Ajinomoto introduces ‘AminoMOF’ to tap into the thriving 10-billion-baht market for elderly dietary supplements meeting the needs of over four million Thai seniors seeking improved fitness and mobility with confidence

Bangkok – 28 November 2023 - Ajinomoto Company (Thailand) Limited is becoming a frontrunner in enhancing the well-being of Thai society by entering the field of nutritional supplements tailored for the elderly population. Utilizing AminoScience, a core expertise of Ajinomoto since its inception, the company has recently introduced “AminoMOF,” an innovative amino acid dietary supplement infused with collagen from Japan. Complete with a ‘leucine-enriched essential amino acid’ and eight other essential amino acids which the human body cannot naturally produce, AminoMOF effectively assists in the restoration of muscles and joints, addressing the needs of over four million elderly individuals across the country who are grappling with muscle weakness or mobility disorders.

In line with the company's commitment, Mr. Ichiro Sakakura, President, unveiled a new “Vision” at the outset of October, centered on becoming a “Leader in Sustainable Well-Being for Thai Society,” accompanied by a “Mission” of ‘Solving issues in food and health of the society through core values”.’ based on the Ajinomoto Group’s approach to Creating Shared Value. This entails establishing sustainable shared value with society, aligning with the Group's global sustainable development goals for 2030 – a commitment which includes our role as a provider of food and health solutions and innovations with AminoScience. We strive to promote improved health and living for 1,000 people, while implementing environmentally friendly practices, including resource management practices, to reduce our environmental impacts by 50%.

Mr. Wonnarate Sukheelak, Manager of the New Business Department at Ajinomoto (Thailand) Co., Ltd., said, “AminoMOF innovatively enhances well-being through an improved nutritional awareness among consumers, expanding Ajinomoto Thailand's portfolio from targeting athletes with AminoVITAL products to the elderly over 60 years of age. 'AminoMOF' marks the first of over 10 new products planned for launch by 2030, supporting more than three million Thais of all ages to maintain their health in a hyper-aged society.”

“According to Thailand’s National Statistical Office, in 2022, roughly 20% or 12 million of Thailand's population of 65 million are over 60 years old. One in three, or four million, experience sarcopenia, the loss of skeletal muscle mass and strength, affecting daily physical performance and activities like slow walking or difficulty in carrying heavy objects. To date, there are no products in the market that specifically address these needs. 'AminoMOF' is designed to maintain and restore muscle mass and support bones and joints, in preparation for and during old age, with a high acceptance expected similar to Japan, which became an aged society over 20 years before Thailand.”

Asst. Prof. Dr. Chatrapa Hudthagosol, a lecturer in the Office of the Department of Nutrition at the Faculty of Public Health, Mahidol University, emphasized that, “Nutritional needs vary with age. As we age, our metabolism and digestion slow down, leading to inadequate protein intake, essential for muscle building. This directly affects physical performance. While Thais focus on bone health through calcium-rich foods like milk, fish, eggs, beef, beans, and supplements, they often overlook muscle maintenance. Muscles comprise 45-50% of body mass and support bones and joints. Proper protein intake in each life stage is crucial, especially for the elderly, whose muscle mass naturally decreases with age and lifestyle differences.”

Dr. Hiroyuki Kato, Ph.D., General Manager of the R&D Planning Group Sports Nutrition Department, Ajinomoto Japan Co., Ltd., said, “Our body is composed of proteins, with amino acids as the fundamental units. Each amino acid plays a different role in various parts of the body. For example, glycine improves sleep quality and liver function, while lutein and glutamine help the digestive system. BCAAs and LEAAs, which are high in leucine, help in muscle maintenance and recovery. Ajinomoto utilizes BCAAs in its 'AminoVITAL' product, a gel-based nutritional supplement, to provide energy during exercise, assist in protein synthesis, alleviate muscle pain, and repair muscle injuries. ‘AminoMOF,’ on the other hand, uses LEAA or leucine suitable for the elderly, assisting in muscle building and reducing muscle protein breakdown.'

Dr. Hisamine Kobayashi, Ph.D., Executive Specialist Business Strategy & Planning Department of the AminoScience Division, Ajinomoto Japan Co., Ltd, explained, “AminoMOF’s highlight is its golden ratio of leucine, with 40% leucine content assisting in muscle growth and repair, promoting growth hormone production and energy utilization. The remaining 60% comprises eight other amino acids, enhancing muscle protein synthesis, including collagen for joint health. The leucine used is highly pure and safe, ensuring no harm in consumption. Just one sachet or three grams of AminoMOF can aid in muscle recovery equivalent to consuming 20 grams of whey protein.”

To improve awareness of elderly health care, particularly insufficient protein intake leading to physical performance issues, a range of materials are being issued such as infographics, videos, product introductions, together with KOL endorsements and diverse marketing activities. This includes online and offline channels, such as LINE OA, Facebook, and promotions through social media and online stores on marketplaces like Shopee, Lazada, and TikTok Shop, among others.

“AminoMOF” is an amino acid and collagen dietary supplement product with a mixed berry flavor. It contains 3,000 mg of amino acids, including 40% leucine, aiding in muscle protein synthesis, along with Japanese collagen peptides for joint health. Easily soluble in water, one five-gram sachet provides 20 kilocalories of energy, is sugar-free, and rapidly absorbable. It is packaged in a box of 15 sachets, priced at 795 baht per box.

Research indicates that consuming essential amino acids with a high proportion of leucine, up to 40%, can significantly enhance the body's muscle-building process compared to a general amino acid mixture. Thus, the 3,000 mg combination of leucine and eight other essential amino acids effectively restores muscles and joints in the elderly, equivalent to consuming 20 grams of whey protein.

“We believe the introduction of ‘AminoMOF’ will help address the physical performance solutions for Thai seniors, enabling them to regain their fitness, move freely and confidently, and enjoy retired life with their families and loved ones, and are targeting over 10,000 customers, equivalent to sales of 80 million baht, during its launch in 2024,” concluded Mr. Wonnares.

Furthermore, research from 2022 shows that Thailand's health food supplement market is worth 30 billion baht, and experienced 10% growth compared to the previous year. Among these supplements, those tailored to the elderly, including bone, joint, and meal replacement products, accounted for a significant portion, valued at 10-billion-baht, equivalent to one-third of the entire market.