Market trend and scientific concepts for health aging...

Market trend and scientific

concepts for health aging

market

David Cai, Ph.D

Regional Scientific Marketing

BASF Human Nutrition Asia Pacific

2

Sustainability

Aging

population

Growing

urbanization

Food safety

Food security

Raise of the

middle class

Health &

Wellness

Global Market Trends –

Opportunities for Growth

3 BASF Nutrition & Health

Urban China moves towards ‘wellness’ as affluence takes care of basic health中国城市居民的生活已满足基本的健康需求，正朝着营养需求的方向发展

Wellness Feeling Good

感觉好

Looking Good 看起来不错

Upper tiers show greater health concern and will drive health as a

marketing ‘value’

上层社会越来越关心健康问题，这将驱动健康市场的发展

Having energy for a full life 精力充沛的生活

They are already responding well to foods that promise a connection with

nature市场对于和天然相关的食品反应良好

Urban China 中国城市地区

Rising urban obesity will offer new opportunities for healthy solutions

城市地区肥胖人口的增加给健康的解决方案带来更多的机会

The older population offers a ready market 老龄化群体提供了一个现市

Trends and Implications in China

信息来源: Nielsen AAC

Illness Prevention疾病防治

Feeling Healthy感觉

健康

4

Consumer are more diversified and foods are becoming more complicated

Meet basic nutrition needs Deliver Health benefits

Conventional foods Functional Foods


Our products and product concepts serve

all level of consumer demand

Well-

being

Health

Tastful Nutrition

Staple Foods

6

BASF Nutrition & Health

维生素A, E和B6

不同EPA/DHA比例的长链Omega-3脂肪酸

Beta-胡萝卜素，番茄红素，叶黄素

功效成分

科学理论

Beta-胡萝卜素可降低患感冒的风险, 是维生素A的前体，从而增强免

疫系统功能

维生素E可降低呼吸道感染的风险并增强老年人抗感染的能力

混合类胡萝卜素能帮助提高免疫力

提高免疫力BASF Nutrition & HealthBASF Nutrition & Health 10

护肤保健

维生素E

叶黄素(酯), Beta-胡萝卜素，番茄红素

长链Omega-3脂肪酸，

不同EPA/DHA比率

日常肌肤护理的功效成分

维生素E

叶黄素(酯),

长链Omega-3脂肪酸

不同EPA/DHA 比率

敏感肌肤护理的功效成分

“我相信美丽源于我的饮食和生活习惯。

不同的食物产生不同的效果。”


维生素D3

维生素K1

维生素C 和维生素B6

不同EPA/DHA比率的长链Omega-3脂肪酸

功效成分

科学理论

维生素D3可强化钙质的吸收和沉淀

维生素K1可帮助骨蛋白合成并减少钙质流失

维生素C和B6可帮助建立和加强胶原蛋白

Omega-3脂肪酸可缓解炎症性关节炎的症状

骨骼及关节健康


健脑益智

维生素B族

维生素E

长链Omega-3脂肪酸

维生素D3

功效成分

科学理论

Omega-3饱和脂肪酸在大脑发育及功能上起到主要作用

维生素B族是能量释放和神经递质合成的辅酶

维生素E作为重要的抗氧化剂保护脑膜和脑组织，以延缓大脑老化

新研究表明缺乏维生素D会导致脑功能障碍


叶黄素/玉米黄质(酯和游离状态)

维生素E

维生素A或者Beta-胡萝卜素 Omega-3脂肪酸(适用于AREDS II配方)


功效成分

叶黄素(酯)天然存在于蔬菜和水果中

叶黄素和玉米黄质都集中于黄斑补充叶黄素可减少蓝色光对视网膜的损害并可

改善视力摄入充足的维生素A有助于预防夜盲症临床结果表明维生素E可降低患白内障的风险

科学理论

“确定的临床效果是我决定购

买哪个健康功能产品时重要的因素。”

护眼保健

BASF Nutrition & HealthBASF Nutrition & Health

Tonalin®CLA:共轭亚油酸

功效成分

科学理论

CLA天然存在于乳制品和反刍动物的肉中

Tonalin® CLA 含有高纯度的活性成分，

Tonalin®经18个研究课题的临床实验证明其

功效

Tonalin® CLA 是安全可靠的，经过临床证明

了其功效。同时在美国、中国、泰国等国家

得到法规批准

“我需要天然的解决方式，让

我与众不同”

体重管理


心脏保健

植物甾醇或植物甾醇酯

不同EPA/DHA比率的长链Omega-3脂肪酸

功效成分

科学理论

植物甾醇通过在小肠中同胆固醇的竞争从而降

低胆固醇的吸收。植物甾醇可以降低血清胆固

醇高达15%

植物甾醇通过世界多国健康声明批准

Omega-3脂肪酸可以降低患心血管疾病的风险

“关爱自己，才能更好地关

爱家人.”

Page 6

Well-being and health market

7

Tasteful nutrition market

主流市场需要基本的、口感好的食物和饮料，营养需求不是主要目的

Page 7

Food ingredients:

Lamequick® whipping agents

Spongolit® aerating emulsifiers

Enzymes and MCTs

Processing aids:

Crosspure® fitration solution

Divergan® stabilization aid


Staple foods fortification is vital for the

bottom of pyramid (BoP)

Improve vitamin A status in developing

countries, where malnutrition is a

severe public health problem.

Flour fortification

Oil fortification

Rice fortification

Sugar fortification

Milk fortification

9

General Scientific Concepts


Target:

Demography

Women

Men

Young Urban

Professionals

New Mothers

Middle-aged

Professionals

Baby Boomers

Retirees

Skin and beauty

Bone health

Bone and joint health

Eye health

Immunity

Cardiovascular health

Weight Management

Brain health

Pre-natal

Infant Nutrition

Adolescent

Teenagers

Pregnancy

Healthy and

balanced life

Healthy Aging

Cardiovascular

disease

AMD and

Cataracts

Osteoporosis

Supplemented

nutrition for Diabetes

Food fortification

(malnutrition)

Our Newtrition scientific concepts help

customers put puzzle pieces together

Target:

Physiology

Target:

Ages & Life Stages

Target:

Disease

11 BASF Nutrition & Health BASF Nutrition & Health 11

Skin Care

Vitamin E

Lutein (ester), beta-carotene,

lycopene

Long chain omega-3 fatty acids with

various EPA/DHA ratios

Ingredients for Daily Skin Protection

Vitamin E

Lutein (esters)

Long chain omega-3 fatty acids with

various EPA/DHA ratios

Ingredients for Sensitive Skin

“I believe beauty starts from my

diet and lifestyle. Every food choice

makes a

difference.”


Immunity

Vitamin A, E, and B6

Long chain omega-3 fatty acids with various

EPA/DHA ratios

beta-carotene, lycopene and lutein

Ingredients

Scientific summary

Beta-carotene may reduce risk of infection and supports immunity as

precursor of Vitamin A

Vitamin E may reduce risk of respiratory infections and help increase

resistance to infections among the elderly

Mixed carotenoids may help stimulate immune response


Bone and Joint

Vitamin D3

Vitamin K1

Vitamin C and B6


EPA/DHA ratios

Ingredients

Scientific summary

Vitamin D3 enhances calcium absorption and deposition

Vitamin K1 helps synthesis of bone proteins and reduce calcium excretion

Vitamin C and B6 helps build and strengthen collagen

Omega-3 fatty acids helps reduce symptoms of inflammatory arthritis


Brain

Vitamin Bs

Vitamin D3

Vitamin E

Long chain omega-3 fatty acids

Ingredients

Scientific summary

Omega-3 FA play a major role in brain development and function

Vitamin Bs are coenzymes for energy release and neurotransmitter

synthesis

Vitamin E acts as important antioxidant to protect membranes and tissues

in brain from aging

New studies link Vitamin D deficiency to brain dysfunction

15 BASF Nutrition & Health BASF Nutrition & Health

Tonalin® CLA: Conjugated Linoleic Acid

Ingredients

Scientific Summary

CLA is naturally found in dairy products and ruminant

animal meats

Tonalin® CLA is a global leading band of CLA,

naturally sourced from safflower oil

Tonalin® CLA contains highest level of active

compounds and was used in 18 major clinical efficacy

studies

Tonalin® CLA is safe and clinically proven effective

with regulatory approvals in USA, China, Thailand

and more

Weight Management

“I want natural solutions

that give me an edge”


Lutein/zeaxanthin (esters or free forms)

Vitamin E

Vitamin A or beta-carotene

Omega-3 fatty acids (suitable for AREDS II formula)


Eye

Ingredients

Lutein and zeaxanthin (LZ) are concentrated in

the macula

Supplementation with lutein reduced the

damaging effects of blue light to the retina and

improved visual acuity

Adequate intake of vitamin A helps prevent night

blindness

Vitamin E has been found clinically to help reduce

risk of cataracts

Scientific Summary

“Clinical proof is

essential for me to buy products for my health.”


Heart

Phytosterol or phytosterol ester


EPA/DHA ratios

Ingredients

Scientific Summary

Phytosterols reduce cholesterol absorption

by competing with cholesterol in small

intestine. Phytosterols can lower blood

cholesterol by up to 15%

approved health claims worldwide

Omega-3 fatty acids reduce the risk of CVD

“Its important that I take

care of myself, so I can

continue caring for my

family.”

Your Heart‘s Choice

Concepts for a Healthy Cardiovascular System

Opportunities:

• Omega-3 fatty acids

• Plant sterols

19

20

The discovery of omega-3 fatty acids

Death rates from heart diseases in the 1970s in per cent of all deaths

(Males aged 45-64 years）

U.S.A 40,4%

Denmark 34,7%

Greenland 5,3%

Dr. Jorn Dyerberg Dr. H.O Bang

21

The answer to low CVD death incidence

of Eskimos is in fatty acids intake

Greenland Denmark

Saturated fatty acids 22.8% 52.7%

Omega-3 13.7% 2.8%

Omega-6 5.4% 10.0%

Omega-3/6 2.5 0.3

Ralph Holman The Hormel Institute, Austin， University of Minnesota

22

Omega-3 Fatty Acids and CHD

Research indicates the following benefits

Decrease triglyceride and remnant lipoprotein levels

Improve endothelial function

Decrease the rate of atherosclerotic plaques

Slightly lower blood pressure

Decrease the risk of thrombosis, which can lead to heart attack and

stroke

Reduce inflammatory response

23

The link between fish intake and

CVD death - Harvard Report

Hu FB, et al. JAMA. 2002;287:1815-21

Albert CM, et al. JAMA. 1998;279:23-8

Fish intake and Sudden Cardiac

Death risk

Frequency of fish intake and CHD risk

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

<1/mon 1-3/mon 1/week 2-4/week >5/week

CHD risk

0

0.2

0.4

0.6

0.8

1

<1/mon >1 /week

SCD risk

24

Clinical studies indicate that

EPA & DHA have different health benefits

EPA DHA

Reduce triglyceride levels Lower blood pressure

Anti-thrombotic Brain health

Anti-arrhytmic Pre/post natal formulations

Mood diseases Eye health

Anti-inflammatory

Cardiovascular disease (sudden cardiac death)

General wellbeing / prevention

25

The use of EPA and DHA will grow in

more health categories and applications

New health benefits:

Eye health

Reduce risk of inflammatory diseases, such as (rheumatoid arthritis,

allergy, asthma, etc)

New applications:

Pet foods and functional foods

Infant formula and baby foods

Clinical Nutrition

Pharmaceutical applications

26

EU has established a new Omega-3

fatty acids dietary recommendation

Population Recommendation Rationale

Adult Daily 250mg EPA+DHA Reduce the risk of heart disease

Adolescent Daily 250mg EPA+DHA Reduce the risk of heart disease, helping

the eye and brain development

Infant Daily 50-100mg DHA To help eye and brain development

Pregnant and lactating

women

Daily 100-200mg DHA

more Help fetal eye and brain development

27

Foods with omega-3 fish oil

http://www.danino.ca/

28

Market sample:

Parmalat Beatrice Smart Growth

Yogurt: 100g/cup

Price: $4.83

Omega-3 0.1g/100g

Flavored milk 2% skimmed milk, chocolate, 2L

Price: CA$4.66

Omega-6 oil: 0.2g/serving

Omega-3 oil: 0.1g/serving

White milk,

2L

Price:

CA$4.33

Omega-6 0.2g/serv

Omega-3 0.1g/serv

http://www.smartdairy.ca/

29

QQ Star milk for children (China)

Kid milk: 190ml/ pac

Price: RMB 3.7

Omega-3 fish oil : 0.05g/100g

Opportunities:

• Omega-3 fatty acids

• Plant sterols

30

31

Singapore Residents’

Cholesterol Levels

Desirable:

less than

5.1 mmol/l

Very High

32

Plant Sterol and Plant Sterol Ester

“Its important that I take

care of myself, so I can

continue caring for my

family.”

Scientific Summary

Plant sterols reduce cholesterol

absorption by competing with

cholesterol in small intestine. Plant

sterols can lower blood cholesterol

by up to 15%

Plant sterols have approved health

claims worldwide

33

How Plant Sterols Work

Plant sterols compete with cholesterol in

the micelles for transportation and

absorption

Reduced cholesterol absorption leads to

lower blood levels of total-C and LDL-C

Only a fraction of plant sterols is absorbed

by human

Digestion with

plant sterols:

Digestion

without

plant sterols:

Cholesterol

OH OH

Stigmasterol ß-Sitosterol

OH


Over 140+ clinical studies published since 1980’s:

Food categories studied:

beverages, spread, margarine, yogurt, yogurt drink, milk, soy milk, chocolate,

cereals, snack bars, breads, orange juice, ground beef, cooking oil…

Benefits have been observed in…

Healthy adults (Sierksma et al. 1999)

Mild/moderate hypercholesterolemic adults (Volpe et al. 2001)

Hyperlipidemic children (Admundsen et al. 2004)

Subjects with type 2 diabetes (Lau et al. 2005)

Addition to statins (Neil et al. 2001)

Overview of Clinical Evidence

35

Plant Sterols in Soy Milk

Weidner et al. (2008), Lipids Health

Dis 7:35

Randomized, double-blinded,

controlled, parallel group trial

50 subjects with mildly to moderately

elevated cholesterol levels

200ml soy drink enriched with 2.6 g/d

plant sterol esters, or 200ml soy

drink without plant sterols (control)

Study duration: 8 weeks

-8

-6

-4

-2

0

2

Chole

ste

rol change (

%)

aft

er

8 w

k

Control drink Plant sterol

enriched drink

Total cholesterol

LDL-C

36

Plant Sterols in Various Foods

Clifton PM et al. (2004), Eur J Clin Nutr 58: 503-9

Randomized, incomplete, single-blinded, crossover trial

58 subjects: moderately elevated cholesterol levels

Bread (white, 2 slices), cereals (45g), milk (500ml, 2% fat) or yoghurt

(200g) enriched with 1.6 g plant sterols/per serving or matching control

products

Study duration:

3 weeks each

-20

-15

-10

-5

0

Ch

an

ge

vs.

co

ntr

ol

(%)

Bread Cereal Milk Yoghurt

LDL-C

*p < 0.05 vs.

control

* *

*

*

37

Suggested Claim Options

Direct health claims (subject to specific country’s regulation):

Proven to reduce cholesterol (EU, AUS, Canada, Malaysia, Singapore, etc)

Help to reduce risk of coronary heart disease (USA, Indonesia, Philippines)

Indirect function claims (may be subject to individual country’s

regulation):

may have a positive effect on blood cholesterol levels

are proven to reduce (block) absorption of cholesterol

may help maintain a healthy heart

may help maintain healthy cholesterol level

product enriched with sterols is a part of a healthy diet that helps maintain

healthy cholesterol level Individual health claims must be checked for compliance with national requirements.

38

Market Samples

Skimmed milk with plant sterol

Company: Unilever

Brand: Becel Pro-Activ

Segment: Dairy

Price: $2.42, 1L

Plant sterol ester (0.5%) (0.3% plant sterol)

Plant sterol:150mg/100g

plant sterol ester:10000ppm

Corn Cooking Oil

Company: Wilmar Kerry

Price:￥96.9/5L

Corn oil:￥73/5L

Deluxe Milk

Company: Mengniu

Price:￥70/12bags

Deluxe pure milk:￥68/12bags

Mengniu regular milk:

￥35/12bags

Plant sterol

ester:0.65g/L(bag)

Company: Malaysia Dairy

Industries

Brand: Marigold HL Plant

sterol Plus

Price: $2.53, 1L

K+D+Ca:$1.27,1L

Marigold HL+ plant sterol

39

Market Sample - Danacol (Canada)

Canada: 1g plant sterol /80ml, $4.91/8 bottles; In Europe: 1.6g plant sterol /80ml

40

BASF Division -- Nutrition & Health

Global Business Units

Excipients Vitamins

An

ima

l N

utr

itio

n

Enzymes

Organic acids

Carotenoids Carotenoids

Hu

ma

n

Nu

trit

ion

Vitamins

Phytosterols

Process aids

Aro

ma

In

gre

die

nts

Flavors ingredients

Fragrances ingredients

Ph

arm

a

Ing

red

ien

ts &

S

erv

ice

s

Active pharmaceutical ingredients

Custom synthesis


BASF Human Nutrition Product Portfolio

Vitamins Fat Soluble Vitamins: A, D3, E, K1

Water Soluble Vitamins: B2, B5, B12

Carotenoids Beta-carotene (natural and natural identical),

lycopene, lutein and lutein esters

Functional

Ingredients

Phytosterols (esters), Conjugated Linoleic Acid,

Omega 3 fatty acids (powder and oil)

Food Ingredients

& Process Aids Whipping agents, emulsifiers, enzymes and MCTs

Filtration and Stabilization Solutions

Imaging delivering healthier foods

and supplements...

let us create the future together.





Disclaimer

This document, or any answers or information provided herein by BASF, does not constitute a

legally binding obligation of BASF. While the descriptions, designs, data and information

contained herein are presented in good faith and believed to be accurate, it is provided for your

guidance only. Because many factors may affect processing or application/use, we recommend

that you make tests to determine the suitability of a product for your particular purpose prior to

use. It does not relieve our customers from the obligation to perform a full inspection of the

products upon delivery or any other obligation. The claims and supporting data provided in this

publication have not been evaluated for compliance with any jurisdiction’s regulatory

requirements and the results reported may not be generally true under other conditions or in

other matrices. Users must evaluate what claims and information are appropriate and comply

with a jurisdiction’s regulatory requirements. NO WARRANTIES OF ANY KIND, EITHER

EXPRESS OR IMPLIED, INCLUDING WARRANTIES OF MERCHANTABILITY OR FITNESS

FOR A PARTICULAR PURPOSE, ARE MADE REGARDING PRODUCTS DESCRIBED OR

DESIGNS, DATA OR INFORMATION SET FORTH, OR THAT THE PRODUCTS, DESIGNS,

DATA OR INFORMATION MAY BE USED WITHOUT INFRINGING THE INTELLECTUAL

PROPERTY RIGHTS OF OTHERS. IN NO CASE SHALL THE DESCRIPTIONS, INFORMATION,

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Market trend and scientific concepts for health aging...

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