今年以来，新京报持续推出《消费质量报告》，对奶粉、蛋白粉以及饮品类开展调查。记者发现，无论是 涉及儿童还是中老年人等不同群体，一些商家都将普通食品宣称为具有功效的产品，误导消费者购买。 今年8月，记者针对"增重"类产品进行调查发现，这类产品往往会利用所谓添加的一些药食同源成分或者 营养物质，将普通食品宣称为可以增重、长高等多项功能的食品。 宣称可以拯救"饭渣"宝宝厌食的牛脾肽营养粉、"1罐胖10斤"的蛋白粉、能"管觉觉"的助眠饮、"蹭"特医配 方的中老年营养粉……随着人们生活质量的提升，大众对营养食品的需求不断增加，一些商家抓住消费者 的心理，将普通食品违规宣称为"有疗效"的食品，误导消费者购买。 今年以来，新京报推出多期《消费质量报告》，多次揭示类似问题。商家将普通食品违规宣称为具有营养 功能的套路往往如出一辙——例如，将配料中含有的药食同源物质或者营养物质当成显著卖点，但实际这 些物质仅在配料表的末位，存在概念性添加嫌疑。专家提示，"抛开剂量谈功效毫无意义"。同时，营养类 食品选购时要分清保健食品和普通食品，学会查看配料表，切勿盲目跟风选购营养品。 乱象调查 普通食品被违规宣称"有疗效" 奶粉、蛋白粉从早 ...

Core Viewpoint - The aging population in China is driving growth in the senior nutrition market, but the industry faces challenges such as lack of standards and misleading product claims [2][4]. Industry Overview - The market for senior nutrition products is diverse, including supplements like protein powders and specialized milk powders, but many products do not meet the specific nutritional needs of the elderly [3][5]. - A report from ZhiShi Consulting indicates that the domestic nutrition health food market is expected to reach 522.3 billion yuan in 2024, with a compound annual growth rate of 8.5% for nutrition functional foods [5]. Regulatory Developments - The recent draft of the "National Food Safety Standard for Senior Nutritional Supplements" aims to establish clear definitions and standards for products targeting individuals over 60 years old [5][6]. - The draft specifies that quality protein content must not be less than 20% of the total product weight and outlines mandatory and optional nutrient components [6]. Market Challenges - The lack of stringent regulations has led to a proliferation of misleading marketing practices, causing distrust among elderly consumers regarding nutrition products [5]. - Industry experts emphasize the need for detailed standards to address the diverse range of functional products available in the market [6].

Core Viewpoint - The article discusses the challenges and opportunities in the elderly nutrition product market in China, highlighting the need for standardized regulations to address issues of product quality and consumer trust [3][6][8]. Group 1: Market Overview - The elderly nutrition product market is expected to experience significant growth due to the aging population, with a projected market size of 522.3 billion yuan in 2024 [8]. - The market for nutritional functional foods and health foods is estimated to reach 289.1 billion yuan and 233.1 billion yuan, respectively [8]. - The annual compound growth rate for nutritional functional foods is expected to be 8.5% over the next five years, surpassing the previous five-year rate of 6.6% [8]. Group 2: Current Challenges - The market is currently characterized by a lack of standards, leading to a mix of quality in elderly nutrition products, with some products not meeting the specific nutritional needs of older adults [6][9]. - Many products are marketed with exaggerated claims, creating a trust crisis among elderly consumers [8]. - The absence of specialized standards has allowed some companies to exploit loopholes, using general food standards to market products that should be classified as health foods [5][6]. Group 3: Regulatory Developments - A new national standard for elderly nutrition supplements has been proposed, which aims to define and regulate products specifically designed for individuals over 60 years old [8][9]. - The draft standard includes strict requirements for raw materials, such as a minimum of 20% high-quality protein content and restrictions on the use of hydrogenated fats [9]. - The introduction of this standard is seen as a crucial step towards improving product quality and shifting the industry from concept marketing to value-based supply [9].

Core Viewpoint - The new national standard aims to regulate the elderly nutrition food market, addressing existing challenges and promoting growth in the silver economy as the aging population increases [1][3]. Group 1: Market Overview - The elderly nutrition product market is expected to experience significant growth due to the aging population and increasing health awareness among consumers [4]. - The market size for nutrition health foods in China is projected to reach 522.3 billion yuan in 2024, with functional nutrition foods and health foods accounting for 289.1 billion yuan and 233.1 billion yuan, respectively [4]. - The compound annual growth rate (CAGR) for functional nutrition foods is expected to be 8.5% over the next five years, surpassing the previous five-year rate of 6.6% [4]. Group 2: Current Challenges - The elderly nutrition food market is characterized by a lack of standards, leading to confusion and mistrust among consumers due to misleading marketing and exaggerated claims [4][6]. - Many products marketed for the elderly do not meet the specific physiological needs of older adults, resulting in a wide variance in ingredient quality and nutritional composition [2][6]. Group 3: New National Standard - The recently proposed national standard for elderly nutrition supplements defines these products as special dietary foods made from dairy, soy, or their derivatives, supplemented with vitamins and minerals [4][5]. - The draft standard includes strict requirements for raw materials, such as a minimum protein content of 20% of the total product weight and restrictions on the use of hydrogenated fats [5]. - The new standard aims to shift the industry from concept marketing to value supply, promoting standardization and quality improvement in the elderly nutrition food sector [6].