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Tuesday, June 17, 2014

The effect of Sarcopenia is something all marketers should understand

Sarcopenia is the loss of skeletal muscle mass and function with age.

Estimates for the total decline in the muscle mass between the ages of 40 and 80 years range from 30% to 50% and the annual decline in functional capacity is around 1–2% after the age of 50 increasing to as much as 3% after the age of 60.

Food products that can delay/reduce this problem will be big business. That is a certainty.

Something that will be of major importance to all marketers is the impact of muscle loss on the factors that determine the customer experience. Kim Walker and I wrote about this in Marketing to the Ageing Consumer. If you want to read the gory details then have a look at this academic paper. Dick Stroud

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