The Opportunity in Targeting the Malnourished Elderly
Bernice Hurst, Contributing Editor, RetailWire
an effort to secure its foothold in the nutrition sector, Nestlé has
identified a new market – elderly people who may suffer from malnutrition.
Drinks, which claim to fight malnutrition among the elderly, will
enter the Swiss market this year. Resource SeniorActiv supplements
are said to include protein, calcium and vitamin D to promote muscle
strength and prevent bone fractures. The company says that other
ingredients promote digestive health.
plan is to "expand Resource SeniorActiv in other European countries,
because as many as 40 percent of hospitalized patients are malnourished.
About 90 percent of the elderly are deficient in vitamin D, and half
don’t get enough protein or calcium," the company said.
executive officer Paul Bulcke pledged in 2008 to make Nestlé the
world’s biggest healthy eating company. Already the world’s largest
food company, its products include everything from confectionery
to its most recent acquisition of Kraft Foods Inc.’s frozen-pizza
operations in the U.S. and Canada. The latter is said to contain
as much as 70 percent of the daily-recommended amount of saturated
includes the Jenny Craig weight-loss programs as well as a number
of nutrition products aimed at infants, weight management and healthcare.
addition to the drinks, Nestlé’s Revised Mini Nutritional Assessment
Short Form (MNA-SF), needs less than four minutes to help medical practitioners
"better identify those who would most benefit from oral nutritional
on the twin track initiatives, Richard Laube, CEO Nestlé Nutrition,
said, "These are concrete actions to tackle a substantial healthcare
and social issue. The older population is growing faster than any other
segment. Older people are generally vulnerable to malnutrition and
can slip into a spiral of muscle and weight loss resulting in fatigue
and loss of independence. Targeted nutrition can make a big difference
and screening for malnutrition is vital to getting a grip on the issue
as a whole."
Questions: How do you rate the opportunity to provide nutritional
products for the elderly?
As the boomer population ages, what other food-related opportunities
do you see on the rise?
commentary] With predictions about growth in the worldwide population
of older people this century, combined with forecasts of longer-term
food shortages, Nestlé may
be jumping into a market full of opportunity. Preventing malnutrition
in such a large group may also turn them into heroes.
- New Nestlé Nutrition oral nutritional supplement and screening tool address
malnutrition amongst older people – Nestlé
- Nestlé Targets
Malnutrition to Fight Danone’s Gains – Bloomberg