Dr Max Gowland

Sarcopenia

Sarcopenia – The Facts

• 1-2% loss of muscle pa….accelerates

• Muscle weakness – no 1 risk factor for falls

• Low muscle mass related to institutionalisation/mortality rate

• Cost USA ~ $19 Billion pa

BUT can be inhibited…..

RDA + 50%Spreading protein through day

ExerciseL-Leucine, Vit D, K, Mg, Ca, Zn, Folate, Mo Ω3

Resistance training

And there’s Bones…..

Osteoporosis Int Mitchell et al Aug 2015

Osteoporosis-the slow weakener• From our 40s onwards, our bones gradually lose their density as a

natural part of ageing.

• 1/2 women and 1/5 men > 50 in the UK, will break a bone, mainly

because of osteoporosis

• 3 million people in the UK have osteoporosis

• 300,000 ‘fragility’ fractures every year as a result.

• 90,000 fractures of the hip every year

• Osteoporosis has no symptoms.

• The first clue may be seen if you have an X-ray for some other

reason, or you fracture a bone.

And there’s JOINTS too!!

• Wear & Tear of cartilage, bone spurs, inflammation, pain, loss of

movement

• Knees, hip, hand, wrist most common

• Osteo-arthritis is most common

• 50% Americans have Osteoarthritis 60yrs +

• UK- 9 million have sought treatment

• 1/3 adults >45yrs have sought treatment

• Will grow with ageing population

CAN alleviate with exercise and nutrition

And the rest?

Bones

Hearing

Emotion

Weight

Diabetes

Cholesterol

Heart

Energy

Blood Pressure

Brain

ImmuneGut

Health

Vision

Joints

Muscle Mass

Cancers

PRIORITIES DO CHANGE

* Source:Prime Fifty Over 50’s qualitative research, Nov 13

“I think more about my health now than I ever have before.”

“I’ve started running because I know I need to look after myself.”

“I try and keep myself as active as possible.”

BUT WHAT SHOULD BE DONE

* Source: Brand Ignite, Quantitative Research 1,033 consumers,

94% of Over 50’s believe that staying active

is key to a healthy mind and body*

WEIGHT LOSSHEART

ENERGY

MINDSTRONGER

FITTER

FEND OFF

ILLNESS

Feeling Younger For Longer!

More than 9 in 10 think it is IMPORTANT to stay

active, yet only 46% claim to lead active lives

10

0 1.10.56.55.6

46.2

25.7

37.268.2

9.1

0%

20%

40%

60%

80%

100%

Active IMPORTANCE Active LIFESTYLE

5

4

3

2

1

93.9%

46.3%

Q6. How important do you think ‘staying active’ is to maintaining a healthy mind and body?

On a scale of 1-5, where 1 is not important / active at all, and 5 is extremely important / active

Q7. Thinking about your own lifestyle, how active would you say you are nowadays?

n= 1,033

• 68% think it is extremely important to stay active, but just 9% consider themselves to be

extremely active nowadays

STAYING ACTIVE IS HARD

… and it gets harder!

“It just takes longer

to recover.”

“I’m not as strong

as I used to be.”

“I’m more tired

than I ever have been.”

“I’m littered with

aches and pains.”

Fact … not perception.

Less than half

lead a healthy life.** Source: Brand Ignite Quantitative Research, Over 50’s March 2014

STAYING ACTIVE IS HARD… and it gets harder!

Reduced

muscle

tissue

Harder to

be active

Physical

complaints

Less

active

Aching Joints is the primary concern (49%), while

Muscle Wastage is a concern for just 25%

21%25%25%

28%28%

34%34%34%

36%37%

38%38%

41%44%44%

49%

0% 10% 20% 30% 40% 50%

Irregular BLOOD SUGARWasting MUSCLES

Problematic DIGESTIVE systemFeeling less POSITIVE

Reduced IMMUNE systemHigher BLOOD PRESSURE

Rising CHOLESTEROLGetting WEAKER

Weaker BONESEmerging CANCERS

Lower ENERGY levelsUnhealthy HEART

Putting on WEIGHTPoorer VISION / EYES

Losing BRAIN capabilityAching JOINTS

Health Concerns - % Agree (Top 2 box)

Just over half of the population claim to take

nutritional supplements at the moment

14

38.8%

3.7%

9.2%

3.6%

14.6%

30.0%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Yes, daily

Yes, at least once a week

Yes, occasionally

No, but I’m thinking about it

No, but I used to

No, I have never taken any

Supplement Consumption - % Agree

n= 3,059

Q4. Please tell us if you take nutritional supplements (eg vitamins/minerals etc), and if so, how often?

Routed out

Research-Focus Groups +

Quant On Line

Advanced nutritional support tailored for the over 50’s

• Do not see themselves as ‘old’…50 is a number only!

• All understand that nutrition plays a key role here

• Most take supplements, but few understand them

• Most are skeptical re claims and are confused/mixed messages….

• Most would prefer a tailored range, if an over 50’s Brand existed

• Requirement is simplicity, clarity, trust, empathy

• Quality of life is critical and loss of mobility/independence is the most

important goal….keeping active, that’s all

Insight of the over 50

“Lets face facts. We all grow older; I have no problem with that. I look forward to the years I have ahead. Holidays, social

adventures, grandkids, retirement.

I still feel young and do more now that I ever have before. I just don’t want my body to slow me down.

With the right lifestyle I hope I can keep myself in a state that allows me to do all the things I want to do, for many years to

come.”

Musculo-Skeletal Health

EnergyMuscle Health

Bone Health

Healthy Joints

OUR PURPOSEAt Prime Fifty we believe your mature years

can be your very best. More enjoyable and jam packed with memories and experiences

to last a lifetime. And we know that staying active

is the best way to live these years to the full.

Our focus is to make it easier for people to stay or get more active so they can feel

younger, for longer.

Why is Prime Fifty Unique

• Formulated specifically for the over 50’s

• Focused entirely on what over 50’s tell us what they want/need…..STAY ACTIVE….musculo-skeletal

• Diet & Nutrition survey data - used to understand real nutrient deficiencies

• Advice, science, data from range of expert institutions egWHO, Tufts Uni, Linus Pauling Inst, CRN, IADSA

• Nutrients used based on ‘evidenced based science’, not folklore

Why is Prime Fifty Unique

• Optimal requirements for seniors health needs, based on science

• Some nutrients used across whole range that are ‘senior relevant’ eg Vit D, Vit B12/B6, Vit B2,selenium, zinc, folate etc. Mg, Ca,

• Use of special high absorption minerals (bis-glycinates)

• Use of Bioperine- enhances absorption of micronutrients

• Range also addresses muscle health, currently missing from category….combat sarcopenia/ ‘sarcobesity’

• Use of the highest quality protein blends, L-Leucine mTOR

• Lactase enzyme for digestion support esp if intolerant

CREATIVE PLATFORM