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Many ��«����Ƶ products improve health behind the scenes – a transcatheter heart valve that works beneath the skin to help patients avoid surgery or a discreetly¹ worn continuous glucose monitor that helps people living with diabetes make more informed decisions²*. But one of ��«����Ƶ’s most popular and successful brands, our science-based nutrition drinks, can be found right on shelves at your local grocery store.

Ensure reached a major milestone in 2024, closing the year with more than . A powerful trend driving sales growth for Ensure is the aging global population and the increasing value older adults place on maintaining their health so they can live active lifestyles. As the population ages, more older adults are turning to products like Ensure because they know there is a link between good nutrition and good health.

Ensure is part of ��«����Ƶ’s Adult Nutrition portfolio, which delivered 9% organic sales growth last year for a total of $4.4 billion, representing about 10% of total 2024 revenue. The strong performance in Adult Nutrition is part of a well-established trend, as ��«����Ƶ CEO Robert Ford explained on the Q4 2024 earnings call.

“The five-year compound annual growth rate in Adult Nutrition is 9%, which reflects the impact of our well-known and respected brands, favorable demographic trends, and the significant investments we've made to expand manufacturing capacity to serve the growing global demand for our products,” Ford said.

From Hospitals to Homes: The Evolution of Ensure’s Nutritional Solutions

��«����Ƶ first developed Ensure 50 years ago for use in hospitals to provide a scientifically complete, balanced nutrition drink with the right mix of protein, vitamins and minerals. Half a century later, we now offer over 12 different Ensure products created to meet a variety of dietary and lifestyle preferences, including plant-based, vegan, high-protein, surgical and immune support nutritional drinks.

��«����Ƶ has set the standard for science-based nutrition for over a century, so when consumers look for solutions to support their health and wellness as they age, they know ��«����Ƶ and Ensure are brands they can trust. As the global population ages, we believe demand for Ensure will continue to grow because the right nutrition can help older adults stay active.

Around the world, the population aged 65 and older is growing faster than all other age groups. In the U.S. alone, 10,000 people turn 65 each day³. By 2030, there will be 34 “super-aged” countries, meaning that more than 20% of the population is at least 65 years old⁴. By 2050, a striking 1 in 6 people worldwide will be over age 65⁴.

Teaming Up with the Professional Pickleball Association to Raise Awareness About Muscle Health

To raise awareness about the role that Ensure can play in healthy aging, ��«����Ƶ recently became the of the Professional Pickleball Association. Adults lose about 8% of their muscle every decade starting at age 40⁵. ��«����Ƶ scientists have been studying muscle health for decades and have developed nutrition drinks that contain nutrients to support muscle health. High-protein products like can help meet the protein and muscle health needs of adults as they age so they can continue to enjoy the activities they love.

“Muscle is foundational to our health and wellness. As a global healthcare leader, ��«����Ƶ is demonstrating the vital role nutrition and exercise play in maintaining muscle health throughout our lives,” said Mindi Myser, divisional vice president of Adult Nutrition at ��«����Ƶ. “Together with the PPA Tour, we aim to inspire players to enjoy the game – and nourish their muscles with our Ensure Max Protein shake on and off the court.”

References:

¹Data on file. ��«����Ƶ Diabetes Care, Inc.

²Fokkert, Marion, et al. "Improved Well-Being and Decreased Disease Burden After 1-Year Use of Flash Glucose Monitoring (FLARE-NL4)." BMJ Open Diabetes Research and Care 7, no. 1 (2019): e000809. 

³United Nations; Ageing; 

⁴United Nations. 2019 Revision of World Population Prospects; 

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*Study was performed with the outside US version of the FreeStyle Libre 14 day system. Data is applicable to the FreeStyle Libre 2 system and FreeStyle Libre 3 system, as feature sets are similar as FreeStyle Libre 14 day system, excluding alarms.