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Introduction
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There will be a change in the age demography worldwide over the next 25 years (e.g. early next century there will be more Europeans over 60 years old than under 20). This large sector of the population, whose food needs have been largely neglected (and are unknown) until now, will require (and will demand) health promoting foods more than any other sector. |
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An understanding of the mechanisms of food choice and acceptance is a fundamental part of all attempts to improve the competitiveness of the European food and drink sector. Consumers today are becoming increasingly discerning; on one hand increased awareness of the contribution of optimal nutrition to the prevention of diet mediated illnesses and general feeling of well-being, has led to a demand for health promoting foods (which is desirable from an EU social and economic perspective). On another hand, increasingly active lifestyles, and now active ageing, (which can incorporate both pleasure and work) have led to an increased demand for convenience foods. As a result of these two, somewhat opposing demands, there is a need for a new generation of health promoting designer foods.
For the European food industry, the ability to innovate and maintain market share in this segment will depend critically on meeting the real and perceived needs of ageing customers. There is, therefore, a real need now to ensure that there is a more effective coupling of the European science base with market need. A critical mass of EU investment, and industry focus, is needed in order to understand, and then provide for, the changing needs which must accompany ageing. Failure to do so will lead to an obvious weakness which will be filled by industry outside of the EU base.
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