Arla Foods Ingredients has launched Nutrilac® Ageless, a new whey protein + calcium ingredient that will enable dairy companies to create yoghurts and desserts for active seniors who reject the idea that they are ‘old’. Significantly, shoppers aged 50 to 64 spend 50% more on food and drink to maintain good health than the under 30s, highlighting the strong commercial potential that older people represent.

Kasia Kandulski Lindegaard, marketing and business development manager at Arla Foods Ingredients, said: “Nutrilac® Ageless gives dairy companies the key to this profitable market. Research shows that 81% of consumers understand the value of protein in their diet, and awareness of the importance of calcium to maintain healthy bones is also very high. This means manufacturers will already be pushing at an open door when they market high protein and calcium products based on Nutrilac® Ageless.”

The secret to success, says Kasia, is to create products that don’t make senior consumers feel like they are elderly: “Older consumers value highly nutritious products in small portion sizes, because they tend to eat smaller portions and less often than younger people. However, it’s important not to overplay that a product is aimed at seniors. Instead, dairy companies should focus on the benefits of the product which, in the case of Nutrilac® Ageless, will really resonate with shoppers of advancing years, because it offers them more of the key nutrients they really need in a product type and format they already enjoy eating.”