s adult milk brand Anlene offered consumers in Malaysia a free bone health check in supermarkets and hypermarkets. “This is a brand going beyond just trying to sell a product, but engaging consumers on a deeper level,” says Zhupanova.
