BENEO has launched results of the survey they commissioned with HealthFocus International during the recently held Hi and Fi Europe event. The research was all about positive ageing and how emphasis on it is driving greater demand for healthier nutrition.

Participants were health-conscious people aged 50 and above. According to the study, the majority want to continue doing activities they love even as they grow older. They still want to be the best version of themselves at every stage in their life, which is why more are taking control of their health. They’re doing so by exercising, staying fit and following proper nutrition.

About 76% know that the key to achieving the best overall health involves taking care of the physical, mental and dietary aspects of their lives. Almost half make a conscious effort to eat healthy, while 50% choose food and beverages that have preventive or protective health benefits. Moreover, brands that promote better nutrition in their products are preferred, as most of the participants are “extremely concerned” with digestive and bone health, and blood glucose management.

Myriam Snaet, Head of Market Intelligence and Consumer Insights at BENEO comments: “Today’s over-50’s want to be their best self. They want to be proactive in managing their health and want to live their life to the fullest, no matter the life-stage they are in. Being well aware that food choices have an effect on overall health, they are looking for food and drink products that offer additional health support, such as lowering blood glucose levels or improving digestive health. Manufacturers can help them achieve these goals by developing products that tap into these specific health benefits through the use of BENEO’s functional ingredients, including the slow-release sugar, Palatinose™ and prebiotic chicory root fibres oligofructose and inulin, that can easily fit into their daily routines without compromising on taste.”

Steve Walton, President at HealthFocus International also comments: “People are taking charge of their health and making serious changes. While some of these new eating patterns and nutritional adjustments happened due to COVID-19, we expect many of them to be long-lasting. We’ve seen a real shift over the past 10 years and now, healthy ageing and the quality of life it can give are top of mind today. Consumers are adopting a long-term approach to health maintenance, which highlights that healthy ageing is relevant for every age. A fact that food and drink manufacturers can use to their advantage when looking at new product development.”

BENEO product offerings are backed by science and can meet the growing needs of the consumer focused on positive ageing. These include Palatinose™ (isomaltulose), a slow-release sugar which occurs naturally in honey and is derived from sugar that is naturally extracted from sugar beets and BENEO’s prebiotic chicory root fibres oligofructose and inulin.