“To capture this healthy aging market, what we found as we entered this market was that we need to work it into their routine. We need to give them something that they can already take,” Niki Carnell, category strategy manager at Glanbia, told NutraIngredients-USA at the recent SupplySide West 2017 show in Las Vegas.
Two ingredients on exhibit that were designed to target an older population were ProTherma, an agglomerated hydrolyzed whey protein developed to be stable in heat, and SatieTein, a milk protein isolate.
A whole bottle of protein shake can be overwhelming
“If you think about SatieTein—you don’t have to take much of it but it makes you feel full. It’s a protein that expands in your stomach,” Carnell explained.
By incorporating the ingredient into a smaller beverage portion, Carnell said that the delivery helps alleviate the feeling that a consumer needs to ‘finish a whole bottle’ to feel full.
But while protein shakes may be the favorite supplement and delivery format of Millennials, it’s not necessarily so for older Boomers or the Silent Generation.
“Another thing that we looked at was how do we fit other types of protein into things that they drink all the time or eat all the time. How do we fit it into coffee? How do we fit it into soups? Things that they’re use to already eating,” Carnell said.
The solution Glanbia developed was ProTherma, marketed for inclusion in hot coffees, teas, chocolates, malts, soups, oatmeals, coffee creamers, and coffee pods. The formulation technology ensures that when it is added to hot beverages, the protein is stable and does not form any clumps or sedimention.
“When we think of protein shakes, we think of bodybuilders, that can be overwhelming for them, but they still need to get protein because sarcopenia is such an issue with that demographic,” Carnell said. “So we’ve created this protein that’s stable for heated applications.”