While America has given birth to
song “Young at Heart”, and
phrase “you’re as young as you feel!” can be heard from coast to coast by millions of people, demographic trend point firmly toward
other direction: aging.Currently,
65+ population comprises slightly more than 12% (35 million) of
total US population. By 2030, this percentage is predicted to almost double to just below 20% (71 million)[i]. In other words, within a generation, an unprecedented demographic reality will exist in
US: 1 in 5 Americans will be older than 65.
This is indeed news worth celebrating, because it means that more Americans are living longer, healthier lives than ever before. Yet this trend also presents some very real health-related problems that American society must solve.
Various sectors are frenetically trying to position themselves to deal with this aging demographic inevitability. The dental care field is loudly lobbying to increase awareness and resource-support for age-related ailments such as defective denture and reduced saliva-flow conditions[ii]. At
same time,
allied health care field is similarly trying – and admittedly struggling -- to develop
immense resources, such as many more doctors and nurses, who will somehow absorb
imminent and overwhelming old age-related demand for surgical procedures and other health care commodities[iii].
Yet while
dental and health sectors strive to adjust to this demographic trend,
nutritional sector has not kept pace. A quick look at any health food store shelf will see energy bars and powders that are (according to their marketing images) suitable only for high-performance (e.g. young) consumers. Similarly,
nutrition sector has not done a good job at destroying
myth that macronutrients such as protein are essential parts of all healthy diets – regardless of age.
The nutrition sector’s general neglect of
senior community is something that is just barely beginning to show as
population ages, and as
“baby boomer” generation of 76 million strong moves towards retirement[iv]. However, it is inevitable that this service gap will become larger as
future unfolds. Essentially, tens of millions of seniors are going to need to find new and innovative nutrition solutions possibly for
first time in their lives.
The prospects that face a 65-year-old searching for a nutrition solution are in some ways much
same as those facing a 25-year-old: there are an array of promised solutions on
market, including energy bars, drinks, and supplements.
However, this is where
similarities between
average 65-year-old and 25-year-old end because while
latter may be able to get away with experimenting,
former cannot. In other words, a 25-year-old consumer may add energy bars to their eating regimen and realize in a few months that they’re really eating glorified, calorie-rich candy bars. A 65-year-old consumer does not have that same luxury to try, and possibly err, when it comes to making nutritional choices. His or her choices must be wise and relevant from
start, particularly since older people tend to suffer from diminished appetite, and often have poorer access to balanced nutrition than their younger counterparts.