Healthy aging: 70% of people consider themselves proactive in managing their own health

Aging is no longer seen merely as a stage of life, but has also become an active consumer goal. A global NielsenIQ (NIQ) survey of nearly 19,000 consumers in 19 countries found that 70% of people consider themselves proactive in managing their own health, while 57% say they prioritize “healthy aging” more today than they did five years ago. The impact is already being felt in consumers’ spending: more than half (55%) of respondents say they are willing to spend over US$100 a month on nutrition, self-care, and physical and mental health.

The data, released in 2025, remains relevant and helps explain a broader movement: people are seeking to understand what it means to age with quality of life. In this equation, nutrition stands out as one of the pillars most studied by science.

What changes in the body over the years

For the Pan American Health Organization (PAHO/WHO), healthy aging is the process of developing and maintaining the functional ability that enables well-being in old age — not simply the absence of disease. This ability depends directly on how the body is maintained over the years, particularly in relation to muscle mass.

This is where sarcopenia comes in: the age-related, progressive loss of muscle mass and strength, recognized as a disease by the World Health Organization (WHO) since 2016. According to Hospital Sírio-Libanês, this process begins subtly at around age 40 and accelerates after 60, directly affecting mobility, independence, and quality of life.

The good news is that sarcopenia is not an inevitable sentence. According to CNN Brasil, it can be prevented or delayed through consistent lifestyle habits. Nutrition is at the center of this strategy, alongside factors such as physical activity, sleep, and regular medical care.

Protein: the key component of a balanced diet after 40

Among the nutrients associated with muscle maintenance, protein plays a central role. The recommended amount, however, changes with age. While a healthy adult typically needs around 0.8 to 1 gram of protein per kilogram of body weight per day, Hospital Sírio-Libanês explains that this need can reach 1.2 grams per kilogram in older people and up to 1.5 grams per kilogram in cases of sarcopenia or other chronic conditions, since the body becomes less efficient at synthesizing muscle protein as people age.

This relationship is supported by scientific evidence. A review of studies published in the International Journal of Environmental Research and Public Health analyzed data from 3,353 older adults, with an average age of approximately 73, and found that those with sarcopenia consumed significantly less protein than participants without the condition.

In other words, including quality protein sources in daily meals — meat, eggs, legumes, and dairy products, for example — is not merely an occasional dietary choice, but part of a long-term strategy to preserve independence and mobility in the decades ahead.

Small habits, big results

Given this scenario, turning the intention to “age well” into a daily practice involves simple but consistent choices:

• Distribute protein throughout the day: rather than concentrating it in a single meal, consuming it at breakfast, lunch, and dinner promotes better absorption of nutrients by the body.

• Combine a balanced diet with regular physical activity: muscle stimulation enhances the effect of the protein consumed.

• Pay attention to hydration and complementary nutrients: calcium and vitamin D also influence muscle and bone health.

• Seek individualized nutritional guidance: especially after age 40, the body’s needs begin to change, requiring special attention.

Ultimately, the NIQ data offers a snapshot of a broader movement: living longer is no longer the only goal — increasingly, people want to live longer and live well. And this is precisely where a balanced diet, with special attention to protein, establishes itself not as a trend, but as a structural part of any serious healthy-aging strategy.