A new industry for New Zealand? Pāmu’s deer milk to be investigated for healthy aging

10 Jun 2021 --- Deer milk might be able to help support a healthy lifestyle and improve the general nutrition of senior populations, according to Pāmu. 

The New Zealand-based company is now teaming up with Massey University to further investigate this, propelled by a NZ$244,000 (US$175,244) grant from High Value Nutrition (HVN) Ko Ngā Kai Whai Painga, which is the New Zealand National Science Challenge.

Deer milk has a significantly higher protein content compared to cow’s milk with a different protein to fat ratio. It naturally contains vitamins and minerals that support skeletal and immune health, with additional minor components possessing anti-inflammatory effects.

“The research findings from this project will add to the existing dossier of scientific evidence for Pāmu deer milk. They will be fundamental to commercialize a finished product that could underpin a new industry in New Zealand,” says Joanne Todd, challenge director of HVN.

While Pāmu deer milk has been commercialized in a number of markets and categories, it remains a niche high-value ingredient, Hamish Glendinning, business lead deer milk for Pāmu, tells NutritionInsight.

It is currently sold to restaurants in New Zealand, Australia and Hong Kong, as well as used in personal care products throughout Korea. It will also soon be available to consumers directly from Pāmu’s website.Pāmu’s deer milk is spray dried into a powder to allow for exports and year-round supply. 

A rich and creamy experience
Consumers are naturally curious when they hear about deer milk, says Glendinning. “Once they try and experience the superior sensory attributes, any reservations are soon gone.” 

“Unlike other animal milks, it has a mild flavor and is not gamey-tasting at all. Given the high fat and protein content, it is very rich and creamy. It is also lower in lactose than other commercially available milks.”

The deer are milked with similar equipment to what is used in a cow, sheep or goat parlor. However, the short milking window means that the deer milk is then spray dried into a powder, which also allows it to be exported.

“One of the biggest challenges is selecting animals on milk yields. We are still working to understand the genetic markers of milk production in deer.”

Focus on Asia
The clinical trial will have a focus on Asian ethnicity where recruitment allows for it as Pāmu is focusing on China and southeast Asian markets for product commercialization.

“Many parts of Asia have a strong affinity with deer, which makes for faster consumer adoption of deer milk. In China, there is reference to the use of deer milk for healing centuries ago,” says Glendinning.

He continues that Asia’s elderly population is projected to reach over 900 million by the middle of this century, making it one of the oldest regions in the world.

“A growing middle class in the Asia region should translate into a wealthy aging population in the years to come.”

Other players across the nutrition industry have also been eyeing the Asian market. At February’s Vitafoods Asia Digital Week, exhibitors flagged major investment opportunities amid diverse market conditions. 

However, industry experts recently shared that China’s new three-child policy is unlikely to lead to volume growth in infant nutrition, despite steady value growth.Pāmu is focusing on China and southeast Asian markets for product commercialization.

“Clear opportunity”
Muscle mass declines after 50 and older adults become prone to arthritis, according to co-principal investigator and nutritionist, Professor Pamela von Hurst.

“This shows potential for older adults to gain considerable benefit from the increased protein and anti-inflammatory properties of Pāmu deer milk,” she says. 

The project involves a randomized comparison trial recruiting 120 community-dwelling women over the age of 65 with a low to normal BMI. Participants will consume either 200 mL deer milk or a commercial oral nutrition supplement daily for ten weeks.

“Pāmu sees a clear market opportunity in the healthy aging space, providing a natural and great-tasting nutritional solution,” concludes Todd. 

Pāmu is the brand name for Landcorp, a state-owned enterprise. It is also the Māori word ‘to farm,’ and some farms will eventually return to iwi ownership as part of the Treaty of Waitangi settlements.

By Katherine Durrell