I recently celebrated my 64th birthday. For more than 43 years I have raced endurance events. I am the farthest thing from a world-class endurance athlete. However, world-class athletes are few and far between. Therefore, I believe the information I’m going to present in this article will not only be useful for retailers but will also have mass appeal for athletes of all ages and “weekend warriors” everywhere.
Ironically, I began my endurance racing in 1982 at the age of 21 sitting in front of the television. That afternoon, I had my “it” moment. I saw a world-class triathlete, Julie Moss, stagger to the finish line in the 1982 Ironman Triathlon World Championships in Kona, HI. I had never witnessed such determination, drive and a will to succeed. She would not be denied and she changed my world forever.
Fast forward 43-plus years. During this time, two of my greatest passions became exercise and nutrition. I have been very fortunate to work in the natural products industry for the past 35 years. I have also had the great fortune a meeting so many brilliant people along the way which has only fueled my passion for health and wellness. A big part of my journey has been my consumption of protein. And, as we get older, consuming protein becomes increasingly important.
According to a growing consensus among scientists, older adults need to eat more protein-rich foods when losing weight, dealing with a chronic or acute illness, or facing a hospitalization. During these stressful periods, aging bodies process protein less efficiently and need more of it to maintain muscle mass and strength, bone health and other essential physiological functions.
Furthermore, healthy older adults need more protein than when they were younger to help preserve muscle mass. Yet, up to one-third of older adults don’t eat an adequate amount of protein due to reduced appetite, dental issues, impaired taste, swallowing problems and limited financial resources. Combined with a tendency to become more sedentary, this puts older adults at risk of deteriorating muscles, compromised mobility, slower recovery from bouts of illness and the loss of independence.
In fact, according to a Journals of Gerontology 2018 study, older adults who consume more protein are less likely to lose the ability to walk up a flight of stairs, exercise and play with their grandkids. The study followed more than 2,900 seniors over 23 years. Researchers found that those who ate the most protein were 30 percent less likely to become functionally impaired than those who ate the least amount.
The protein market continues to be a strong growth opportunity for retailers, suppliers and marketers. The global protein market size is estimated at $12.15 billion in 2024 and is anticipated to reach around $27.48 billion by 2034, expanding at a CAGR of 8.50 percent from 2024 to 2034. However, gym rats are not the only ones fueling this growth.
According to the National Academy of Medicine, the recommended dietary allowance (RDA) for adults in their 50s and older is 0.8 grams of protein per kilogram of bodyweight. For an adult who weighs 130 pounds, that’s about 47 grams of protein per day. For an adult who weighs 150 pounds, they would ideally need to consume 54 grams of protein per day. And for an older adult who weighs 170 pounds, they would need 61 grams.
According to the USDA’s (U.S. Department of Agriculture) Dietary Guidelines for Americans, 2020-2025, approximately 50 percent of women and 30 percent of men older than 71 fall short of the RDA requirements for protein in their diets.
That said, it remains clear that retailers and e-tailers are now stocking new, innovative and more sustainable protein products. And there are increasing opportunities for alternatives to animal proteins. Whatever the protein of choice, retailers and e-tailers now offer a plethora of protein options to choose from including, among others:
Whey Protein: When it comes to protein supplementation, whey is the definitive leader. It has pushed aside milk-based protein supplements, egg proteins, and soy proteins to totally dominate the field. Why? Because whey has an extremely high biological value ranging from 90-100 for whey concentrate and from 100-150 for whey isolate. It’s also high in branch chain amino acids and is very quickly absorbed.
Casein: If you are looking for a protein that will slowly breakdown over the course of several hours that can be used as a meal replacement, casein is a protein to consider. If you consume casein before bed you will stay anabolic throughout the night and will be able to utilize the protein in your body. Casein takes five to seven hours to fully break down, which keeps your body absorbing and utilizing the nutrients even while you sleep. Another positive to this source of protein is its high glutamine content. Glutamine helps boost the immune system and speeds up recovery.
Egg Protein: At one time, before sophisticated whey processing emerged, eggs were considered the optimum protein supplement. In fact, the whole biological value scale is based on egg protein ranking a benchmark 100.
Hemp Protein: For years the mainstream media has alluded to the health benefits of hemp. First, 65 percent of the total protein content of hemp seed comes from the globular protein edestin, which is easily digested, absorbed, and utilized by the human body. Additionally, the hemp seed is loaded with omega-3 and omega-6 essential fatty acids that have significant cardiovascular and anti-inflammatory benefits. Hemp seeds can be used in protein powders, milk, butter and even soap.
Hydrolyzed Protein: This is the highest quality of protein available. It provides highly absorbable peptides that can have a great anabolic effect. Hydrolyzed protein is also much better on the digestive system compared to whey concentrates.
Milk Protein Isolates: Contains both casein and whey proteins. Milk protein isolates are loaded with amino acids. This type of protein is mostly used in protein blend formulas.
Pea Protein: Sadly, when it comes to perception, many people struggle with the idea of peas as a protein source. Truth be told, pea protein has a very mild, pleasantly sweet taste. It’s one of the better tasting proteins. Pea protein is the concentrated natural protein fraction of yellow peas.
Soy Protein: A good source of protein for those looking for a vegetarian source of protein. Soy is rich in glutamine, arginine (vasodilation), and branched chain amino acids (recovery). Soy contains isoflavones, which supports healthy cholesterol levels. It has also been found to boost thyroid hormone output. By doing so, it speeds up the metabolism which aids in fat loss.
Spirulina: This is one of the great super foods. It is approximately 65 to 71 percent complete protein in its natural state. This is higher than virtually any other unprocessed food. Unlike most other forms of protein, the protein in spirulina is 85-95 percent digestible. Finally, since spirulina has no cellulose in its cell walls, it is extremely easy for the body to break down. In fact, its amino acids are delivered to the body for almost instant absorption.
The industry is also seeing newly available sources of protein being derived from ingredients commonly used for other nutrients. Protein from potatoes, mushrooms and fruits have burst onto the scene over the past few years.
Another recent entry into the protein space is lupin protein. Seeds of various species of lupins have been used as food for more than 6,000 years, but they have never been accorded the same status as soybeans or other pulse crops. Lupin is gluten-free, can act as a prebiotic, is non-GMO (genetically modified organism) and high in protein content (approximately 40 percent).
While nuts have long been recognized for high protein and other nutritional benefits, other plants that offer value-added protein benefits include grains and seeds. For example, quinoa has a complete amino acid profile and is non-allergenic, non-GMO and gluten free. Oats are low in gluten and high in soluble dietary fiber. Flax is known for its healthy fats and fiber, but it is also a legitimate protein source.
All indications point to continued big time opportunities for retailers and e-tailers, protein suppliers and marketers. Both athletes and the average older adult need protein to repair cells and make new cells. Additionally, protein is very important for the growth and development in children, teens, and pregnant women. Protein is a true building block for all ages and demographics and will continue to generate healthy revenues for suppliers and marketers alike.VR
Mark Becker is a Senior Account Executive for Vivion LLC, a raw materials distributor, based in Gardena, CA. He has worked as a natural products sales and marketing executive for 30 years. Mark has written more than 300 articles and has hosted or been a guest on more than 500 radio shows. He obtained a bachelor’s in journalism from Long Beach State University and did his Master’s work in communications at Cal State Fullerton. For more than 35 years he has participated in numerous endurance events, including more than 150 triathlons of Olympic distance or longer, 103 marathons and numerous other events including ultramarathons and rough water swims from Alcatraz to the mainland. He has relied on a comprehensive dietary supplement regimen to support his athletic, professional and personal endeavors. For more information, access www.Vivion.com or www.AlliedBionutrition.com.