Shifting Nutritional Trends: Protein for global ageing populations

Global consumers are moving away from supplement nutrition drinks and meal replacements and instead consuming more sports nutrition products¹, especially protein powdered drinks and protein bars. Older consumers are the key demographic driver: whilst historically older consumers preferred meal replacement products, they are now consuming more protein-based products².

Sports protein/energy bars becoming a staple of global sports nutrition

Sports protein products experienced a strong year in 2023 according to Euromonitor’s Passport data. The sports protein/energy bar category grew by 9.5% globally, with some particularly dynamic countries including China (28.9%) and South Korea (20.1%)¹. The protein/energy bar category reached over USD7.6 billion in retail value sales in 2023, making up 27% of the entire sports nutrition market¹.

Dairy protein dominating despite recent developments in plant-based alternatives

Protein products in the sports nutrition category are largely based on dairy, namely, whey protein. This is currently the standard in the industry and what most consumers are familiar with and comfortable with taking. Recent years have seen an increase in sports nutrition products being labelled as vegan (i.e. not containing dairy), with the claim being prominent in the United Kingdom (18% of SKUs), Australia (16%) and the United States (16%)⁴. However, this still leaves over 80% of products in the category which are likely to use dairy. Consumer perception around the efficacy of dairy protein compared to plant-based is one of the factors keeping dairy as the main choice for protein.

Older consumers consuming more protein products for better health outcomes

The strong performance of protein products is in part due to more consumers outside the target demographic consuming such products. Typically, sports nutrition is targeted towards consumers who are athletes or engage in regular exercise, with the extra protein being an essential nutrient for muscle recovery. According to Euromonitor Voice of the Consumer: Health and Nutrition Survey², the majority of baby boomers engage in exercise at least 1 or 2 times a week. Consumers in China and South Korea are the most likely to be doing daily exercise, but the proportion of baby boomers that get zero exercise is relatively small.

However, the demand for protein extends beyond consumers undertaking regular exercise: higher protein intake can help deal with sarcopenia, which is the loss of muscle mass and strength due to ageing. As a result, it is recommended that older adults get a higher amount of protein than younger adults³. For example, according to the Australian Government’s National Health & Medical Research Council³, men aged over 70 are encouraged to eat 1.07g/kg of body weight daily, higher than 0.84g/kg of body weight for men under 70, to minimise the effects of sarcopenia and maintain stronger muscles for longer.

The need for convenience when it comes to protein opens up opportunities for consumption beyond the basic protein or energy bar. Dairy products can be an excellent source of protein, being both convenient to purchase and easy to consume². In Australia, 12.6% of all SKUs in the dairy category claim to be high in protein; this value is also relatively high for the United Kingdom at 11.3% and the United States at 6.7%⁴. However, in Asian countries like China, Japan and South Korea, fewer than 4% of dairy product SKUs make the claim of being high protein⁴. Since demand for protein in these markets is strong, there is potential for further growth in the dairy industry to incorporate high protein as a health claim, especially in products like milk and yoghurt¹.

Ageing population creates a ready market

Ageing populations across many key markets globally will increase the proportion of consumers trying to mitigate the impacts of health conditions like sarcopenia³. The 45 years and over age bracket in China has increased by 1.7% over the last five years, whilst the population of consumers aged 18-45 declined by 0.6% over the same period⁵. Similar trends are also seen in other countries such as Japan, South Korea and Australia. This trajectory is expected to continue over the next five years and a rise in age-related illnesses are expected to become more commonplace. Protein intake for an older population will be key to maintaining good health for as long as possible¹.

The views expressed above are the opinion of the author, not those of Fonterra, and Fonterra is not responsible for any decisions taken in reliance on the same.