New Ingredients:What Should We Be Incorporating in the Youth Diet?

Transcription

1 IQPC Conference, Toronto, March 31 st Kid Kid s s Nutrition 2004 New Ingredients:What Should We Be Incorporating in the Youth Diet? Ian Newton Ceres Consulting March 30th. 2004

2 Presentation Outline Nutrition basics Recommended dietary intakes What dietary gaps? Eating right for optimal nutrition Where are some fortification opportunities? Show me the data!

3 Five Key Vitamin Functions in the Human Body FOOD Metabolism ENERGY Protection Growth/Repair Basal Requirements Reproduction

4 Key Functions for Vitamins in the Human Body Metabolism Energy formation/maintenance Regulation of body functions Basal Requirements Eyesight Nervous system Brain/cognitive function Reproduction Sperm health Pregnancy/lactation Birth defects Protection Immune response Environment CVD, Lungs GI tract Recovery from injury Diabetes Chronic disease of elderly Growth/Repair Growth Bones Blood Skin Collagen Hair

5 Shift in Disease Burden ( ) 1997) Pneumonia 1900 Leading Causes of Death 11.8% Tuberculosis 11.3% Diarrhea and enteritis 8.3% Heart Disease % Cancer 23.3% Strok e 6.9% Healthy People, 2010

6 Types of Nutrient Enrichment RESTORATION: restore losses due to processing and handling STANDARDIZATION: enrich to meet current food standards of identity FORTIFICATION: enrich to meet a specific nutritional profile REPLACEMENT: modified and/or new product replacing a standard product i.e.. lite, reduced, low, non, free, etc... Margarine

7 Evolutionary Landscape of Nutrition and Health Dietary Standards RDAs 1940s Increased Life Expectanc y Recognition of Micronutrient Deficiency Diseases (Scurvy, Pellagra, Beriberi) Beginning of 20th Century Deficiency Disease Prevention Fill in Dietary Gap Shift in Disease Burden Burgeonin g Healthcar e Costs Emerging Science Roles of Nutrients Beyond Deficiency Diseases Dietary Guidelines 1960s Prevention of Chronic Diseases and Promotion of Optimum Health 21st Century Food Fortification 1940s

8 EVOLUTION / REVOLUTION OF FORTIFIED CHOICES IN THE NEW MILLENIUM ABSENCE OF DISEASE FORTIFICATION WELLNESS Minimum Needs Optimum Needs Prevent Deficiency Reduce Risk Basic Health Nutraceutical Functional Quality of Life Severe Marginal Healthy Balanced Performance Prevention Longevity Therapeutic Appearance Mood Customized Source: HealthFocus Inc. / Roche Vitamins Inc.

9 Healthy Eating Index (USA) <20% met, grains, vegs and fruits guide Percent of Population Meeting Guidelines <20% met guide for fat and sat. fat <30% met milk and meat guides % <30% achieved variety guide 20 0 Meat Sodium Variety Milk Veg Grains Tot. Fat Sat. Fat Fruits CSFII 90

10 Daily Food Group Consumption Percentage of Individuals Consuming on any Day Cereals Fried potatoes Fruit Vegetable Soft Drinks Milk CSFII 95

11 CSFII 95 Food Intakes vs Guidelines Other Facts 50% of potatoes eaten by children/teens are french fries Children < 5Y drink more non citrus (+300%), fruit drinks and ades (+45%) and soft drinks (+18%)and less milk than ( 18%) than in 1977 (children <5 years) Grams/Day Milk Drinks/ades Soft Drinks

12 Food Intakes vs Guidelines (adolescents) Adolescents drink twice as much soft drinks as milk, consumption doubled in girls and tripled in boys from 1977 to 1994 From 1977 milk intakes have declined 33%, soft drinks doubled

13 Eating Out in America (1996) Increased 33% from 1978 to % Males eat out daily 51% females eat out daily About 25% of most nutrients but >30% of fats from eating out Eating out % Calories nfcs 1994

14 USDA Survey of Nutrient Intake % of Nutrients in Current Diets Derived from Foods away from Home 50% <Age 9 Age % 20% 10% 18% 22% 21% 26% 18% 23% 18% 23% 19% 24% 18% 22% 18% 23% 18% 23% 20% 25% 20% 26% A E C B1 B2 B3 B6 Folate B12 Calcium USDA Survey of Nutrient Gaps and Knowledge , 1998

15 1994 USDA Continuing Food Intake Survey Percentage of all individuals meeting 100% of the 1989 (RDA s) Vit A Vit E Vit C B1 B2 Niacin B6 Folate B12 Source: Food Surveys Research Group, Beltsville Human Nutrition Research Center Agricultural Research Service, US Department of Agriculture, Riverdale MD 20737

16 USDA Survey of Nutrient Intake % of Individuals with Diets Meeting 100% RDA 100% 75% 71% 80% 73% 89% 81% 93% 83% 81% <Age 9 Age % 69% 98% 84% 98% 92% 50% 54% 60% 53% 25% 31% 30% 41% A E C B1 B2 B3 B6 Folate B12 Calcium USDA Survey of Nutrient Gaps and Knowledge ,98

17 Top 10 Fortified Foods For Which an Effort (based on all adults) is Made to Consume Cereal Bread Breakfast/Cereal Bars Granola Bars Pasta Peanut Butter Yogurt Energy Bars Protein Bars Margarine 12% 12% 11% 10% 9% 17% 16% 18% 37% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Multi Sponsor Surveys 2002

18 NMI Top 10 Macro Health & Wellness Trends A General Renewed Sense of Wellness Health & Wellness Consumer Polarization The Importance of Product Specificity Organics More Than Just Foods and Beverages Consumers Want More Information The Constant Struggle of Weight Loss Lifestyle Wellness Functionality The Opportunity For Targeted Health & Wellness Platforms Disease Specific Solutions The Groundswell of Environmentalism & Values Source: The Health & Wellness Trends Database The Natural Marketing Institute, 2003

19 Trends In Why Consumers Maintain A Healthy Lifestyle: Prevention Is Tops (% general population stating extremely/very important in WHY they maintain healthy lifestyle) 85% 80% 75% 79.0% 77.9% to prevent specific health problems 70% 65% 71.3% 67.5% to treat existing health problems 60% 55% 56.3% 59.3% to improve appearance 50% 45% 52.8% 50.7% doctor recommended 40% Source: The Health & Wellness Trends Database The Natural Marketing Institute, 2003

20 Some Associations Of Specific Ingredients With Specific Health Benefits Are Very Strong (% general population indicating association of INGREDIENT with SPECIFIC HEALTH BENEFIT) CALCIUM with BONEHEALTH 85.6% CRANBERRIES with BLADDER HEALTH OATS with HEART HEALTH 53.5% 75.6% Mainstream Consciousness GLUCOSAMINE with JOINT HEALTH 47.1% OMEGA 3's with HEART HEALTH 46.6% ANTIOXIDANTS with CANCER PREVENTION LUTEIN with EYE HEALTH 37.5% 37.1% Significant & Growing Source: The Health & Wellness Trends Database The Natural Marketing Institute, 2003

21 Opportunities For Supplementation & Fortification: The Top 10 Perceived Nutrient Deficiencies (% general population stating they consider the following to be deficient in their diet.) Calcium Soy Protein 40.6% 39.1% Soy Isoflavones 35.6% Omega 3 Fatty Acids Fiber 32.0% 30.9% Whole Grains Antioxidants Chromium Vitamin C Lutein 29.4% 27.4% 25.5% 24.9% 23.6% Source: The Health & Wellness Trends Database The Natural Marketing Institute, 2003

22 Survey on Fortification Opportunities: American School Foodservice Association Show Reno, NV July 2003 Compiled by Roche Vitamins Inc. Marketing

23 Do you see an opportunity to address child nutrition gaps through fortification? Strongly Agree Agree Disagree Strongly Disagree 0% 0% Of 116 total respondents, 115 either strongly agreed or agreed that there is an opportunity to address school age nutritional gaps through fortification. 51% 48% ASFSA Survey 2003

24 What are the best delivery foods for fortification? (Respondents could choose any or all from a list) Overwhelmingly juice and dairy were seen as the best delivery foods for added fortification because they were already deemed to contain healthy ingredients Juice Dairy Breads Yogurt Water Other ASFSA Survey 2003

25 What nutrients are you attempting to increase on the school menu? Vitamin C, Calcium and Vitamin A were the top three nutrients The USDA Study on Nutrient Gaps and Knowledge noted, Vitamin E and B6 need to be increased in school age diets. Respondents said It s tough to get kids to eat more fish. They were concerned on how to introduce LC Omega 3 oils into the diet. 14.0% 10.0% 6.4% 4.3% 0.9% 10.7% A 9.2% 9.0% 14.5% B vits C D E Calcium Protein LC PUFA K ASFSA Survey 2003

26 What concept is most appealing to fulfill your goal? (Respondents could choose any or all) 41% responded positively to the concept of Apple Juice with added Vit C and E. We like the idea of improving nutrition in a product that kids already like and good for them. 17.1% 20.0% 41.4% Apple Juice Fortified with Vit E and C Food Bar Fortified to Address Nutritional Gaps Tuna with added LC PUFA Bread Fortified 20% responded positively to Milk fortified with LC Omega 3 and a fortified Food Bar to for identified nutritional gaps. 2.9% 20.0% M ilk with LC PUFA ASFSA Survey 2003

27 Top 15 Characteristics by Total Global Launches (Across All Categories) Rank Characteristic Single serve Natural High Vitamins Total Global Launches A look at the top product characteristics for this 3 year period indicates several recurring themes: Product format matters Kids: Age 4 12 Low Fat Organic No Preservatives High Calcium Microwaveable Low Calories High Fiber High Protein High Minerals Consumers are interested, and often driven by, convenience. This is exemplified by single serve at the top of the list and microwaveable at #9. Food purity enters mainstream Over 5,000 products were launched as either natural, organic, no preservatives, or no artificial colors. Nutritional characteristics are important A range of categories utilize nutritional functionality as their new platform, with many having high vitamins, high calcium, high fiber, high minerals, etc. 14 No Artificial Colors No Sugar 674 Source: Product Attribute Trend Identifier The Natural Marketing Institute, 2003

28 3 Year Trends for Top 5 Global Characteristics (Based on Total Number of Global Launches Over 3 Years Across All l Categories) Single serve Natural High Vitamins Kids: Age 4 12 Low Fat The single serve characteristic exhibits the largest increase, followed by products targeted to kids After a slight decline in 2001, products with high vitamins showed a dramatic increase in 2002 new product launches. Source: Product Attribute Trend Identifier The Natural Marketing Institute, 2003

29 Interest in probiotics > > Science 350 Published scientific papers (with reference to 'probiotics') Year

30 Consumers and probiotics Reasons for consumption of probiotics 50% 40% 30% 20% 10% 0% General / health wellness Digestive problems Supplement nutrition Infection Diarrhea Acid ingestion / heartburn Constipation Immune system disorder / weakness Urinary / bladder problems Ulcers Source: The Hartman Group

31 LAFTI L10 DSM LAFTI Products Second Generation proprietary & branded second generation probiotic proven strain specific probiotic effects delivers an efficacious dose to the appropriate GI location shelf life stability at room temperature good survival in the gastro intestinal tract continuous new science and clinical data support

32 The Fortification Game.. now it s s serious Start with basic nutrients such as vitamins/minerals Only use GRAS approved ingredients Fortify reasonably, around 25% of RDA Make foods tasty, fun and convenient Add a dose of education Obesity is taking over the agenda

33 Percent of Population Prevalence of Obesity & Overweight % % % 60% Globally 62% % % % BMI>30 BMI>25 0 France Italy Spain UK USA Greece Germany

34 Obesity Rates Could Double in 30 Years BMI >30 (%) US England Australia Mauritius Brazil Adapted from International Obesity Task Force Web site. Available at: Accessed August 11, Year

35 Child Obesity Not Just a US Problem Girls Boys 5 0 USA '91 USA '00 Russia '95 S. Africa '94 Brazil '89 China '93

36 Cataracts Obesity the Root Cause of Many Eye Health $? Bio costs Energy Diseases. Insulin Insensitivity Diabetes $120 Bio costs Obesity Overweight $117 Bio 6% Health care spend >50% adults >30% kids CVD/Stroke $300 Bio costs Weight Loss

37 KIDS SNACKING Kids Overweight (6 11 yrs) % Overweight 20% 15% 10% 11% 13% 15%??? 5% 4% 0% Popkin, B.,Univ. N.C., 2001

38 Kid s Nutrition Thank you