Key Insights from NutraIngredients’ ‘Business of Longevity’ Webinar
Supplements & Healthspan Messaging
- 50% of New Supplements: Since 2022, half of all supplements launched have included healthspan messaging, highlighting a shift in consumer focus from lifespan to healthspan.
Consumer Awareness & Trends
- Broad Appeal: The interest in healthy aging transcends age groups, with various longevity concerns emerging for different demographics.
- Rising Concern: Aging and longevity have ranked as top health priorities in recent consumer research, particularly for men.
Ingredient Focus
- Established Ingredients: Omega-3s, multivitamins, and vitamin D remain popular, while emerging ingredients like nootropics and functional mushrooms are gaining traction.
- Specific Benefits Over General Claims: Consumers respond better to clear health benefits rather than vague longevity claims.
Signs of Aging & Health Products
- Magnesium and Immunity: Magnesium is key in chronic support; 42% of products target immunity while 41% focus on skin health.
- Collagen Popularity: Interest in collagen for hair, skin, and nails continues to grow, reflecting societal associations of healthy appearance with attractiveness.
Cellular Health Insights
- Growing Interest: Biological age and cellular health are now significant consumer interests. Ingredients like NMN and NAD+ are becoming prevalent despite regulatory challenges in Europe.
Innovative Product Formats
- New Delivery Methods: Innovations like morning pills and evening shots for collagen are addressing consumer lifestyle and ease of use.
Market Regulatory Climate
- Increased Scrutiny: Regulators are increasingly using AI to monitor and enforce compliance in supplement offerings, necessitating caution in ingredient choices.
In summary, the longevity supplement market is rapidly evolving, driven by increasing consumer interest in healthspan, specific health benefits, and innovative delivery methods. Companies need to navigate regulatory challenges while leveraging established and novel ingredients to meet rising consumer demands.
