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.

The manifestation of this addiction goes beyond mere obesity something that is widely considered to be a severe public health crisis[ii]. Even among non-obese Americans, researchers are identifying a wave of general malnutrition that is sweeping across country due to addictive snacking habits[iii].

This addiction to snacking is enhanced, ironically, by rather confusing range of so-called diet-friendly foods on market. Some foods that are dubbed “lo-carb” diet-foods are actually causing weight gain among some dieters[iv]. In fact, some “lo-carb” labeled foods are comprised of little more than unhealthy saturated fats and even worse, they have an incredibly high calorie count[v].

Furthermore, many self-professed “lo-carb” foods are dangerously devoid of essential proteins and vitamins. The resulting nutritional shortage often compels dieters – even subconsciously -- to crave stimulating foods of all kinds. These cravings often include what is closest at hand: snacks and other nutritionally bankrupt junk foods.

Snacking is indeed a problem that America must begin resolving within first few years of this 21 century. A real, practical, tangible solution is required now more than ever before, because education and awareness are not enough.

This does not imply that education and awareness aren’t vital allies in fight against snacking and unhealthy eating. Education and awareness have played an important role thus far, and have helped create a number of healthier eating options. Indeed, “lighter fare” choices in restaurants, and occasional granola bar in a vending machine that is otherwise loaded with chocolate bars, are worthy gains that education and awareness have inspired. Yet education and awareness are, in and of themselves, evidently not halting this epidemic addiction to snacking quickly enough.

Adding to problem is that so many of these junk food products are packaged in a way that implies some semblance of nutritional value. Terms like “on go” or “instant meal” or “for busy lifestyles” adorn many packages for foods that are virtually nothing more than glorified snack foods foods that are absolutely not providing vitamins and proteins that a healthy diet requires.

Therefore, a new approach to solving this problem is required one that stems from momentum gained by awareness and education, but delivers a real, tangible product in hands of Americans who want to regain control over what makes them move.