As global life expectancy rises and healthspan becomes a priority, maintaining muscle mass and function is emerging as a cornerstone of successful aging.
For adults over 50, sarcopenia – age-related muscle loss – presents a growing risk to independence and quality of life. Despite rising awareness, consumers continue to approach mobility reactively rather than proactively, often waiting for symptoms like fatigue or frailty before addressing muscle health.
This mindset, however, is beginning to shift. Two newly published scientific reviews have solidified the role of HMB (beta-hydroxy-beta-methylbutyrate) as a clinically supported and efficacious ingredient for muscle health. Long considered a supplement for athletic performance, HMB has secured its place as a targeted intervention for the aging population.
Innovation means staying ahead of the curve while also ensuring the science stands behind the story. HMB is no longer just a promising ingredient – it’s a proven solution for one of the most pressing health challenges of our time: preserving muscle and quality of life as we age.
What science shows: Meta-analysis and global consensus
A landmark meta-analysis published in Frontiers in Nutrition analyzed 21 randomized controlled trials involving 1,935 participants aged 50 and older.¹ It concluded that HMB supplementation significantly improves muscle mass, strength, and physical function. The most pronounced effects were observed with a 3 g/day dose over 12 weeks or more.
Notably, benefits extended to both muscle quantity and function, as measured by improvements in lean mass, handgrip strength, and gait speed.
A second comprehensive review, featured in Nutrients, highlighted HMB as a key nutritional strategy for preventing and treating sarcopenia.² With sarcopenia now recognized as a disease under the ICD-10 code M62.84, there is increasing urgency to identify interventions that not only prevent decline but also restore function.
Researchers emphasize that achieving the clinically effective dose of HMB through diet alone is nearly impossible, underscoring the need for supplementation to reach therapeutic levels.
These findings offer clear and practical guidance for healthcare providers and formulators: consistent supplementation with 3g of HMB per day, ideally in combination with resistance training, delivers measurable benefits to muscle health in older adults.
Bridging the gap between science and consumer behavior
Despite this compelling evidence, there remains a disconnect between consumer awareness and action. Recent global and regional reports show that only 42% of consumers in Asia-Pacific and 45% globally express interest in mobility health products when not experiencing symptoms.³ Across North America, Europe, and Asia-Pacific, satisfaction with muscle health remains low – just 36% in Asia-Pacific and 46% in Europe report being satisfied.
This gap is fueled by a belief that mobility decline is an inevitable part of aging. In fact, most consumers surveyed attribute declining mobility to aging, inactivity, and poor posture, reinforcing the narrative that these issues are out of their control. However, many also recognize that poor mobility impacts long-term health outcomes, including immunity, heart health, and cognitive function.
Now is the time for brands to elevate the conversation and position HMB as a proactive solution – not just a response to decline, but a tool for preserving independence and vitality.
The opportunity ahead: Supporting strength, mobility, and quality of life
HMB’s dual mechanism – stimulating muscle protein synthesis while reducing muscle breakdown – makes it uniquely effective in supporting healthy aging. In clinical settings, consistent HMB supplementation has been shown to:
- Improve muscle mass and strength in adults over 50
- Enhance performance on physical function tests (e.g. chair stand, gait speed)
- Reduce muscle loss during inactivity or illness
- Support faster recovery from surgery or physical stress
Beyond improvements in muscle function, enhanced strength and endurance from HMB supplementation may help reduce fatigue during daily activities, supporting independence and quality of life in aging populations. With sarcopenia now a diagnosable condition and consumer expectations shifting toward lifelong health, the need for well-researched, low-burden interventions is more critical than ever.
The 50-plus demographic is rapidly expanding and represents one of the most engaged segments when it comes to health and wellness. While only a fraction currently prioritizes muscle health, the right combination of education, clinical credibility, and product innovation can unlock significant market potential.
For formulators and brands, myHMB from TSI Group offers a powerful, IP-protected solution that meets consumer demand for science-backed, easy-to-use supplements that support real outcomes. With strong efficacy and decades of research behind it, myHMB fits seamlessly into capsules, powders, protein RTDs and other functional beverages as well as various effervescent delivery forms.
As we look to the future, it is clear that muscle health will be a defining metric of healthy aging. HMB stands ready to meet this challenge – not just as a supplement, but as a science-backed strategy for longevity and vitality.
References
1. Nan L.; et al. Effects of oral supplementation of β -hydroxy-β -methylbutyrate on muscle mass and strength in individuals over the age of 50: a meta-analysis. Front. Nutr., 2025. Vol 12.
2. Barone, M.; et al. An Overview of Sarcopenia: Focusing on Nutritional Treatment Approaches. Nutrients. 2025. 17(7):1237.
3. FMCG Gurus (2024). Global Mobility Health Reports (Asia-Pacific, Europe, North America).
