2025.10.29 本 文字数：1893，阅读时长大约3分钟 作者 | 第一财经 栾立 封图｜AI生成 临近重阳节，又是"双十一"，北京市民张女士打算给家里老人买点营养品，但她发现网上五花八门的产 品众多，不少产品使用着固体饮料或调制奶粉的标准，让人难以信任。 记者了解到，随着人口老龄化的增长，银发经济中老年营养品有望迎来新一轮增长，但标准和功能声称 等难题一直困扰行业发展。今年下半年《食品安全国家标准 老年营养补充食品》公开征询意见，在业 内看来，上述老问题正在慢慢理出头绪。 中老年营养食品鱼龙混杂 记者在部分电商平台上看到，平台上销售的中老年营养产品数量众多，包括滋补品、蛋白粉、氨糖、中 老年奶粉等诸多品类，而且大多以功能和应用场景来吸引消费者，比如不少产品将术后恢复、免疫力、 生骨等词语写在产品宣传的显眼位置。 在售的中老年营养产品中，有部分是拥有蓝帽子（保健食品注册）或特殊医学用途食品注册的产品，但 也有相当一部分仍属于普通食品范畴。比如一盒售价500多元的一款中老年营养粉，广告中标注了"术前 后放化期""精准营养补充"等字样，走的却是固体饮料的标准，而这样的情况并不少见。 有营养品企业内部人士告诉 ...

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].