Vastly improved life expectancy gains of the last century look set to become one of the greatest challenges to the current one. According to Euromonitor International, global life expectancy is set to rise by five years by 2050, yet healthspan continues to lag. Consumers’ growing commitment to wellness is shifting towards a greater focus on long-term health and extending healthy years.
Increasingly, consumers are turning to dietary supplements to address longevity. While beauty and appearance remain at the top of their concerns, they are also turning to products that support metabolic health conditions linked to ageing.
Key points:
- in Eastern Europe average life expectancy is 78 years, while the average healthy life expectancy is 67 years, meaning most consumers spend approximately 10 years of their life in poor health (Euromonitor International)
- »health problems« are the number one aging-related concern of European consumers (Mintel)
- 47% of Polish consumers believe that how well they age is based mostly on their lifestyle and nutrition (versus 23% who believe genetics plays a larger role) (Mintel)
- as a part of their »healthy aging biohacking routine«, 37% of consumers are turning to dietary supplements (SPINS US)
- popular ingredients for anti-aging and longevity include: NMN, NAD+, magnesium, creatine, collagen, turmeric, and vitamin K (SPINS US)
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