What does the future of aging look like?

The company recently shared insights from its proprietary consumer research on healthy aging in “The Future of Aging Well” white paper. The research explores healthy aging needs and motivations across different generations, aiming to align the ingredient supplier’s portfolio with consumer needs.

“We wanted to understand the evolving needs and desires of healthy aging consumers, particularly those in younger generations, as they will continue to reshape the supplement market,” Jordan Miller, vice president of marketing at Nutrition21, told NutraIngredients.

With more than 75% of consumers surveyed stating that healthy aging will be more relevant to them in 2030, the research aimed to understand current needs and motivations across generations.

The consumer research involved a two-part survey of 2,800 consumers, providing insights into current health areas of focus, unmet needs, and future priorities.

Key findings

Miller noted a shift towards a proactive approach to healthy aging, with consumers motivated by triggers such as aches, pains, decreased energy or abilities, and changes in appearance. These factors ranked higher than receiving a medical diagnosis.

“Consumers are using more dietary supplements; however, they expressed varying levels of disappointment with efficacy,” he said. “More than one-third stated that products didn’t help as much as expected across several health areas. This signals a need for brands to deliver meaningful benefits where consumers can see notable change.”

While all consumers are interested in healthy aging, each generation has unique needs and expectations. Younger consumers like Gen-Z and millennials focus on long-term health, physical activity and appearance, while older generations aim to preserve quality of life and maintain independence.

Unexpected results

Nutrition21 identified several health areas expected to be critical for healthy aging consumers in the next five years, including mobility, mood/stress and energy.

“While we expected areas like bone and cardiovascular health to rise in importance with age—and this was found to be true—the prominence of mood and stress was somewhat unexpected," Miller explained. “Although it didn’t correlate directly with rising age, it was the top concern for all generations except boomers.”

Additionally, 42% of consumers anticipate greater needs for mood/stress support by 2030, highlighting the equal importance of mental and physical health in healthy aging.

Another surprising finding was that consumers expect their healthy aging habits to add eight years to their lifespan. This demonstrates a strong belief in the potential of well-formulated supplements, coupled with a balanced lifestyle, to increase both health span and lifespan. Data indicates that all generations plan to increase their supplement use within the next five years.

Supplement use on the rise

Dietary supplement sales are increasing, but consumers expressed dissatisfaction with current solutions. More than one-third stated that products did not meet expectations across several health areas.

Spending on healthy aging is also rising, with about half of respondents having purchased products or services to support healthy aging. Generation X is significantly more likely to invest, with 61% noting purchases.

Social media as a major catalyst

Though not the core focus of Nutrition21’s research, social media significantly influences how consumers access information and research ingredients. Platforms like TikTok Shop show that consumers increasingly use social media for health and wellness purchases.

“Our research supports that Gen-Z and millennials are influenced by social media, especially as a driver of health-related behaviors,” Miller said. “These younger generations are prompted to take action toward healthy aging after engaging with influencers or health research on social media. It’s a powerful tool for action.

Addressing the gaps

Nutrition21’s research indicates that consumers measure satisfaction and efficacy of supplements based on whether they can feel the effects. As consumers become more discerning, generalized benefits may lose appeal.

“Brands need to address market gaps and specific consumer needs to maintain loyalty and meet the demand of the next generation of healthy aging consumers,” Miller concluded. “Brands should focus on formulating products with quality, science-backed ingredients that deliver noticeable effects.”