Designing foods

with specific
health claims
for an ageing
population
Some help from
the world of
Texture Analysis

Stable Micro Systems

 Designing foods with specific
health claims for an ageing population
Jo Smewing, business development director at Stable Micro Systems, examines
some Texture Analysis considerations for this specialist market.
Older Consumers,
New Opportunities –
for a shifting consumer market
A
round the world, people are
living longer, thanks in part to
improvements in medicine and
healthcare. Baby boomers purchase half
of consumer packaged goods sold, but
food companies allocate less than 5% of
their advertising budgets to market
products to them.
In fact, manufacturers of food and beverages
The Stable Micro Systems develop products targeted mainly to
TA.XTplus Texture Analyser individuals aged 18-49 – a long-standing
strategy that has proved to be successful for
the food industry in the past.
But now, because of lower birth rates, better
health care, and a surplus of ageing baby
“... relatively boomers, population demographics are
few food and changing. Food manufacturers can no longer
count on a hefty replenishment of youthful
drink products consumers every year and therefore, the food
have been industry’s focus on a younger demographic
whose growth is slowing may be shortsighted.
actively targeted However, just because people are living longer
to these ageing doesn’t mean they consider themselves ‘old’.
Today, it isn’t uncommon for people to feel
consumers...” that 50 is the new 30, and 70 is the new 50.
They want to live active, healthier lives as
they age.
This population shift is a global challenge with
social, political, and economic implications. At
the crux of the challenge are age-related
health problems, which reduce the quality of
life and create an economic burden on both
the individual and the healthcare system. As
consumers become increasingly aware of
food’s impact on health and wellbeing, more
will begin to turn to food to solve or prevent
health issues.
Yet, to date, relatively few food and drink
products have been actively targeted to these
ageing consumers, which means that this
segment of the population represents both a
1 | Designing food with specific health claims for an ageing population
challenge and an opportunity for food and
beverage manufacturers.
As an example, between now and 2030, the
age 18-49 segment in the United States is
expected to grow by 12%, while the age 50+
segment will expand by 34%. So food and
beverage manufacturers are beginning to
realise that their product development and
marketing efforts need to change to refocus
on the baby boomer market.
Addressing health issues
The baby boomer segment spans nearly 20
years, so it’s not surprising that consumers
within this segment have many different needs
and preferences. Young boomers tend to be
more open to food and beverage products
offering preventative messages, and may
spend more on consumer packaged goods than
the senior population segment – those aged
over 80 – whose members are unlikely to trust
functional messages on food products, and
usually have less disposable income.
But a common interest of both seniors and
baby boomers is their quest to live their
golden years to the fullest – in good health
and with vibrant energy. Marketers must walk
a thin line of letting these consumers know
about products that can help them achieve
this goal without making them feel ‘old’.
Perhaps because of this, manufacturers are
opting to market products that help prevent
or treat age-related health issues rather than
pushing products to consumers based solely
on their age.
While both groups are determined to lead
robust, healthy lives, this may prove difficult,
since more than 60% of consumers between
ages 50 and 64 have high cholesterol,
diabetes, heart disease, cancer, or some other
chronic ailment. Whilst previous generations
relied on pills and elixirs to address these
ailments, today’s ageing consumers are
seeking alternative ways to address their
medical concerns – in particular, the
consumption of healthy foods.
Consumers tend to be more sceptical as they
age. Baby boomers have a traditional
definition of healthy foods, and they tend to
reject certain foods with health claims or
advertised functional benefits. Refrigerated
teas, sports drinks, and energy drinks carry
very little weight with consumers over 50.
Consequently, although the food industry has
slowly begun developing food products
aimed at the health concerns of the ageing
population, it remains to be seen whether
boomers will embrace such offerings.
The demand will be for foods and drinks
offering clear and understandable health
benefits, and manufacturers will need to
advertise these benefits without stereotyping
ageing consumers – or making them feel old.
Showing that such claimed benefits are
backed by scientific research will go a long
way in educating consumers about what
kinds of ingredients can benefit their health.
Foods which are low in fat, sugar and
carbohydrates are increasingly popular in the
pursuit of healthier diets, resulting in a
thriving reduced-fat and reduced-calorie
market. However, reducing fat content
impacts the sensory characteristics –
including texture and mouthfeel – of many
foods. As consumers become increasingly
unwilling to compromise on these qualities in
low-fat products, texture analysis has become
Fig.1: Cylinder Probe testing
an essential component of both research and
development and quality control.
Reducing fat – retaining
mouthfeel
To retain quality, food processors can
substitute fat with various ingredients
including soya proteins, gums, carrageenans
and starch or, alternatively, use technical
procedures such as massaging and pre-
blending. However, products that are
relatively low in fat often lose part of their
textural appeal, as they can become either
watery or too firm, and can also suffer from
a loss of flavour. Texture analysis enables
processors to assess the impact of fat
reduction and to select the ingredient, or the
process, which best restores good mouthfeel.
What is the testing solution?
“... reducing
Stable Micro Systems’ TA.XTplus Texture
fat content
Analyser can be used with various probes to impacts
perform tests which highlight marked textural
differences in the end product as a result of the sensory
fat substitution. characteristics
This is a particularly common problem in the
meat and dairy sectors. Tests to compare full- ... of many
fat and reduced-fat pâtés, for example, can foods.”
be carried out using a simple penetration
method. A Cylinder Probe (Fig. 1), attached
to the TA.XTplus, measures the forces
Comparison of penetration forces for Comparison of penetration forces for
low-fat vs. full-fat pâté low-fat vs. full-fat mayonnaise
Designing food with specific health claims for an ageing population | 2
 Designing foods with specific
health claims for an ageing population
Fig. 2: Back Extrusion Rig
Annotated texture analysis curve high-
lighting textural parameters that can be
obtained from a back extrusion test
required to penetrate the sample to a specified
depth. The reduced-fat pâté necessitates more
force than the full-fat product, indicating that
“... the dairy it has a firmer consistency than its
counterpart.
industry now In the dairy sector, full-fat versus low-fat
also faces the mayonnaise can also be tested using the
cylinder probe. Typical results reveal that the
problem of fat low-fat product requires a considerably
removal and higher force to penetrate than the full-fat
sample, highlighting the difference in
how it affects emulsion phase compositions. Information
from the resulting graphs allows processors
product to adapt their formulations in order to bring
texture” the texture of low-fat products more closely
in line with that of their full-fat versions.
With fierce competition in the market for
healthy yoghurts, the dairy industry now also
faces the problem of fat removal and how it
affects product texture. When purchasing
yoghurts, consumers pay great attention to
nutritional value. However, when consuming
the yoghurt, the evaluation of its quality is
often heavily based on mouthfeel. The
creaminess and smoothness of the product is
an important factor, significantly influencing
repeat purchase decisions. Dairy products that
are relatively low in fat are at risk of losing
their textural appeal but, using texture
analysis, manufacturers can scientifically
evaluate such changes in texture as may
occur as a result of fat reduction.
3 | Designing food with specific health claims for an ageing population
Comparison of back extrusion forces for
low-fat vs. full fat yoghurt
Consistency can be tested using Stable Micro
Systems’ Back Extrusion Rig. A 35mm disc
plunger attached to the TA.XTplus with a 5kg
load cell is positioned centrally above the
sample container. A compression test is then
performed, which extrudes the product up and
around the edge of the disc. The ‘peak’ or
maximum force recorded during the test is
taken as a measurement of firmness – the
higher the value, the firmer the sample. The area
under the curve up to this point is taken as a
measure of consistency – the higher the value,
the thicker the consistency of the sample.
Typical results reveal that low-fat natural
yoghurt requires considerably more force
than full-fat natural yoghurt, indicating a
thicker, firmer texture. Results from this type
of test provide an accurate measurement of
consistency, allowing manufacturers to create
optimum product formulations to bring the
texture of the low-fat products more closely
in line with that of the generally more
appealing full-fat foods.
Considerations for diminishing
muscular strength for the aged
In the midst of this, a new generation of ‘added
value’ yoghurts has emerged, containing
functional ingredients to entice the health-
conscious consumer. The yoghurt sector forms
the mainstay of the market for dairy products
touted as offering digestive health benefits.
Yoghurts which contain a probiotic culture
Fig. 3: Spherical Probe testing
have been proven to aid digestive health,
while those mixed with grains, providing
additional protein, have been claimed to help
prevent sarcopenia – the degenerative loss of
skeletal muscle mass and strength associated
with ageing. These probiotic ingredients can
also significantly alter the consistency of the
end product and will therefore require the
same texture analysis approach when
attempting to retain the expected texture and
mouthfeel. Spherical probe assessing firmness
and stickiness of two brands of
Reducing cholesterol – cheese spread triangles
retaining spreadability
Margarines and spreads (or yellow fats) are a structural qualities of cheese and cheese
major product segment in Europe and the US products, to measure characteristics such as
for ingredients designed to help prevent firmness and spreadability. A common
cardiovascular disease and lower cholesterol. attachment used in new product development “Effective
Although very little in the way of specific and quality control is the Spherical Probe.
purchasing data exists, it is believed that the In conjunction with the TA.XTplus texture pre-testing
analyser, this spherical probe is used to
older age groups represent a key target
perform an indentation test to measure the
of cheese
market for functional yellow fats. These
products are increasingly known to include hardness of cheese. The higher the force and spreads
plant stanols and omega-3 fatty acids, which recorded, the more difficulty a consumer
help control cholesterol and maintain heart would experience when cutting or biting into
can help
health. the product. to identify
The ease of application of butters and soft
So how is the texture affected
cheeses can be analysed with the
textural
by reformulation? Spreadability Rig. This comprises of a male problems...”
As consumer demand for ‘better for you’ 90º cone probe and precisely matched female
products has grown, low-fat dairy products, perspex cone shaped product holders. As the
and in particular cheeses and spreads, have
become a standard feature on supermarket Figure 5: Spreadability Rig
shelves. However, as already indicated, the
reduction of fat content within these products
poses quality problems for manufacturers,
often resulting in an unsatisfactory mouthfeel
or disappointing texture. Effective pre-testing
of cheese and spreads can help to identify
textural problems and allow manufacturers
to enhance the quality of their finished
products.

What is the testing solution? Spreadability Rig attached to a TA.XTplus

Texture Analyser – measurement of the
Stable Micro Systems offers a range of
spreadability of margarine
attachments that can accurately quantify the

Designing food with specific health claims for an ageing population | 4

 Designing foods with specific
health claims for an ageing population
Fig. 4: Bread V Squeeze Rig
Comparison of force obtained from 2 bread
types using the Bread V Squeeze Rig
arm of the Texture Analyser brings the probe
down into the holder, the product is forced to
flow outward at 45º between the two surfaces;
“... softness the ease of this flow indicates the degree of
spreadability. In addition, withdrawal of the
plays a probe will provide information about the
critical role adhesive properties of the sample.
in consumer Adding fibre – retaining
softness
choice...”
Also responding to the pressure for healthier
options is the bakery industry. The emphasis
on adding whole grains to the diet has risen
dramatically; studies have shown that
consuming high amounts of whole grains
may help achieve significant weight loss and
help lower cholesterol, which in turn reduces
the risk of chronic diseases such as diabetes
and cardiovascular disease. Breads containing
or fortified with whole grains are a growing
feature in the bakery segment, especially in
the United States; whole-grain products now
account for almost 10% of the US market for
white bread.
Bread is now also being fortified with
ingredients such as calcium, vitamin D, and
omega-3 fatty acids to address bone and
heart health. In addition to whole grains,
fibre is another ingredient being promoted as
delivering digestive health benefits,
especially in fortified processed foods such
as breakfast cereals.
5 | Designing food with specific health claims for an ageing population
So how is the texture affected
by reformulation?
As the health benefits of high-fibre diets are
becoming increasingly recognised, more and
more bread manufacturers opting to fortify
their products with fibre are finding that a
harder, less appealing crumb may result.
Bread with bounce – the
testing solution
When purchasing a loaf of bread, softness
plays a critical role in consumer choice.
Consumers often test the freshness of bread
by squeezing it in their hands to feel the
springiness of the loaf. Stable Micro Systems’
Bread V Squeeze Rig tests the softness of
bread by imitating the process of manually
squeezing a loaf of bread between the thumb
and forefingers.
Comprising of ‘V’ shaped rounded fingers, the
rig is lowered onto a packaged or unpackaged
loaf and the force required to compress the
bread is measured. Typical results show that
the lower the force and the higher the value
of springiness, the fresher the loaf.
Using this test, manufacturers of fortified
breads can evaluate the textural differences
between their products and identify any
problems that arise due to the addition of
fortifying ingredients.
With the information obtained, they can
make the necessary adjustments to ensure
their products meet today’s stringent
consumer demands for healthier breads that
do not compromise on freshness and textural
appeal.
Packaging challenges
Older consumers, especially seniors, may find
meal preparation increasingly difficult, and
often seek out ready-to-eat meals. Studies
have demonstrated that increased effort can
affect food selection and can result in
reduced intake. Therefore, it is important that
foods directed at this segment are nutrient
dense and conveniently packaged.
However, packaging can pose added problems
Figure 5: Peel Strength Test Rig
for older consumers. Whilst taste is the most
important aspect for any market, packaging
can make or break an item aimed at an older
consumer segment.
As consumers age, strength declines and
products become more difficult to open.
Ageing eyes require larger fonts for legible
labels, and many older consumers will switch
to a different product if packaging is difficult
to open.
Easy-grip shapes, along with resealable, Peel Strength Test Rig on a TA.HDplus
flexible packaging, enable food to be easily texture analyser – assessment of the
peel properties of a foil container lid
opened and stay fresher longer. Developing
easy-open packaging is a very simple way to
where the lid detaches completely.
target an older consumer; if your jar or pouch
is easy to open, and your competitor’s is not, The Universal Peel Rig incorporates a
it’s a guaranteed win. multi-position platform, allowing containers
Peel lids and covers are one of the most to be held flat, or at 45° and 90° angles. “... easy-open
popular packaging methods in the food Tensile Grips (of varying types – examples packaging is
industry. As well as measuring the shown overleaf) can also be used to assess
characteristics of the lid’s material when in the sealing properties of ribbed heat-sealed a very simple
sheet form, investigating its adhesion to the
pack is equally important. The performance
foil packaging or plastic heat-sealed packs. way to target
Such tests are also able to highlight
of the seal between lid and pack is not only variations in strength between seal ribs, or an older
critical to the quality and safety of products, to determine the peel strength of the sealed
but is also a vital factor in user-friendliness. lid to the base pack.
consumer...”
The adhesive bonds must be strong enough
Using these tests, manufacturers can more
to withstand handling, shipping and storage
precisely simulate the action of consumers, or
without rupture or breakage, while being easy
users, in accurately measuring both ease of
to peel back when necessary.
use and the stability of packaging seals.
What is the testing solution?
A popular test involves the use of the Peel Figure 6: Universal Peel Rig
Strength Test Rig. The container is
positioned in a carrier plate mounted on the
base of the Texture Analyser. This carrier
plate is positioned so that a pulley and
captive wire are located precisely below the
instrument’s loadcell; one end of this wire is
connected to the loadcell and the other is
attached to the pull-tab on the lid.
Results of a typical test on a yoghurt pot
show the force the needed to break the first
Universal Peel Rig – measurement of
adhesive bonds, after which variations of the peel strength of container lids
force are shown as the lid is gradually peeled
away from the circumference of the pot to

Designing food with specific health claims for an ageing population | 6

 Designing foods with specific
health claims for an ageing population

Fig. 7: Tensile Grips

Test of seal strength
of packaging using
tensile grips

Assessment of seal strength using Tensile Grips (far left)

Assessment of packaging seal strength using Articulated Tensile Grips

“... texture Healthy living presents new

textural challenges
analysis...
As food processors continually strive to
is proving produce healthier products – be it low-in-fat
to be an or high-in-fibre – without impacting on their
textural appeal, texture analysis is playing an
invaluable increasingly significant role.

tool in Providing essential data on the impact of fat

reduction and the incorporation of functional
many food ingredients, it is proving to be an invaluable
tool in many food sectors.
sectors...”
Using the latest texture analysis
instrumentation, manufacturers can tackle
the textural issues associated with ‘better for
you’ foods, to ensure consumer satisfaction
and, ultimately, secure brand success.
As the market develops, more packaging
aimed at older consumers is likely to appear,
and technological innovations may be more
widely applied to create more helpful,
sympathetic forms of packaging and to
improve the shelf-life of perishable foods.

Original text
© 2013 Stable Micro Systems

7 | Designing food with specific health claims for an ageing population