Originally published August 4 2005
Anti-aging foods gain popularity in Europe
by Mike Adams, the Health Ranger, NaturalNews Editor
Ant-aging foods, rich in antioxidants, are becoming increasingly popular in Europe, and more products are being marketed based on the idea that they have anti-aging effects.
Antioxidants are thought to fight the ageing process caused by damaging free radicals, and although some scientists disagree with this theory, food makers are increasingly positioning antioxidant-rich products towards those concerned about wrinkles or age-related conditions.
The last six months has seen a flurry of launches marketed with references to anti-ageing, including dairy products, chocolate bars, breads and hot and cold beverages.
"We are seeing more of these products in Europe than anywhere else," Lucy Cornford, research analyst at Mintel, told NutraIngredients.com.
Europeans, increasingly interested in taking an active approach to their health, are also aware of the growing life expectancy and are looking to ensure better quality of life when older.
Yet although elderly people are set to make up a quarter of the total European population by 2020, food makers have not previously directed much new product development towards this group.
In the last year however the tide seems to have turned.
In May leading dairy group Parmalat introduced a range of dairy products on the domestic market under the brand name 'Jeunesse', clearly targeting women aged 35-44 years old.
Another product using the concerns about ageing to counter an unhealthy image, is the anti-ageing beer developed by the Neuzeller Kloster brewery in Germany.
Germany appears to be one of the biggest markets for anti-ageing products, related to its strong 'wellness' trend.
The 'Fit for Fun' brand launched a bread developed by Pema called Powerbread last year, which contains amaranth and sprouts to help slow ageing.
In the US, where companies tend to take more risks with claims, EccoBella Botanicals' is offering a range under the Health by Chocolate brand, said to be 'the most decadent way to soft, smooth, luxurious skin'.
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