Nutrition Survey Points to Growing Market for Protein-Fortified Foods

The top four roles cited for protein in the diet of the over 50s were correctly identified as: supporting the immune system (selected by 51%), guarding against osteoporosis and bone fractures (47%), helping prevent muscle wastage (46%) and protecting lean tissues and muscles (46%).

16 Feb 2010 --- A UK national survey conducted last month shows that over 20% of the nation recognise that adults aged over 50 need more protein in their diet compared with those in their prime.

The top four roles cited for protein in the diet of the over 50s were correctly identified as: supporting the immune system (selected by 51%), guarding against osteoporosis and bone fractures (47%), helping prevent muscle wastage (46%) and protecting lean tissues and muscles (46%).

Sponsored by Volac, suppliers of nutritional whey protein to the food and beverage industry, the survey of 2000 adults conducted by the independent researcher ICM sought to discover people’s attitudes towards protein in the diet and protein-fortified foods, particularly in relation to the over 50s market segment.  ICM interviewed a random sample of adults aged 18+ in GB from its online panel between 8th-10th Jan 2010.  Surveys were conducted across the country and the results have been weighted to the profile of all adults.  43% of the sample were aged 50 or above.

Mark Neville, Head of Lifestyle Ingredients for Volac said:  “The survey indicates some interesting market niches that are beginning to emerge for protein-fortified foods, including the senior nutrition segment.  With their high absorption rate, easy digestibility, versatility and palatability, Volactive nutritional whey proteins are well positioned to meet this demand.”

The survey revealed some wider food trends relating to all demographic groups.  Britain remains largely a carnivorous nation, yet a change in habits has already begun for some.  In the last five years, 12% of respondents said they had changed their diet to include more non-meat sources of protein than they previously consumed.  These ‘flexitarians’ are in addition to the estimated three million committed vegetarians in the population - approximately 5% of the nation. 

The main reason given for making the change to include more vegetarian sources of protein was cited as weight management, closely followed by cost concerns.  However, around a third of those currently changing their diet cited environmental or climate change concerns and / or vegetarian principles as their main motive. 

Women were found to be almost twice as likely as men to seek meat-free forms of protein (16% versus 9%).  Young adults aged between 25 and 34 were among the most active adopters of vegetarian meals (17%), followed by the 45-54 year old age segment (15%). 

People who were more likely to look for meat alternatives had different reasons for doing so.  For instance, the majority of the younger age group of 18-24 year olds (51%) were more likely to espouse vegetarian ethics, whilst the majority of an older age group of 35-44 year olds (53%) was primarily concerned with shedding excess weight.

The survey also highlighted a significant younger group of nutritionally-aware adults in their 20s and 30s who are concerned with body composition and protecting lean tissues and muscles through increasing their consumption of high quality vegetarian proteins. 

When it comes to the types of manufactured food offering the best alternative protein sources to meat, protein-fortified vegetarian meals scored highest, followed by cereals and cereal bars, with soups in third place.  However, a staggering 36% of respondents could not think of a suitable alternative to meat as a protein source in the diet, suggesting the need for education into the various available alternatives. 

Neville concludes:  “Overall, the findings of our survey suggest that there is a growing opportunity for food manufacturers to educate certain consumer groups, including the over 50s, about the benefits of consuming high quality, low fat and highly digestible proteins. It has highlighted some important lifestyle issues which food and beverage manufacturers should be addressing now with their new product development programmes.

“Volactive nutritional whey proteins are ideal for this market as they are easy to incorporate into familiar healthy snacks such as cereal bars, and they also provide a versatile high quality protein source for developing exciting new food and drink concepts with a strong nutritional profile.”