Launching a new concept at IFT in Chicago called ‘Change Your Body Age,’ the company says that products made with whey protein and minerals from milk have the power to turn back the clock through good nutrition.
“We can help our customers formulate products that will be attractive to this age group,” Susie Hjorth, president of Arla Food Ingredients North America, told DairyReporter. “We are focussing on applications where we really feel the whey protein can enhance products.”
The campaign showcases various ways to incorporate whey protein and calcium into the diet, which Hjorth said include a RTD coffee cappuccino drink, an instant iced protein coffee, and chocolate dessert.
Peter Schouw Andersen, head of science and sales development for health and performance nutrition at Arla Foods Ingredients, said that an opportunity exists for companies who successfully meet the over-50s’ unique nutritional needs.
“They don’t just want to cope with life as an older person – they want to enjoy life to the full and that means staying fit and active. This is a very sensible approach, too, since adults who are physically active are healthier and less likely to develop many chronic diseases than adults who are inactive,” he said.
Targeting 50+ adult segment
The generation encompassing the 50+ adult segment is growing, representing 32% of the total US population. What’s more, they are - and will remain - the most powerful consumers in the market place, receiving $2.4 trillion in annual income, which accounts for 42% of all after-tax income.
“They have very specific needs, they are looking into health aging, and they are looking into the health concerns that will come eventually over the course of the life time,” Hjorth said. “And they are also very mindful of how they can take action themselves.”
According to a 2014 Consumer Whey Protein Tracker by the US Dairy Export Council, adults over the age of 50 are looking for specific health attributes such as “high in protein” (30%), “calcium fortified” (23%), “minerals fortified” (21%), and “vitamin fortified” (23%). Additionally, adults over the age of 55 have a positive perception towards whey protein and are aware of its aware of its benefits.
Change Your Body Age is the first of several concepts to be launched as part of Arla Foods Ingredients’ new campaign, Goodness of Dairy. The aim is to highlight how dairy ingredients are key to tapping into growing consumer demand for food that is natural, healthy and offers great taste and texture.
As part of the campaign, Arla Foods Ingredients has developed a Change Your Body Age product concept – an instant coffee enriched with 100% whey protein and natural minerals from milk, including calcium, magnesium and potassium.
Value of sector
The United Nations reports that global life expectancy rose to an average of 70 years between 2010 and 2015, compared with 65 between 1990 and 1995.
The global over-50s economy will be worth an estimated $15 trillion a year by 2020, according to Nielsen’s Global Ageing report, which also warns that industries are largely unprepared to meet the needs of ageing consumers.
The composition of the human body changes as it ages. In particular, skeletal muscle mass reduces – from about 48% at the age of 20 to just 25% by the age of 80 – while fat composition rises from 19% to 35% over the same time span.
‘You can’t change your birth date’
Besides leading an active lifestyle, the amount, quality, and timing of protein intake is crucial for muscle building and maintenance, the company said.
According to AFI, the chronological age of the body can vastly differ from the biological age, or “body age” – the age we actually look, feel, and function.
“We see that whey protein and calcium go hand-in-hand, because it stimulates your muscle mass, decreases fat mass, and enhances bone structure,” Hjorth said.
Research gathered by AFI shows that muscle mass, fat mass, and bone density are key influential physiological factors can be positively altered to slow down the body aging processing, starting with a diet that includes more muscle-building whey proteins and milk minerals.
“You can’t change you can’t change your birthdate unfortunately, but you can do something about your body age,” Hjorth said.