Transcript
Dr Max Gowland PhD
Ageing and Musculo-Skeletal
Health
Why the Over 50s DO
Need to Supplement
PhD Amino Acids, Antibiotics
Head of Global R&D ( Reckitt Benckiser)
Chief Innovation Officer ( Jeyes Group)
Managing Director (PhD Nutrition)
My Journey so Far
BUT………What about the over 50s?
‘Life Years’ vs ‘Healthy years’ (at 65yrs old)
Life Expectancy 21 years
• Life with Activity 11 years
• Life without Chronic 7 years Morbidity
BUT
So, what do we need to Stay Active?
MuscleQualityand Ageing
Over 50…and Inactive??!! (Older v Younger)
YOUNG28 DAYS
Over 50…and Inactive??!! (Older v Younger)
10d Bedrest~ 15% loss of muscle strength~ > 1kg muscle mass
YOUNG28 DAYS
OLDER
10 DAYS
Osteoporosis-the “slow weakener”
30+yrs ……. Loss of Bone density
50% women >50yrsOsteoporosis
20% men >50yrsOsteoporosis
3 Million have osteoporosis
300,000 ‘Fragility’ fractures every year
90,000 hip fractures Every year
No symptoms Clue may be repeated
fractures
X-ray may discover DEXA scan will reveal Hip fractures-NOT a great outcome….!
Hip FracturesNot a good prognosis!
• Only 25% of hip fracture victims ever regain their former level of independence
• 27% will be dead one year after the hip fracture
Panula et al. BMC Musculoskeletal Disorders 2011, 12:105
And Joints too…..
• 8 million have osteo-arthritis
• 50% adults > 50yrs have
sought treatment
• Growing with ageing
population…..
How to Combat these?..........Exercise & NUTRITION
Aren’t we getting all we need in our Diet?
NO!!
Back to Basics……Diet & Nutrition Studies
Older Adults
Vitamin B2
Vitamin B6
Vitamin B12
Vitamin C
Vitamin D
Vitamin E
Folic
acid
Calcium
Copper
Magnesium
Potassium
Zinc
0
10
20
30
40
50
60
70
80
90
100
% Over 50s NOT Getting RDA
MicroNutrient
%% NOT Getting RDA!
Over 50s need MORE protein too!
RDA Protein
60g
100gProtAge Study J.Am Med Dir Assoc 2013,Bauer et al, 1-18
Old WHO standard
Latest SCIENCE!
How do I eat 90-100gms Protein?!
OR
And now….What Over-50s Told Us…..
SIX Focus Groups
1000 Over 50s On Line Research
“I just want to stay active, mobile, independent and keep doing the things I love doing”….
Energy Muscle Health
Bone Health
Healthy Joints
Ultra solubles Absorption
Vit D Bone,Muscle,Immune
Vit E / Selenium/ GSE Inflammation
Vit C Collagen
Riboflavin Energy, Brain, Blood
Vit B6/B12/Folate Cardio/Brain
Chromium Sugar management
Zinc Immune, Bone,Vision
Additional ‘Healthy Ageing’ BlendALL products!!
Competition? Multi Vitamins Single Dose Vitamins Single Dose Minerals Herbals Over 50s Multi’s Own Label Multis & Singles Fish and Krill Oils
1/ NO TARGETED RANGE SUPPLEMENTS FOR 0VER 50s
2/ NO MUSCULO-SKELETAL HEALTH RANGE
What the Experts Say
“Prime Fifty is the only brand that incorporates the latest
scientific knowledge surrounding the ageing process “
Prime Fifty is the only product range on the market focused solely on the needs of adults
over the age of 50
“Prime Fifty is the first nutritional supplement geared
towards supporting the changing demands of
ageing muscles”
Christine Bailey, MSc (Award Winning Nutritionist, Chef and Author)
Dr Leigh Breen, PhD (Centre for Musculo-skeletal Ageing, Univ Birmingham)
Liz Wells, BSc, PgDip, MSc, RD.(Advanced Research Dietitian)
Sales Listings
FUTURE??
Greater Dist in: Well Indep Pharmacies Waitrose QVC Sainsbury
Sales from Website with PPC
Export- Middle East
Gym Chains, Spas, Care etc
NPD Pipeline
In Closing….. ONLY Brand/Company focused 100% on the over 50s nutrition Only ‘targeted’ products for over 50s…..not just a multivit! Focused on musculo-skeletal health- the KEY to healthy ageing Optimal Intakes of nutrients Enhanced nutrient absorption Quality products made to GMP in UK, EFSA compliant Additional NPD products in pipeline for early 2017 too In Wholesale, Grocery, Pharmacy and now QVC TV ! Still small scale (sales< £100K), but HUGE potential
Looking for investment or JV Aim is to sell 3-5 years
CREATIVE PLATFORM
www.primefifty.co.uk
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