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The Baby Boomers, Baobab’s Biggest Market


The Baby Boomers, Baobab’s Biggest Market

Demographically, the Western population is growing older, as the population ages, 80% of older people in Western countries will develop at least one chronic metabolic disease. With nearly one in five people now over 65, a proportion set to rise to one in four by 2050, functional foods and nutraceuticals to boost quality of life and help prevent age-related disease are set to boom. Wild Harvest research indicates that successful products will be those that can boost the immune system over time, as well as offer quicker fixes.

Future growth in the functional food and drinks market will focus on natural and whole food, and scientific research into the influence of nutrients and specific ingredients on conditions such as diabetes, hypertension, CVD and Alzheimer’s disease, and there is massive potential for functional foods within the global market to 2012. In recent years, the interest in probiotic, prebiotic and symbiotic functional foods has grown enormously.

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