Muscle, bone, joint care: Chinese sports nutrition firm CPT sees opportunities in elderly market

By Tingmin Koe contact

- Last updated on GMT

China's sports nutrition firm CPT has launched new products aimed at the elderly. ©CPT
China's sports nutrition firm CPT has launched new products aimed at the elderly. ©CPT

Related tags: China, Sports nutrition, elderly food

Chinese sports nutrition firm Competitor (CPT) has launched three new products catered to active seniors’ lifestyles.

The new products are Zhenxi, a collagen powder sachet for joint health and endurance exercise, and Jianjifen, a protein powder sachet containing concentrated and isolated whey protein for supporting speed-related exercises. 

The company said that the products were developed based on the seniors’ demand for muscle, bone, and joint strengthening supplements. 

It also launched a third product, Guwei – a blend of calcium, magnesium, and vitamin D. 

Muscle loss and a higher risk of osteoporosis are key factors affecting the elderly’s ability to exercise. 

According to a study completed by the Chinese Center for Disease Control and Prevention (CCDCP) in 2018, about 32% of the elderly over 65 years old were suffering from osteoporosis. 

The company added that sarcopenia amongst the middle-aged and elderly populations was a research focus for its chief scientific expert Professor Yang Zeyi, who is also the VP of the Chinese Sports Nutrition & Food Society (CSNFS).

Against the backdrop, the company said that product innovation for the middle-aged and elderly consumers has now become an “important R&D area”.​ 

In the same vein, data from Tmall​ showed that the middle-aged and elderly nutrition market presents good growth opportunities since they were the biggest health foods spenders last year.

An interesting trend is their growing interest in goat milk and camel milk powder. 

A tie-up 

Other than product launches, CPT also introduced a five-in-one service to complement its elderly sports nutrition products.

The five-in-one service includes a check on the user’s health and stamina status, health management, body movement analysis, providing appropriate exercise and diet recommendations, and education. 

Some of the health conditions assessed include sarcopenia, osteoporosis, the risk of falling and diabetes, the state of coronary health, weight, and amount of body fat.  

The firm has conducted an assessment on more than 10,000 middle-aged and elderly consumers (age 45 to 75) across China till date, which it believes has provided strong data for future product innovation. 

CPT moved into the general nutrition space 10 years ago building on its foundation in protein powder. 

Since Sydney Olympics 2000, the firm’s sports nutrition products have also been used by the national athletes, including the figure skating, track-and-field, and table tennis teams. 

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