Demand for dairy driven by aging population - as well

The following report was printed in today's Dominion Post and makes interesting reading.  We often relate the growing demand for dairy to population growth and growing middle classes but most commentary doesn't include the additional demand to come from a growing elderly population.  As pointed out in the article, maintaining muscle mass is important to health in the elderly - whilst exercise is important protein intake is also critical.  As people get older their red meat consumption declines; dairy protein is very well placed to pick up the deficit.

Fonterra pushes protein message

Fonterra told the Food Ingredients Europe exhibition in Paris today that the Chinese had the highest consumer awareness of decline in muscle mass associated with ageing.

A study of 4000 consumers who were healthy and aged between 40 and 75 in the United States, Germany, France and China showed Chinese consumers were aware and concerned about the need to increase protein intake, unlike Germans, who saw less need to be pro-active in pursuing a healthier lifestyle.

Fonterra European general manager Koert Liekelema told the exhibition the findings had important implications for countries with ageing populations, such as Europe's.

By 2050, it is estimated that more than 2 billion people will be over 60, Liekelema said.

''We know from the European Food Safety Authority that the overall daily intake of dietary protein in Europe exceeds current recommendations. However this conceals a pattern of intake in adults and particularly older adults that may be below the amount needed to maintain optimal muscle mass.''

Three in four 40-75 year old Chinese of mid to high income said they were willing to buy food with higher protein.

Americans had comparatively low levels of awareness of muscle mass loss, which is known as sarcopenia, but one in two would adjust their diet on becoming aware of the condition and 60 per cent were willing to buy food with higher protein.

There was low awareness of sarcopenia among the French, with only one in three aware of the condition prepared to do anything about it.

The Germans had an ''extremely low'' awareness of the condition and appeared reluctant to take health conditions into consideration in diets generally, the research showed.

Only one in four German consumers were willing to buy higher protein foods.