Feeding Boomers: Products for the Ages

Baby boomers, born between 1946 and 1964, account for 78 million people, or 26% of the American population, according to MetLifes Mature Market Institute, New York. Every 7.5 seconds, another boomer hits the big 5-0, and 40 million of them have already passed the 50 mark. This booming market, estimated at $2 trillion according to Brandweek, New York, warrants food products geared to a unique set of needs:

While the majority of consumers have embraced some form of health and wellness, the transition to living well has been slow and gradual, says Information Resources, Inc. (IRI), Chicago. In fact, IRI says consumers are sadly behind in meeting dietary guidelines for whole grains, fruits and vegetables. Barriers to change include continued splurging on indulgent products and a steady rise in obesity rates; there is a high incidence of obesity found in boomers. NPD Group, Port Washington, NY, reports that one-third of baby boomers are overweight, and one in four boomers are on a diet. By a small margin, older boomers, ages 50 to 62, are now worried about fat, salt, cholesterol, sugar and carbohydrates more than their boomer counterparts in their 40s.

Teaching an old dog new tricks takes time. According to a 2006 HartBeat report from The Hartman Group, Inc., Bellevue, WA, most consumer participation in health and wellness reflects a pragmatic, piecemeal approach, integrating products in some sectors of their lives and not others. Boomer consumers tend to pick and choose what makes sense for them based on their individual filters, experiences and lifestyles, the report says.

What this boils down to is there is plenty of growth potential for product-development ideas that speak to the range of older and younger boomers.

A mighty healthy heart

Coronary heart disease is the No. 1 killer of both men and women in the United States. Heart health and cholesterol reduction continue to be key issues for 40 to 60 year olds, says Pam Stauffer, global marketing programs and communications manager, Cargill Foods, Minneapolis. Heart-smart diet considerations should include a number of key nutrients and foods.

Omega-3 fatty acids are essential to heart health and must be obtained from food. Omega-3s benefit the cardiovascular system and also serve as an anti-inflammatory and immune-system booster. Omega-3s are most prevalent in fatty fish, and the American Heart Association, Dallas, recommends eating fish at least two times a week, three being optimal. Other sources of omega-3s are marine life, such as algae and krill, and a variety of food products, including flax seed, fortified eggs, nut oils, fortified orange juice, pumpkin seeds, soy oil, walnuts and some cereals. The long-chain eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) fatty acids predominate in the marine sources, while shorter-chain alpha-linolenic acid (ALA) occurs in the plant sources.

Plant sterols and their related form, stanols, or collectively, phytosterols. These antioxidant phytochemicals have a structure similar to cholesterol and are present naturally in small quantities in many fruits, vegetables, vegetable oils, nuts, seeds and other plant sources. Plant sterols have been clinically shown to lower bad cholesterol, are backed by an FDA heart-health claim and are recommended by the National Cholesterol Education Program, says Stauffer. For food manufacturers, esterification of the molecules makes them more fat-soluble and more-easily incorporated into fatbased foods, such as margarines and salad dressings.

Whole grains. FDA recognizes them as good sources of fiber, calcium, potassium and magnesium, and as valuable allies in preventing heart disease, obesity and cancer. Federal Dietary Guidelines recommend eating at least three 1-oz. servings of whole grains daily. According to FDA, as noted in the Feb. 17, 2006 draft guidance on whole-grain labeling statements, by definition these products should contain the three key components of the kernel (bran, endosperm and germ) present in the same relative proportion as they naturally existin other words, with little to no processing and nothing added or removed from the end product.

Some familiar whole grains under this definition include amaranth, barley, brown rice, buckwheat, bulgur, oatmeal, popcorn, shredded wheat, whole wheat, whole rye, wild rice and quinoa. The incorporation of whole grains in products represents a huge opportunity for developers to answer this deficiency among boomers.

Superfruits. Loosely defined, superfruits refers to a growing list of common and rare fruits with exceptional nutrient value and antioxidant quality. According to Dole Nutrition Institute (DNI), Westlake Village, CA, heart-healthy superfruits contain fiber, potassium, folate, vitamin B6, magnesium, vitamin C, and antioxidants such as carotenoids and anthocyanins. Fruit that includes several of these nutrients, each with its own heart-healthy benefits, qualifies as a superfruit, including bananas, blackberries, cranberries, guava, kiwi, oranges, raspberries and watermelon. Research has also shown that tart cherries are good for the ticker.

Cocoa beans. Recent studies have found that eating minimally processed dark chocolate keeps blood flowing and promotes heart health. Dark chocolate contains high levels of antioxidant flavonoids, which are also found in red fruits and vegetables, red wine and green tea.

Brain food

Think about this for a minute: Baby boomers brains need a fitness routine that includes the best foods. Getting into good habits when we are younger will certainly pay dividends as we age, says Nicholas D. Gillitt, Ph.D., nutrition research and labeling manager, DNI.

Whole fruits and veggies. We do need 100% of every vitamin and mineral each day, and the most efficient way of doing that is by including lots of whole fruits and vegetables in our diets, says Gillitt. According to DNI, superfruits and vegetables are backed by substantial scientific evidence demonstrating brain-health benefits.

For example, researchers from Tufts University, Boston, and others have found that blueberries, strawberries and spinach are effective in preventing, and even reversing, age-related brain deficits such as waning shortterm memory, and loss of balance and coordination. He adds artichokes, Brussels sprouts, prunes and other leafy greens beyond spinach to that list. In addition to boosting mental sharpness, studies show these antioxidant-rich foods may also reduce the risk of age-related neurodegenerative diseases, such as Alzheimers, by preventing the effects of free radicals, he says.

Following are more smart foods for boomers:

Fish. A strong nod goes to fish and omega-3 sources. Brains are 60% fat, and omega-3 fatty acidsparticularly DHAlube the brain. Omega-3 defi ciencies have been shown to reduce mental acuity and are linked to dementia.

Nuts and seeds. Research supports consumption of nuts and seeds to boost brain power and balance mood. Both are good sources of vitamin E, which helps improve cognitive ability as we get older. Walnuts, hazelnuts and almonds are especially good sources when it comes to nuts, and sunflower seeds stand out as the best seed brain feed.

Protein. Brain function and mood are affected by the protein level in the system. Many nutritionists believe that 20 to 25 grams of protein a day is sufficient. Protein is especially important among the 60% of seniors who are failing to get enough, says Gillitt. The brain uses amino acids such as tryptophan, tyrosine, histidine, and arginine to synthesize various neurotransmitters and neuromodulators. A number of animal studies suggest tyrosine can improve performance on tasks requiring attention and learning.

Coffee beans. Coffee is the No.1 consumed beverage in the United States and is a rich source of antioxidants. Moderate coffee drinking has been shown to reduce the risk of mental degeneration, dementia, and Parkinsons and Alzheimers diseases.

Them bones and joints

Joint pain and stiffness affects over 70 million U.S. adults every day, and concerns many more, says Brent Rogers, technical services manager, Cargill Corn Milling North America, Wapheton, ND. In fact, over 35% of consumers between the ages of 40 and 50 are actively managing joint concern for themselves or someone in their household.

Glucosamine and chondroitin are key building blocks of cartilage and are used by millions of people to promote mobility and joint health. Rogers says that 53% of people ages 40 to 50 who suffer from joint problems are likely to use glucosamine-fortified foods or beverages.

A 2006 clinical trial sponsored by the National Institutes of Health, The Glucosamine/Chondroitin Arthritis Intervention Trial (GAIT), showed the combined use of glucosamine and chondroitin provided significant pain relief for sufferers of osteoarthritis. The six-month GAIT study involved 1,500 osteoarthritis patients who were given a placebo or daily doses of 1,500/mg of glucosamine hydrochloride and/or 1,200 mg of chondroitin sulfate or 200 mg of the prescription pain medication celecoxib. GAIT concluded a combination of the two supplements is effective in treating moderate to severe knee pain due to osteoarthritis. Cargill offers a GRAS glucosamine ingredient that allows manufacturers an opportunity to participate in the growing joint-health market by formulating new products under a food label vs. a supplement label.

Collagen. The most-common structural protein resident in the human body, collagen protects cartilage and stimulates remarkable reductions in joint pain. BioCell Technology LLC, Newport Beach, CA, recently introduced a new taste-free collagen supplement for a variety of applications: functional foods, chews and ready-to-drink formulations, including vitamin waters, fortified juices, liquid joint support and cosmeceutical beverages. The companys collagen supplement contains a rich source of hyaluronic acid and chondroitin sulfate, both essential components of healthy, mobile joints and youthful-looking skin.

Vitamin and mineral fortification.

Simple fortification can help solve many of the problems associated with nutrition deficiencies, says Vanessa Teter, food technologist, Watson Inc., West Haven, CT. Fortification solutions include premixes that contain calcium, magnesium, phosphorous, manganese, and vitamins D and K to fortify foods and beverages.

Magnesium and vitamin D help calcium do the job of bone growth and development, says Teter. Manganese aids vitamin K, which, in conjunction with calcium, helps regulate bone-growth proteins.

Vitamin D plays a role, particularly when people lack sun exposure. While its increasingly important to protect skin from damaging ultraviolet rays, sun is necessary for vitamin D synthesis, known to help prevent osteoporosis. Also, says Gillitt, as the body ages, calcium absorption decreases, so its important to add calcium-rich foods to the diet.

DNI promotes the use of vitamin K and folate, both linked to reduced risk of bone fractures. Foods such as arugula, broccoli, collards and kale contain super-healthy amounts of vitamin K and folate. Though vitamin K deficiencies are rare, the RDI is 80 mcg. The RDI for folate is 400 mcg.

Other nutrients. DNI cites fruits high in bromelain and anthocyanins as necessary components to enjoying joint health. Bromelain is an enzyme found in pineapples believed to reduce inflammation and help injuries heal more swiftly. Anthocyanins found in cherries contain anti-inflammatory properties and may be beneficial in managing certain forms of arthritis, such as gout.

Skin deep

Nutrition experts agree that a healthier, balanced diet with sufficient vitamins and minerals translates to younger-looking skin.

Vitamin C. Gillitt advises boomers, If you like the youthful appearance of your skin, then make sure your diet has adequate amounts of vitamin C, which supports collagen formation, as well as enough antioxidants to stop the free-radical damage that causes wrinkles.

Vitamins A and E. Skin health also depends on fat-soluble vitamins A and E at safe consumption levelsan RDI of 900 mcg for vitamin A and 15 mg for vitamin E. Low-fat dairy products, carrots, sweet potatoes and extra-virgin olive oil contain vitamin A, which helps maintain tissues that make up the skin surface and acts as an internal sunscreen. Vitamin E is another antioxidant that research shows protects skin cells from free-radical damage caused by the sun.

Green and black tea. Choose either colortea is high in antioxidants that protect cell membranes, aid in skin rejuvenation, and can reduce the risk of damage from the suns UV rays.

Water.

Take in 8 to 10 glasses or more for good hydration that plays a key role in keeping skin looking healthy and youthful. While any water keeps a body hydrated, some studies point to mineral-rich hard water for optimal skin-cell preservation.

Gut health

The way to a boomers health is through the stomach, and nutrients like probiotics and fiber aid digestion for this aging population.

Probiotics. The word probiotic refers to beneficial bacteria that act as a barometer for a healthy intestinal tract.

Probiotics can be bacteria or yeast, with lactic-acid bacteria as the most-common group of microbes used. Consumers will continue to look for these nutrients in food form to help with digestion, says Leslie Bonci, MPH, RD, LDN, CSSD, director of sports nutrition, University of Pittsburgh. Probiotics are most common in yogurt, cheeses and dairy products in general, although formulators are developing a more products with the beneficial bacteria.

Fiber. Another boomer deficiency, dietary fiber, is good for digestion and weight management. A diet high in fiber comes naturally from whole grains, fruits and vegetables, and from other sources. The two types of dietary fiber, soluble and insoluble, have different functions in the body. Soluble fiber absorbs water and slows digestion and nutrient absorption from the stomach and intestine. Insoluble fiber speeds the passage of foods through the stomach and intestines and adds bulk to the stool.

The fiber trend continues to be hot, says Stauffer. Some fibers provide additional benefits for this age group, such as promoting bone and digestive health. For example, inulin and the fructooligosacchrides are recognized prebiotic ingredients that support the natural, healthful bacteria in the lower GI tract. According to Stauffer, research indicates that inulin may enhance dietary calcium absorption, particularly among postmenopausal women.

Health and indulgence

Oxymoron or not, healthy indulgence is still on the minds of boomers, who balance the need to eat healthier with the desire to indulge. According to the 2007 Consumer Snacking Study from IRI, 88% of people cite taste as a factor influencing food and beverage purchase, with 65% citing healthfulness.

Despite their need for healthy products, like everyone else, boomers still want their food to taste good.

Deb North, freelance food writer, marketing consultant, and recent graduate of LeCordon Bleu College of Culinary Arts, can be e-mailed at [email protected].