market trend and scientific concepts for health aging...
TRANSCRIPT
Market trend and scientific
concepts for health aging
market
David Cai, Ph.D
Regional Scientific Marketing
BASF Human Nutrition Asia Pacific
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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
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Consumer are more diversified and foods are becoming more complicated
Meet basic nutrition needs Deliver Health benefits
Conventional foods Functional Foods
5 BASF Nutrition & Health
Our products and product concepts serve
all level of consumer demand
Well-
being
Health
Tastful Nutrition
Staple Foods
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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。”
BASF Nutrition & Health
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
BASF Nutrition & Health
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
BASF Nutrition & Health
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)
BASF Nutrition & Health
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
BASF Nutrition & Health
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.”
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Well-being and health market
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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
8 BASF Nutrition & Health
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
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General Scientific Concepts
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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
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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.”
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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
13 BASF Nutrition & Health
Bone and Joint
Vitamin D3
Vitamin K1
Vitamin C and B6
Long chain omega-3 fatty acids with various
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
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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”
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Lutein/zeaxanthin (esters or free forms)
Vitamin E
Vitamin A or beta-carotene
Omega-3 fatty acids (suitable for AREDS II formula)
BASF Nutrition & Health
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.”
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Heart
Phytosterol or phytosterol ester
Long chain omega-3 fatty acids with various
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
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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
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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
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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
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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
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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
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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
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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
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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
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Singapore Residents’
Cholesterol Levels
Desirable:
less than
5.1 mmol/l
Very High
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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
34 BASF Nutrition & Health
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
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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
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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
41 BASF Nutrition & Health
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.
42 BASF Nutrition & Health
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contained herein are presented in good faith and believed to be accurate, it is provided for your
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requirements and the results reported may not be generally true under other conditions or in
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