Healthy ageing with functional ingredients starts earlier than you might think. All over the world, the concept of ageing evokes mixed emotions. While many associate it with wisdom and experience, others may feel apprehensive about its physical and mental challenges. However, one fact unites consumers globally: the journey to healthy ageing begins early on. According to the BENEO Global Healthy Ageing Survey, 73% of consumers agree that ageing healthfully starts early in life, emphasizing the importance of making the right lifestyle choices from the start.

The Power of Personalisation in Healthy Ageing

Consumers are not a one-size-fits-all group. Segmenting them based on their health priorities and aspirations reveals surprising patterns about how different age groups approach healthy ageing. BENEO’s research highlights four key consumer segments:

• Health Condition Focused (18%): These consumers are highly motivated to address specific health concerns, such as managing diabetes or high cholesterol. Surprisingly, this segment includes a significant number of younger consumers, who are proactive about preventing health issues before they arise. Their early adoption of health-focused behaviours signals a growing trend among the youth to prioritise wellness long before age-related conditions become evident.
• Health Seekers (36%): This group seeks to live life to the fullest by actively exploring new and nutritious food options. They are open to trying innovative products that align with their goal of living healthier lives. Their enthusiasm for knowledge about nutrition makes them a key target for functional food innovations.
• Health Aware (34%): While aware of the importance of good nutrition, this segment often struggles to consistently make healthy choices. It includes a larger proportion of older adults, reflecting the challenges of adapting ingrained dietary habits despite a desire to improve.
• Health Unconscious (12%): This group, primarily older consumers, remains less concerned with the health implications of their food choices. Many are set in their ways and prioritise taste and convenience over nutrition. However, subtle improvements in their daily diet through familiar foods could still create positive health impacts.

These insights reveal the importance of tailoring products not only to health priorities but also to the unique aspirations and challenges of different age demographics.

An Emerging Trend: Blood Sugar Management

Blood sugar management is emerging as a top priority for consumers, with benefits extending far beyond diabetes prevention. Research indicates that high blood sugar levels are a concern for many, especially given their connection to weight management, cardiovascular health and energy levels. A staggering 61% of consumers express interest in food and beverages that support blood sugar management, with younger segments showing particular enthusiasm for functional products that prevent long-term health issues.

Functional ingredients like Palatinose™ offer solutions by providing a slow, balanced release of energy without spiking blood sugar levels. This not only helps maintain focus and energy but also supports cardiovascular health, making such products attractive to a wide audience.

Heart Health: The Foundation of Vitality

Heart health remains a cornerstone of longevity and quality of life. Cardiovascular disease (CVD) accounts for one in three deaths globally and is the leading cause of non-communicable disease-related fatalities. However, proactive lifestyle choices can significantly mitigate these risks.

Consumers increasingly associate heart health with energy and vitality, with 67% expressing interest in products supporting heart health. Ingredients like beta-glucans from barley play a crucial role by lowering LDL cholesterol levels. Studies show that incorporating 3 grams of barley beta-glucans daily can reduce cholesterol. Reducing LDL cholesterol by 10% would reduce the incidence of coronary heart disease by 10–20%.

BENEO’s Innovative Solutions for Healthy Ageing

Healthy ageing with functional ingredients is more than just a trend—it’s a movement towards proactive well-being. BENEO’s commitment to health is reflected in its range of functional ingredients, such as Orafti® β-Fit and Palatinose™, which cater to the growing demand for health-oriented foods. These ingredients enable brands to create products that align with consumer expectations, blending taste, convenience, and wellness seamlessly.

• Orafti® β-Fit: A soluble dietary fibre that helps reduce LDL cholesterol, promoting cardiovascular health. Perfect for use in bakery products, cereals, and dairy (alternatives).
• Palatinose™: A low-glycaemic carbohydrate that ensures a steady energy release while supporting blood sugar management and cardiovascular health.

Modern consumers seek products that go beyond basic nutrition. A nutritious diet that includes functional fibres, low-glycaemic carbohydrates, and heart-healthy ingredients empowers individuals to maintain active lifestyles while ageing gracefully. BENEO’s ingredients make healthy ageing a delicious and accessible goal.