The benefits of whey protein powder on muscle growth and recovery are well established, with research showing that an amino acid found in whey (leucine) stimulates muscle protein synthesis and promotes strength.
As muscle mass naturally declines with age, many older adults are at risk of sarcopenia. The risk of sarcopenia is influenced by factors such as reduced physical activity and poor nutrition, with research suggesting that up to 46% of older adults do not consume enough protein.
Protein supplements can therefore be an effective intervention to prevent muscle wasting in older adults, particularly when combined with resistance training. However, recent research has found that the benefits may extend far beyond muscle health.
Benefits of protein supplementation for older adults
According to a study published recently in the American Journal of Clinical Nutrition, whey protein powder fortified with B vitamins and taurine may improve cognition in older adults with mild cognitive impairment.
Those in the protein group also saw increased muscle mass following the 12-month intervention, suggesting a potentially synergistic effect.
The results also indicated that whey protein fortified with vitamins holds the potential to target other disease areas, as dietitian Dr. Carrie Ruxton told NutraIngredients.
“There was evidence of slight weight gain with the protein powder as well as an improvement in blood levels of vitamin B and a lowering of homocysteine—a marker which indicates low B vitamin status and is associated with cardiovascular disease risk,” she explained.
A number of studies have assessed the benefits of whey protein on cardiovascular risk, with one meta-analysis finding that of four types of high-quality protein, whey ranked top for improving cardiometabolic health in hypertensive or overweight individuals.
A daily dose of whey protein powder has also been shown to moderate blood sugar, promote immunity and reduce inflammation.
The protein market
According to market research data from Mordor Intelligence, the UK dominates the European whey protein market, holding approximately 16% of the market share in 2024.
And while the primary consumers in the UK are individuals between the ages of 18 and 35 who engage in fitness activities (according to e-commerce company Alibaba), there is also a growing segment of older adults who are incorporating protein supplements into their diets to support muscle maintenance and overall health.
“Manufacturers are missing a trick by marketing high protein foods mostly to young adults and those taking part in resistance training,” said Dr. Ruxton. “Studies show older adults can benefit from higher protein intakes as this preserves muscle mass, helps to prevent frailty and preserves cognitive function.”
And as the research landscape continues to evolve, Simon Jurkiw, product director at protein retailer Bulk, predicts that new trends and product-positioning strategies will begin to emerge.
“Positioning protein products directly for older adults will become more commonplace as a way of maintaining muscle mass. It is more likely that new brands or sub-brands will emerge to effectively target an older demographic,” he said, explaining that Bulk is starting to see a shift in customer demographics.
“This shift is two-fold,” he said. “There is a natural evolution where those who were brought into the whey protein category 10 to 20 years ago are now becoming older adults. Secondarily, the emerging research and more mainstream acceptance of protein is bringing more older adults into the whey protein category.”
Product innovation opportunities
While the industry can expect to see new products come to market in coming years, particularly if the link between protein and cognitive function becomes well established, there are obstacles from a regulatory perspective, Jurkiw explained.
“It is a challenge to make specific claims on certain populations without the corresponding health claims,” he said. “For example, there are no permissible claims linking protein and cognition.
“With increased research on whey protein and cognition, I expect to see more product innovation in this area. Potentially combining whey protein with recognized cognitive ingredients alongside vitamins and minerals to provide a cognitive health claim.”
How much protein do we really need?
In order for this supplement to make waves in the older adult market, the first hurdles to tackle are protein guidelines and reference intakes, Dr. Ruxton said.
“Protein recommendations across many European countries are highly conservative and are based on out-of-date average body weights,” she explained. “In the UK, the long-standing advice for women to eat 45 g a day of protein was based on an average body weight of 60 kg but, these days, women weigh 73 kg on average,” she explained.
Dr. Ruxton added that it is also important to consider the differing needs of sedentary people and active people, who typically need more protein for muscle growth and recovery.
“Current protein recommendations are modeled on the requirements of sedentary people,” she said. “The American College of Sports Medicine states that people who regularly exercise need 1.2 to 2.0 g/kg body weight daily. Going back to our 70 kg woman, who may be going to the gym a few times a week, that would amount to a minimum of 84 g of protein daily—70% higher than the official recommendation. If we want to encourage people to exercise, surely we need to promote higher protein intakes to fuel this.”
However, consuming high volumes of protein-rich foods can be difficult for older adults who often see their appetites dwindle in their later years.
“If people can’t consume enough from natural foods, then protein powders and bars are a convenient top up,” Dr. Ruxton said.