Younger Consumers Seeking Healthy Aging Products

HARLEYSVILLE, PAConsumer demographics interested in healthy aging products are growing younger by the year, according to new research by the Natural Marketing Institute (NMI). Once exclusive to Baby Boomers and older customers, the healthy aging marketplace is now seeing sales among younger generations.

Conducted yearly, NMI's Health Aging USA survey studied more than 3,600 U.S. consumers in the spring of 2013. The results show Millennials are increasingly engaged in the health aging marketturning to everything from Botox treatments to dietary supplements. According to NMI, Generation X continues to seek out innovative ways to embrace healthy aging, but are not necessarily finding solutions that meet their needs.

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Previously, the market research and consulting firm found Generation Y consumers to be more environmentally conscious than previous generationsand more willing to pay for these premium products.