Protein power shift: Rising life expectancy prompts focus on protein; Nutritional awareness crucial for healthier ageing post-40

By Dr Shantanu Das, Vice President & Head of Food Sciences, ITC Ltd

Ageing isn’t what it used to look like. With life expectancy rising, the focus has quietly shifted, from simply living longer to living better. More energy, more mobility, more control over how those years feel.

Life after 40, in particular, has taken on a new rhythm. People are not slowing down, they’re paying closer attention. Fitness routines are sharper, health check-ins more regular, and food, increasingly, is where that awareness lands.

Because if there’s one relationship that begins to matter more in your 40s, it’s the one with what’s on your plate.

Nutrition moves from being a background habit to something far more intentional. A balanced diet becomes a given, but beyond that, protein starts to take centre stage. Without enough of it, the body begins to lose muscle mass over time, affecting strength, mobility and overall energy.

For the longest time, protein sat in a very specific corner, athletes, bodybuilders, growing kids. Now, that definition is expanding. It’s being recognised as essential across life stages, especially for those stepping into their 40s and beyond, where maintaining strength becomes just as important as building it.

Why protein starts to matter more

A large part of the gap comes down to how we eat. Traditional Indian meals are often cereal-heavy, designed around satiety rather than functional nutrition. While they deliver energy, they don’t always meet protein needs.

According to ICMR-NIN guidelines (2024), adults require about 0.8 to 1 gram of protein per kilogram of body weight, with higher needs as we age. And yet, over 70% of urban Indians fall short. It’s a slow deficit, one that shows up gradually, in fatigue, slower recovery, reduced strength and, over time, a noticeable dip in muscle mass.

That decline has a name, sarcopenia. It’s one of the most significant physical changes that comes with ageing, where muscle loss makes even everyday tasks, climbing stairs, carrying groceries, feel harder than they used to.

There’s also what experts call anabolic resistance, where the body becomes less efficient at using dietary protein to repair and build muscle. Which essentially means, the older you get, the more intentional you need to be about getting enough of it.

Small shifts, real impact

The idea isn’t to overhaul your diet overnight. It’s to tweak what already exists.

Adding a source of protein to each meal, paneer, soya, eggs or meat, is a starting point. Swapping regular wheat flour for a protein-rich alternative is another. Even rethinking breakfast and dinner, often the most carb-heavy meals of the day, can make a difference.

Something as simple as switching to oats brings in both protein and soluble fibre, helping with energy levels, heart health and glucose control. Ingredients like moringa powder or protein-fortified atta can slip into everyday cooking without changing taste or routine too drastically.

Over time, these changes add up. A balanced plate begins to look more complete, with adequate protein, fibre, healthy fats and essential vitamins working together.

Snacking, but smarter

It’s not just about main meals. Snacking, too, starts to carry more weight.

What worked in your 30s doesn’t always hold up in your 40s. The body’s needs shift, and so do the choices that support it. Nuts, seeds, whole grains, protein-rich options, these become more than just healthy alternatives, they become necessary ones.

There’s already a visible shift here, with more people reaching for snacks that offer both taste and nutritional value, rather than empty calories.

Because ultimately, healthy ageing isn’t built on extremes. It’s shaped by consistency, by the small, everyday decisions that support the body over time.

And if there’s one shift worth making early, it’s this, protein isn’t occasional anymore. It belongs in every meal, every day, long before 60 comes around.