The global health ingredient supplier launched six concepts containing a range of Howaru probiotics, botanicals, vitamins and minerals, aiming to cover the main symptoms of menopause, all backed by GenM’s ‘M-Tick’ menopause friendly symbol.
“We launched our partnership with GenM at last year’s Vitafoods, and this year we see many customers understand this opportunity,” Vanessa Azevedo, IFF’s global product innovation marketing manager, told NutraIngredients. “GenM has conducted a lot of research into consumer needs so that we can advise customers on products they could position to these customers.”
She explained that GenM’s research suggests that awareness of menopause symptoms are growing but has not yet translated to a better lived experience.
“Even though women know more about the symptoms and are more open to discussing them, it’s unfortunate that the mindset is often ‘it’s OK’, or ‘it’s manageable’ or ‘it could be worse’," she said. “That is not good enough—why should customers be left unsatisfied?”
Key insights
1 billion women will face menopause by 2025 (GenM)
87% of those in menopause feel overlooked by brands (GenM)
44% of menopausal women in the UK want to avoid hormonal therapy (Forbes)
1% of the total supplements launched in EMEA in the last decade addressed menopause (Mintel)
The concept line-up on show in Geneva included: The Wise with probiotics, ashwagandha and vitamin B6 for mood swing support; The Mystric with probiotics, SoyLife, lemon balm and vitamin B6 for hot flashes and night sweats; The Queen with Neuravena green oat extract, ginseng and vitamin C for brain fog; The Warrior with probiotics, green mate and vitamin B6 for weight management; The Healer with probiotics, keraGEN-IV keratin, Grow C vitamin C and zinc for skin, hair and nails; and The Guardian with probiotics, Go-Less pumpkin seed extract and vitamin B2 for vaginal and bladder health.
Azevedo explained that the turnkey solutions allow customers to act quickly and launch products for this market immediately, with the backing of the M-Tick.
Free to Age Your Way
Addressing the lack of consumer interest in age-focused health solutions, IFF also launched its Free to Age Your Way campaign with a range of concepts to support consumers through common age-related health issues but advising brands not to use traditional ‘anti-aging’ messaging.
“Many of our customers were telling us they don’t get the traction with healthy aging products, and they are trying to understand what’s their mistake,” Azevedo said.
“Our main tip is don’t talk about aging! Some people are 50 but feel absolutely fine, while some are the same age and feel old, so age is irrelevant. It’s about thinking about the signs of aging that they might be aware of—although aren’t necessarily putting down to their age—and then providing solutions for those issues.”
This is in keeping with recent market insights provided by Nutrition Integrated, stating that there has been a societal paradigm shift in the way people view age, with most rallying against it and refusing to be defined by their birth year.
Healthy Aging Insights
40% of EU population will be 55 or older by 2050 (EC Europa)
55% of 18 to 25 year olds globally rate healthy aging as ‘extremely of very important’ (Innova Market Insights)
2% of food, drink & supplement launches globally have been positions for health aging (Mintel)
Azevedo further noted that a sizable 48% of 18 to 25 year olds say they are taking action or will soon take action toward better health, while only 7% of those between the ages of 46 and 55 say they did this when they were 20 (IFF), showing ‘healthy aging’ is no longer just for those 65 and older.
IFF’s probiotic and botanical concepts on show at Vitafoods centered around three key pillars—build, maintain and enjoy—to fit the needs of the younger, middle-aged and older consumers. For each pillar, the supplier provided product concepts in support of common health concerns of those life stages.
Suggested formulas within the 'build' pillar focused on beauty (B. lactis BI-04, keraGEN-IV, Grow C and zinc), vitality (B. lactis BI-04, Green Mate extract and vitamin B6) and relax/sleep (L. paracasei Lpc-37, Passiflora and biotin).
‘Maintain’ formulas focused on gut comfort (blend of Howaru GI Complete probiotics), metabolic harmony (B. lactis B420, CitrOlive, and Chromium) and bladder support (Go-Less, vitamins B2 and D).
And ‘enjoy’ concepts focused on mobility ease (NovaSOL curcumin and UniK), mind power (Sharp-PS, ginkgo extract and biotin), and gut shield (B. lactis HN019 and vitamin B6).