As Europe's population ages, the nutritional needs of senior citizens are changing. A recent study shows that whey protein supplementation (the famous «WHEY») can improve cognitive function in adults with mild cognitive impairment. However, many players in the protein-based food supplement market (animal and/or plant) seem to be overlooking this promising target. Are you one of them? Why not reconsider your opinion? That's the subject of this article...
Europe is ageing fast
The ageing of Europe's population is an inescapable demographic reality. In 2019, there will be 90.4 million people aged 65 or over in the European Union, representing a significant proportion of the total population. This trend is accelerating, offering nutrition manufacturers a strategic opportunity to develop products tailored to the specific needs of senior citizens.
The benefits of whey protein for senior citizens
A study published in the’American Journal of Clinical Nutrition has shown that daily supplementation for 12 months powder of whey proteins, enriched in milk fat globule membrane (MFGM), taurine and B vitamins, improves cognitive function in adults aged 55 to 80 with mild cognitive impairment. These results suggest that such formulations may play a key role in preventing age-related cognitive decline.
An under-exploited senior market
Despite this new scientific evidence, the «Silver» category of dietary supplements rich in whey protein is not developing, if at all. The range is still mainly geared towards young, active people and sportsmen and women, particularly in the bodybuilding and cross-fit sectors. This focus leaves out an age group that is growing and looking for solutions to maintain their cognitive and physical health. Senior citizens represent a substantial proportion of the European population, with countries such as Italy and Portugal where 24 % of the population will be aged 65 or over in 2023. This demographic offers considerable potential for brands ready to innovate and meet the specific needs of this clientele.
Strategic recommendations for manufacturers whey proteins
- Development of targeted products To formulate dietary supplements based on whey proteins enriched with nutrients beneficial to the cognitive functions and muscular health of senior citizens.
- Appropriate communication Develop marketing campaigns highlighting the specific benefits for seniors, using communication channels appropriate for this age group (Facebook, in particular).
- Working with healthcare professionals Working in partnership with doctors, dieticians and other professionals to promote the benefits of whey protein to senior citizens and encourage their recommendation.
- Consumer education To inform senior citizens about the importance of nutrition in maintaining cognitive and physical function, focusing on the scientific evidence supporting the use of whey protein.
Conclusion
Europe's ageing population represents both a challenge and an opportunity for the dietary supplements industry. The scientific evidence supporting the benefits of whey protein for senior citizens is compelling. It's time for brands to recognise this untapped potential and develop products tailored to meet the expectations and needs of this rapidly expanding population.
Effect of a 12-mo intervention with whey protein powder on cognitive function in older adults with mild cognitive impairment: a randomized controlled trial
Li, Fengping et al. The American Journal of Clinical Nutrition, Volume 121, Issue 2, 256 - 264, February 2025
