Abbott's Adult Nutrition Sales Grow Fueled by Aging Population

Abbott Laboratories' adult nutrition business, anchored by its Ensure brand, achieved 9% organic sales growth in 2024, totaling $4.4 billion and representing about 10% of the company's total revenue. The primary driver for this expansion is the aging global population and a growing emphasis among older adults on maintaining health for active lifestyles.

The Ensure nutrition drink line alone surpassed $3 billion in global sales for 2024. During the company's Q4 2024 earnings call, CEO Robert Ford noted that the adult nutrition segment has maintained a five-year compound annual growth rate of 9%. He attributed this performance to established brands, favorable demographic trends, and strategic investments in manufacturing capacity to meet rising global demand.

Originally developed 50 years ago as a complete nutritional drink for hospital use, Ensure now offers over 12 product variations to cater to diverse dietary needs and preferences, including plant-based, vegan, and high-protein options. Abbott is positioning its products to meet the needs of a growing older demographic, with approximately 10,000 people in the U.S. turning 65 daily, and projections indicating that 1 in 6 people worldwide will be over 65 by 2050.

To further promote healthy aging, Abbott has partnered with the Professional Pickleball Association (PPA) as the exclusive protein shake partner. This collaboration aims to raise awareness about the importance of muscle health and the role of products like Ensure Max Protein. Mindi Myser, divisional vice president of Adult Nutrition at Abbott, emphasized that muscle is foundational to health and wellness, and the company is actively exploring the interplay of nutrition and exercise in maintaining muscle mass throughout life.