The global market for products delivering on health claims shows no signs of slowing down. Mainstream media continues to report on research that comes to light almost every day which highlights specific nutrients and the role they play in our long term wellness. For 2011, Fortitech believes a few of the trends we will see continuing to gain in popularity to include:
• Continued development on food and beverage products that target the growing obesity epidemic, as well as other health
• Conditionspecific products targeting the areas of cognitive function, type 2 diabetes and bone/joint health to name a few.
• Fortified foods and beverages targeting the changing nutritional needs of Baby Boomers
• A focus on perceived ‘natural’ ingredients within foods and beverages
• Further research on personalized nutrition and nutrigenomics with emerging and scientifically supported ingredients are going to make inroads as market demand increases with improved economies worldwide.
Obesity and other health conditions
Obesity is an important health concern for both developed and developing countries. Estimates of the extent of the global obesity crisis are clearly staggering. Approximately 1.6 billion adults in the world are currently overweight, 400 million are
obese and 20 million children under five years old are overweight. This type of information makes you think twice before stopping in at your local fast food restaurant… but as I say to my friends, family and colleagues,moderation is the key to a healthy diet. A person can be said to be overweight if their body weight exceeds a set standard considered to be an ideal body weight. This excess in body weight could be due to an excess of muscle, as seen in bodybuilders and certain other athletes, but is most often due to an excess of stored calories in the form of body fat. Obesity specifically refers to an excess
of body fat and is usually encountered in those who are overweight. A common measure of obesity is called “body mass index” or BMI, which is based on a measure of body weight that has been adjusted for height. In descriptions of BMI distributions in populations, the terms “overweight” and “obese” usually refer to increasing degrees of relative body fatness.
Am I overweight or obese? A simple approximate calculation to estimate your own BMI is to follow these three steps: (1) multiple your weight, in pounds, by 700, and (2) then divide the product of that calculation by your height, in inches, and (3) then divide the result you got in step 2 by your height in inches once again.
According to the National Institutes of Health (NIH) and the World Health Organization (WHO) you are “overweight” if your BMI is between 25 and 29.9 and you are “obese” if your BMI is 30 or greater. If you do fall into one of these categories, you will not be alone, as illustrated by the map below. By the year 2015, 2.3 billion adults will be overweight and 700 million will be obese.
Product formulators may want to consider including nutrients such as chromium, L-carnitine, Conjugated Linoleic Acid (CLA), fiber (both soluble and insoluble), and green tea extract to aid in creating a product that addresses weight management.
Issues with weight management can also impact other conditions that are connected to this condition such as type 2 diabetes and blood sugar management and cardiovascular health.
The boom in births during an 18-year period post World War II (1946-1964) created a generation that now represents the largest consumer group. The needs and wants of this large group of consumers represents a significant global market of at least 1.4 billion people and more than 2 billion consumers, if one includes the children in their households. And, the vast majority of the world’s baby boomer generation lives in Asia. In fact, there are more baby boomers in Asia than in all of Europe, North America and South America combined
Among the first things that should come to mind when this age group is considered, is their significant diversity. While this may be obvious in terms of the development of gender specific or regionally and culturally acceptable food products, there are clearly some general nutritional concerns in this group. In adult women, several micronutrients, including Vitamin A, Vitamin E, Vitamin B6, calcium, magnesium, zinc and iron are less than optimal. Vitamin A is essential for proper skin and eye health and in the immune response to infection. Vitamin E is an important antioxidant that protects us from the damage of free radicals. Vitamin B6 is needed for protein metabolism, red blood cell formation, and antibody production. Calcium is an essential mineral needed for optimal bone metabolism and preventing age-associated bone loss and osteoporosis. Magnesium plays an important role in energy metabolism. Zinc is critical for most biochemical functions in the body and especially for immune defense. Iron is a component of hemoglobin that is the main carrier molecule for oxygen to the tissues of the body. These micronutrient gaps reflect a pattern of weakness in the diet that could be addressed in the development of a targeted fortified food product.
(FOODREVIEW INDONESIA Edisi Januari 2011)