J UNE/J ULY 2011 THE WORLD OF FOOD INGREDIENTS 61

Health & Wellness

Lifestyle Food Dimensions

Lifestyle foods can be dened by coupling widely available, affordable and tasty foods during
the lifespan of people to enhance nutrition, general well-being and promote optimal health.

by Henk Hoogenkamp
snacking and unneeded calorie
intake.
Lifestyle Adjustments
An increasing number of
children are skipping meals and
replacing them with snacks. For
many the day does not start with
breakfast, but instead by eating
while on the way to school.
Snacking can be considered
a form of malnutrition and if
children are skipping major
meals with a higher nutri-
ent content, it can affect their
ability to learn, including the
development of the body to
its full potential. It can also
lead to behavioral problems.
Even though during times of
recession or other forms of set-
backs, families have increasingly
returned to eating at home,
there remains a large group
of people who have substi-
tuted the all-important dinner
with snacking. Throughout
the various cycles of life, peo-
ple have different needs and
unprocessed form, nutrition
scientists and processing tech-
nologists are working on pro-
grams involving clinical studies
in human nutrition as well as
packaging development.
The efforts to constantly
innovate and improve food by
using novel ingredient process-
ing techniques and widely used
analytical test methods have
resulted in signicant gains. As
such, foods will increasingly be
ne-tuned and made available
in forms and shapes containing
nutrient and ingredient blends
that meet special dietary needs
required for active physical
performance, bones, brains, eyes
and immune systems.
B
esides the inuences of
human genetic precon-
dition that also regu-
lates energy-efciency, there are
important changes occurring
in the lifestyle of consumers
in modern socio-cultural, de-
mographic and occupational
or professional settings. What
has changed enormously in
the past few decades are the
different ways in which people
consume food. In particular,
there is an unmistakable trend
towards food being consumed
in a liquid form, with solid food
being manipulated or modied.
For example you can think
of liquied vegetables, fruits,
breakfast cereals and candy.
Food out of a bottle might be
convenient and fast, but there is
also a hypothesis that the satiety
of liquid food is signicantly
less than that of solid food.
Another major change in
food intake is the way people
eat food. The enormous popu-
larity of fast food has gradually
moved people away from eating
meals with a spoon, fork and
knife. The traditional way of
eating meals with utensils is
rapidly replaced by consuming
handheld foods such as wraps,
pizzas, burgers, fries, pies and
the like. These handheld foods
often contain high amounts of
hidden fat, and many sources
of hidden carbohydrates but
good tasting empty calories.
As such it becomes true
that portion distortion magni-
es eating handheld foods and
snacks which also signicantly
invites to in between meal
food requirements, not only as
distinct nutritional and dietary
needs, but also to reect group
or individual health status, envi-
ronment and social prestige. For
example, formulating lifestyle
foods, which cater to the young
and energetic people, is crucial.
These consumers want to feel
that they are engaging in healthy
practices through consump-
tion and in a way that differs
from other groups. Therefore,
foods and beverages targeting
this market must emphasize
highly scientic benets rather
than adopting a suitable-for-
all ethos and mainly serve as
a building block in leading a
healthier lifestyle.
Targeted Groups
Innovation is the lifeblood
of lifestyle and no doubt foods
will be increasingly segmented
for targeted age groups; for the
region from the region. Besides
time-tested core traditional
food, some of which in original
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lifestyle foods.indd 61 1-7-2011 12:12:07
62 THE WORLD OF FOOD INGREDIENTS J UNE/J ULY 2011
Health & Wellness
Social Health Obesity
The so-called social health
obesity that increasingly affects
not only mother and child, but
also requires major changes in
the way hospitals need to adapt
and cope with growing health-
care issues. In the US, about
one in five women is obese
when they become pregnant, i.e.
Body Mass Index (BMI >30).
One of the major drawbacks
for obese pregnancy is a record
level of Caesarean sections and
more birth defects and deaths
for mothers and babies. Babies
born to obese women are about
three times as likely to die within
the first month of birth, and
obese women are nearly twice as
likely to have a still birth. Obese
women are also more likely to
have high blood pressure, diabe-
tes T2, anesthesia complications,
hemorrhage, blood clots and
strokes during pregnancy and
childbirth. Even simple routine
care like nding a vein to draw
blood can be more difficult
through thick layers of fatty tis-
sue, not to mention difculties
using ultrasound technology
when the three dimensional
images of the fetus is obscured
by excess fat.
Taste and avor is and will
always remain the primary cri-
terion for food and beverages.
It is considered the principle
requirement for consumer ac-
ceptance. Being healthy in most
cases is synonymous with being
physically mobile and active well
into old age.
It is a known fact that most
people when they are in the
midst of an active lifestyle,
including family and work ob-
ligations, lose their motivation
for regular exercise due to time
constraints. Usually the period
for physical inactivation starts at
around 30 and may well last 20
years or longer. In many cases,
people never return to a healthy
physical regimen and ultimately
pay the price for being over-
weight, out-of-shape, and often
have a low self-esteem.
Metabolic Syndrome
Metabolic syndrome is a
cluster of disorders that of-
ten dont spark any obvious
symptoms. Frequently this
syndrome is associated with
years of overeating but besides
adding weight, slow physical
changes remain hidden and go
undiagnosed until it is too late.
A very simple and easy test is to
measure the waist circumfer-
ence: for men 101cm (40 inch)
and women 91cm (36 inch).
This test is not a diagnosis, but
serves only as an indication of
abdominal obesity that should
be monitored and possibly ad-
dressed medically.
Especially the visceral belly
fat deep under the abdominal
muscles contains a more toxic
type of fat than found in other
areas of the body including
subcutaneous fat. These toxic
fats release substances that cause
atherosclerosis or plaque build
up in arteries. Abdominal obes-
ity combined with chronic
inammation often causes the
body to become insensitive to
insulin. At least, that for now is
the most likely explanation.
Stress and obesity are closely
related. The stress hormone
cortisol appears to trigger weight
gain, particularly visceral fat
in the belly region. Especially
abdominal obesity, an apple-
shaped body with a wide waist-
line and villains such as elevated
triglyceride levels, high blood
pressure or excessive blood
clotting can play havoc in blood
vessel health. Stress hormones
and insulin also triggers crav-
ings such as indulging or in-
controllable intake high-carb
and/or high-fat foods. Exercise
is probably the best stress-
buster because physical activities
stimulate the brains production
of endorphins the neuro-
transmitters responsible for the
indenable runners high.
To reduce or prevent meta-
bolic syndrome is a matter of
making lifestyle changes. For
starters, losing weight on a
permanent basis while cutting
down on fat and increasing
consumption of ber-rich foods,
such as rice bran formulated
products, are an important tool
to proactively engage in effective
and long lasting diet manage-
ment.
Sarcopenia & Longevity
The formula to longevity is
to keep living! Today there are
a rapidly growing number of
people who are outliving age ex-
pectations. These older seniors
are healthier, better educated,
socially active and diverse than
ever before. Now that the Baby
Santal Benessere Frutta Rossa:
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contains pomegranate and the
claim Polyphenols are a great
help to ght cellular aging.
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lifestyle foods.indd 62 30-6-2011 20:11:33
J UNE/J ULY 2011 THE WORLD OF FOOD INGREDIENTS 63
Health & Wellness
Boomers are on the threshold
of retirement, it is good to put a
number on this group. For the
US that means the number of
seniors of 85 and older is pro-
jected to increase to 20 million
by 2050, of which some 85,000
people are Centarians. Advance-
ments in medicine, greater
emphasis on preventive care,
and genetics all play a role in ex-
plaining longevity. Probably the
most important aspect of getting
old healthy is to keep the brain
active. Creativity, healthy eating
and exercise and contentment
ideally need to be harmonized
and that often translates into
maintaining a full daily schedule
of activities.
Age-related loss of muscle
mass is a major reason that the
elderly lose mobility and can-
not live independently. The
Greek termed this condition
sarcopenia. Muscle weakening
or withering can be signicant:
an 80 year-old might have 30
percent less muscle mass than
a 20-year-old. Not to mention
strength that declines even
more than muscle mass. Weight
lifting for 60-year-old men is
some 30 percent lower than for
30-year-olds; for women the
decline is 50 percent. In a way,
sarcopenia follows on the heels
of osteoporosis and the aging
population who want to remain
young as long as possible will
be prepared to make lifestyle
changes to avoid the drop-off.
Reasons for Decline
Causes of the loss of muscle
mass and loss of strength might
include sedentary lifestyles,
oxidative damage, hormonal
changes, inammation, resist-
ance to insulin and inltration
of visceral fat into muscles.
These variables can be further
complicated by problems that
stem from the brain and nerv-
ous system, which activates the
muscles. It can be reasoned that
exercise is a pre-requirement for
maintaining or restoring mus-
cle mass and muscle strength,
particularly resistance types of
sport.
There is also empirical evi-
dence that as people age; they
have the tendency to eat less
protein foods. Mobility is a great
gift and should be maintained
as long as possible. Besides
considerable savings on health-
care costs, a pro-active lifestyle
and a nutrient-rich diet can be
the corner stone of growing
old healthy. The same endorse-
ments will occur for food seg-
ments that target special need
requirements such as people
with multiple food allergies,
gastrointestinal impairment, and
metabolic diseases to support
growth, health and wellness
for people of all ages. In other
words, build when young, and
maintain later in life. The nu-
tritional paradigms will require a
different dimension and change
away from calories towards, for
example, healthy brain growth
to optimizing mental health (i.e.
omega 3 and 6) or cranberry
support of urinary health for
women (proanthocyanidins).
Aging Challenge
Healthcare is an important
issue in growing populations.
For example, Asia is the larg-
est and fastest growing market
for both baby food and geri-
atric foods. Aging populations
around the world present an
extra challenge for segmented
lifestyle foods to address distinct
dietary needs of people with
serious health conditions like
diabetes T2, cancer, lung disease
and kidney disease.
These challenges will be
formidable if one considers that
by 2050 the number of people
aged 60 years or older will tri-
ple to two billion. Two thirds
of this population will reside in
Asia. While there will be added
pressure on healthcare costs,
there will also be an increasing
emphasis on lifestyle health,
wellness and proper nutrition.t
Henk W. Hoogenkamp is the author
of Lifestyle Foods, a denitive
guide to using vegetable protein nutri-
tion for optimal health, sustainable
production and food security.
www.henkhoogenkamp.com
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