Healthy Ageing

1
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Healthy Ageing -A Perspective from Industry
- Frans van der Ouderaa VP Corporate Research
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Societal Pressures

• Future loss of European GDP and competitiveness
• due to fewer people in occupation
• Pension crisis
• Need to ease financial pressures on Health
  Services
• Healthy Life expectancy trailing increase in
  overall Life expectancy
• Hardly any increase in QoL over recent past in
  some countries

OECD 2006
3
Female Life Expectancy 1600-2000
OeppenVaupel, Science 2002
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The Holy GrailExtending Healthy Longevity
Well-Being/ Appearance/ fitness/ Performance of
heart and brain
Age
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Ageing Facts.

• We are not programmed to die
• The body has extremely well tuned repair
  mechanisms to correct for DNA damage i.e. we
  are designed for survival
• Human Ageing is a malleable process
• Nutrition, Hygiene and Lifestyle are very
  important
• There is probably a 15-20 year span between a
  healthy and a unhealthy life

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Healthy Longevity -key influencers-

• Financial Security
• Social networks
• Sense of Purpose
• Access to Health care Physiology
• Genes
• Nutrition/Diet
• Lifestyle
• Smoking cessation
• Physical Activity
• Stress control
• Grooming
• Chance

Population numbers
Healthy
Unhealthy condition
Unilever Spark meeting Nov 2002
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How over 50s feel
Its not that advertisers and marketing people
want to insult us they live in a world where no
one lives beyond 49. Even when they want to
reach us their biggest blunder is thinking that
old people are old. US Male Silent Radical
Unilever confidential
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Over 50s segmentation

• Attitudinal
• Needs, Desires, Expectations
• Lifestyle
• Age
• Financial/SES
• Education level
• Biological

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Attitudinal 50 segmentation

• Rebel Boomers
• Are in denial about ageing
• Silent Radicals
• making the most it as long as it lasts
• Stoic Seniors
• feeling the effects of an ageing body

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Consumer Trends
Derived from HealthFocus 2006
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50 Population is not homogeneousBio-medical
segmentation

• gt75 yrs of age
• Weight loss is an issue
• Satiety reduced/taste unaltered
• Glycemic control poorer due to IR
• Musclebone mass down
• Behavioural change wrt Diet
• Reluctance to put much time into formal cooking
  (FILL)
• Vitaminmineral deficiencies
• Vitamin D
• Zinc/Iron
• Disability
• Mobility, cognition, AMD/cataract . .

• gt50 yrs of age
• Weight maintenance
• Frank obesity
• Cholesterol control
• Insulin resistance building
• Osteoporosis risk
• Sarcopenia risk

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Magic Bullets for Healthy Longevity???
Wine Garlic almonds Fish Chocolate FruitVeg
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EU-Seneca Study 1988-1999 Differential risks
resulting from lifestyle Trade offs
Legend Hazard Ratios for single and combined
effects of the lifestyle factors diet, smoking
and physical activity in European women born
between 1913 and 1918.

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Can we beat the Biological Clock???
Biological Ageing

• Wrong lifestyle
• Excess calorie intake
• High saturatedtrans fats
• Low micro-nutrients
• Too little exercise
• Poor glucose tolerance
• Stress
• Smoking

• Right lifestyle
• Energy balance
• Maintain glycemic control
• Low saturated fats
• Rich in w-3 and MUFA
• Rich in micro-nutrients
• High exercise level
• Low to moderate stress
• Grooming

Chronological Ageing

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National Diet and Nutrition Survey Actual
Micronutrient levels in people aged 65 years and
over
Independent Institutionalised
Independent Institutionalised
Sheiham et al J Dent Res 2001 80 408-13
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Foods for the Elderly-some thoughts-

• Prevention of deficiencies
• Vitamins
• C, D, folate,B12,B6
• Minerals
• Prevention anorexia
• Energynutrient density
• Appropriate Macronutrients
• Foods that facilitate glycemic control
• Foods for healthy lipid metabolism

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(Food) Product considerations

• Micro-nutrient content
• Energy density
• Sensory properties
• Product texture -dentate/edentate people
• Taste-no trade offs
• Diet-Drug interactions
• PackagingLabelling
• Pack size/ portion size

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Role/Opportunities for Industry

• Contribute to Healthy Longevity
• Products
• DietNutrition
• E.g. BP lowering/cholesterol lowering
• Lifestyle coaching systems
• Behavioural Change Products
• Monitoring tools
• Encourage/Facilitate healthy behaviours
• Health management toolsdevices
• Communication
• Incentivise Healthy Behaviours

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Incentives for Behavioural Change??
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Communication
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Business Rationale for Healthy Ageing

• Change in population demographics
• Changes in Life span
• Over-50s control 80 of the nations wealth and
  60 of all savings (U.K.)
• Empty-Nesters have a high degree of interest in
  body healthAppearance
• Changes in the Bodys Biology require specialised
  products
• Prevention of Deficiencies

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Conclusions-1

• Longevity has improved phenomenally in the 20th
  century
• This is largely due to changes in daily living
• The overall societal business case of Healthy
  Ageing is obvious
• Need to maintain peoples Quality of Life and
  functionality
• Consumer communication needs sophistication
• The 50 consumer group feels deserted
• Over 50s consumer groups is not homogeneous
• Financially/biologically/psychologically
• Product differentiation on the basis of age may
  not be the answer

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Conclusions-2

• Diet and Nutrition have a vital role to play
• Holistic solutions of diet and physical activity
  can equal or better drug effects
• Magic bullets are unlikely to work
• Need to understand routes to sustainable healthy
  behaviours
• The consumer industry can help with early
  prevention and improvements in Quality of Life
• Needs Industry, NGO, Academic partnerships to
  succeed

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Acknowledgements

• Firstly,
• Mike Catt
• Jonathan Powell
• Louise Brown
• And their teams at Unilever Corporate Research
• Also
• Our local and international collaborators
• Thirdly,
• the Unilever Board for funding us