By 2030, more than 20 percent of the U.S. population are projected to be aged 65 and over, compared with 14 percent in 2012 and 10 percent in 1970, according to the U.S Census Bureau.1
This growing cohort of older adults demand products that can prolong independence and improve quality of life, representing a prime target for supplement marketers.
By understanding the role several nutrients play in healthy aging, supplement marketers can effectively target the senior population and meet their growing desire for youthful vigor and longevity.
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Nutrient Shortfalls in Older Adults
There are several natural consequences of aging that can lead to nutrient short falls like poor appetite and dentition, as well as declining mental status. The body also becomes less efficient at absorbing some key nutrients.
Consequently, muscles start to weaken, injuries take longer to heal, energy levels drain, and conditions that affect quality of life such as osteoarthritis and cognitive impairment become more prevalent.
In turn, older adults and their caregivers are increasingly looking for solutions that can help postpone and mitigate some of those conditions.
Nutrients to Consider for Elderly Diet
Several key nutrients can support older adults’ demands for improved quality of life and longevity.
These nutrients include:
Vitamin D
While much of the U.S population has inadequate levels of vitamin D, the prevalence among older adults is much greater.2
Older adults are at an increased risk of vitamin D inadequacy for reasons including, decreased vitamin D production, decreased sun exposure, low dietary intakes of vitamin D, as well as obesity and other diseases.
Older adults need 1,000 to 2,000 IU of vitamin D as D3 per day.3
Vitamin B12
Older adults are at a high risk of developing vitamin B12 deficiency mainly due to malabsorption.
Up to 30 percent of older adults have a condition that decreases their ability to absorb vitamin B12 from food called atrophic gastritis, the chronic inflammation of the stomach lining that decreases the body’s production of stomach acid.4
Stomach acid helps separate vitamin B12 from the protein in animal-abased foods.
The vitamin B12 found in supplements or fortified foods isn’t bound to protein and therefore doesn’t require stomach acid for its absorption. For this reason, it’s recommended that adults older than 50 years get most of their vitamin B12 from supplements and fortified foods.4
Protein
Older adults require more protein than their younger counterparts for several reasons including, decreased appetite, reduced ability to use protein and higher prevalence of disease or injury.
Research shows that older adults may experience improved bone health, heart function, wound healing and recovery from healing by increasing protein intake.5
Whey protein is a high-quality, fast-digesting protein that can offer older adults an easy and convenient way to boost protein intake.
Fish Oil
Observational research links low blood levels of docosahexaenoic acid (DHA) – an omega-3 fatty acid – with mental decline in older adults.6
Fish oil supplements are a good source of DHA and may help slow cognitive decline, but the current research remains mixed as to whether fish oil can support memory function with aging.7
In either case, fish oil supplements remain one of the most used natural products in the U.S.
Other Notable Nutrients
Several other nutrients can support healthy aging in older adults.
These nutrients include:
- S-adenosylmethionine (SAM-e) offers anti-inflammatory properties and may help ease joint pain.
- Probiotics can aid in digestion and may be useful for immune health and certain inflammatory digestive disorders.
- CoQ10 is a natural antioxidant that promotes heart health. The active, antioxidant form of CoQ10 is called Ubiquinol.
- Lutein and zeaxanthin are antioxidants that may reduce the risk or slow the progression of age-related macular degeneration, the leading cause of vision loss in people over age 60.
The bottom line
Older adults are likely to continue to influence the nutraceutical industry for the years to come.
When it comes to marketing products to older adults, it’s important to keep their key concerns in mind, namely quality of life and preventative health.
By recognizing this powerful consumer segment, supplement marketers can capitalize on older adults’ demands for independence, more energy, better mental performance and overall healthy aging by offering targeted-health solutions.
References
- U.S Census Bureau. The Baby Boom Cohort in the United States: 2012 to 2060. [PDF] Published May 2014. Accessed January 28, 2019.
- de Jongh RT, van Schoor NM, Lips P. Changes in vitamin D endocrinology during aging in adults. Mol Cell Endocrinol. 2017;453:144-150.
- Dawson-Hughes B, Mithal A, Bonjour JP, et al. IOF position statement: vitamin D recommendations for older adults. Osteoporos Int. 2010;21(7):1151-4.
- Stover PJ. Vitamin B12 and older adults. Curr Opin Clin Nutr Metab Care. 2010;13(1):24-27.
- Cawood AL, Elia M, Stratton RJ. Systematic review and meta-analysis of the effects of high protein oral nutritional supplements. Ageing Res Rev. 2012;11(2):278-96.
- Sydenham E, Dangour AD, Lim WS. Omega 3 fatty acid for the prevention of cognitive decline and dementia. Cochrane Database Syst Rev. 2012;13(6):CD005379.
- Yurko-Mauro K, Alexander DD, Van Elswyk ME. Docosahexaenoic acid and adult memory: a systematic review and meta-analysis. PLoS One. 2015;10(3):e0120391.
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I think its important to mention that when formulating for older adults, to consider enhanced flavor. Older adults have lost significant amounts of taste buds and their sense of taste is diminished. They can handle more intense flavors including spices in their food.
When formulating for kids its the opposite. They have all their taste buds intact and flavors come across very strongly. Less flavoring and spices should be used for younger children especially in beverages and sweeteners.
Hi Rachel, very true as with age there tends to be changes in taste. Polypharmacy, which is common among the elderly, can also influences changes in taste.