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Here’s a recap of our nutritional solutions webinar on Ageless Vitality—with consumers’ top healthy aging priorities and generational differences—to guide the healthy aging product development of tomorrow.
How consumers perceive healthy aging is shifting. More consumers are proactive about their long-term health and looking for nutritional solutions to support their healthy aging journey.
Aging well is no longer just about physical health. Across generations, physical health, cognitive function, and emotional wellbeing are top healthy aging priorities, with consumers seeking what we call “ageless vitality.”
78% of consumers say that healthy aging is important to them. – Innova Market Insights, Trends Insider 2023
In our Ageless Vitality Webinar, we look at consumers’ quest for long-term health and opportunities in innovative nutritional solutions. We also explore how brands can meet health and wellness trends around aging with new product development in nutrition products for each generation.
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Here are some key insights and takeaways from our webinar that can position brands to develop the right healthy aging products for every consumer.
When we asked consumers how they feel about aging, we found younger generations are more likely to be excited about what’s to come, and older generations are more likely to be anxious.1 We also learned that heart health and maintaining cognitive abilities become more important health concerns with age, while younger generations prioritize managing stress and mental health.2
However, we also discovered that aging does not seem to correlate to how healthy people are feeling, with 47% of those aged 66-75 feeling somewhat healthy and 44% feeling very or extremely healthy.3 This is likely due to the shift we’re seeing toward adopting proactive healthy lifestyles, which includes more consumers exercising (71%), eating well (51%), and using supplements (65%).4
This more proactive approach by consumers points to a significant opportunity in healthy aging supplements. Supplements for healthy aging go beyond the basics like calcium for bone health and combine vitamins, minerals, essential fatty acids, amino acids, collagen, and botanicals, for example, to deliver a comprehensive healthy aging solution. Healthy aging supplement sales are expected to grow at a CAGR of 8.2% from 2023 to 2027.5
With consumers taking steps toward aging healthily earlier than before, healthy aging products tailored to each generation is a high potential growth area. Health and wellness trends show supplement use is substantial across generations. For women, supplement use stays fairly steady across generations (ranging from 65%-70%), while for men, it peaks for Millennials (at 80%).6
Most consumers are actively taking steps to age in a healthy way beginning in their 20s and 30s. – Innova Market Insights, Trends Insider 2023
Targeted product development in nutrition for healthy aging might rely on a premix of healthy aging ingredients for bone, joint, skin, and eye health, for example, but with added heart health and cognitive support ingredients for seniors and mood support ingredients for younger consumers.
Besides ingredients and messaging that targets different generations, the right format also matters. While pills and meal replacement beverages may be a good fit for older consumers, gummies and healthy snack formats may be appreciated by younger consumers.
Our nutritional solutions webinar is designed with you in mind, driven by insights from our consumer studies to help keep you ahead of the game. We are known for our expertise in supporting brands with science-backed, high-quality nutritional ingredients—including ingredient solutions that help consumers thrive in every phase of life.
From functional proteins for muscle support and bioactives for weight management to vitamin-mineral premixes for cognitive support and functionally optimized nutrients for emotional wellness products, our ingredients can help you create healthy aging supplements, beverages, healthy snacking products, and so much more. Partner with Glanbia Nutritionals for ingredient innovation and reliability you can count on.
Don't miss out on the comprehensive guide that complements our Ageless Vitality webinar. Download now to explore in-depth insights and strategies for supporting consumers in their quest for long-term health. Equip your team with the knowledge to innovate and lead in the wellness industry.