Older persons are the consumers of the future as they are an increasingly growing and heterogeneous part of the world’s population. The currently available commercial food products do not always meet the needs and wants of these persons. Moreover, dietary proteins are of special interest for this group, since older adults do not always have an adequate protein intake. When protein-rich products are better aligned with the requirements of older persons, an adequate nutrient intake is more likely. In this thesis we therefore explored two approaches for tailoring protein-enriched meals to older consumer subgroups; emotion-based and functionality-based. We first described subgroups of older consumers based on their emotional and functional associations with mealtimes. Subsequently, we explored the extent to which these associations can be applied for the development of tailored protein-enriched meals. The results of this thesis provide valuable insights regarding (1) the emotional and functional mealtime associations of older adults and (2) their application when developing tailored protein-enriched meal concepts.