Osteoporosis concerns to drive calcium- and vitamin D-enriched product growth

Ageing populations mean that bone health will increasingly be a focus for many consumers. Recent research suggests that as many as two in five British consumers want to improve their bone health, presenting brands with an opportunity to help prevent or manage this growing health concern.

A new Canadean survey reveals that one in three British consumers are concerned about osteoporosis and 41% want to improve their bone health in the next 12 months. This highlights a huge opportunity for products enriched with calcium and vitamin D, Canadean analysts say.

The dairy and soy market is expected to reach 262.7 billion tonnes in 2019, presenting a lucrative market for enriched dairy products.

Some brands have gone to great lengths to educate consumers about the importance of bone health. Anlene, a Fonterra brand, offers Malaysian consumers a free bone health check in supermarkets.

“This is a brand going beyond just trying to see a product, but engaging consumers on a deeper level,” said Canadean analyst Veronika Zhupanova.

One in two women and one in five men aged over 50 are affected by osteoporosis in Britain. These figures are reflected in consumers’ concern about the condition: across all ages, only 25% of men are concerned about osteoporosis, compared with 39% of women.

“At the moment, 33% of British consumers are concerned about osteoporosis; but this number will rise as more consumers become aware of the importance of improving bone health while they are young in order to prevent problems in future,” Zhupanova said.