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Cracking the longevity code — digital magazine
The shifting landscape of the healthy aging market for supplements and ingredients revolves around three key tenets: a proactive approach, a focus on personalization, and science-backed solutions. Consumers are taking a more preventive approach to health, with younger generations leading the charge. Different needs exist between genders and demographics, requiring customized solutions. And there’s clear demand for products with well-researched ingredients and distinct benefits.
June 26, 2024
3 Min Read
At a Glance
- Build a supplement to add years to customers' lives.
- Or build a supplement that adds live to customers' years.
- Nutrition science has arrived with ingredient solutions that work.
The goal is to live a longer, healthier life, not just a longer life. So, in the quest to extend health span, the object of supplement formulators and ingredient developers should be combating multiple risk factors, and at the same time addressing various concerns like inflammation and cardiovascular health.
Advanced ingredient solutions may target specific pathways, like reducing Lipoprotein(a) [Lp(a)] levels or promoting gut health. Botanical and plant extracts can play a major role, with natural ingredients like green rooibos tea and curcumin gaining traction in the anti-aging space.
Get ahead in the healthy aging game and get focused on the next frontier; it includes cost-effective personalized products, technology-driven customization, and a focus on the gut microbiome. Access it all by downloading this digital magazine. The articles include:
Viewpoint: Aging gracefully
Content Director Todd Runestad channels Mark Twain and cracks wise about growing old, while also making the business case for maximizing health span. In doing so, he highlights the tension between the desire to stay young and the practicalities of promoting longevity.
The hallmarks of aging
Emerging nutritional therapies are fueling research into new and exciting anti-aging interventions, writes Yasmeen Nkrumah-Elie, Ph.D. Senolytics, telomerase activators and mitochondrial-targeted compounds are enabling professionals in the supplement industry to target new and different opportunities.
The evolving state of personalized, healthy aging
Paula Limena reasons that customizing health-related products will be key for brands to thrive in the shifting longevity support sector. Audiences are defined by their generation, she posits, with younger generations more proactive about health than older ones, and Baby Boomers still a major force.
Strategies for serving up a ‘personalized’ approach to health
Scores of ingredients get microscopic treatment from the “Herbal Pharmacist” David Foreman, addressing bone health, joint pain, muscle loss, even wrinkles. Formulators must look at each area of aging and the underlying physiological and biochemical reasons contributing to slowing the aging process.
How to build a longevity supplement that lasts
Marketing matters and substantiation of claims is vital. But Douglas Lynch wonders, who’s got the time or money for a 50-year human clinical trial? From a marketing perspective, perhaps the best place to start is to talk about whether a supplement does something in terms of biological age, versus chronological.
Health span grasp approaching our reach
Anti-aging research is booming, and science is finally giving us the tools to live longer, healthier lives. Ace sci-guy Blake Ebersole plots the course. Smart product developers looking to extend health span know to address multiple risk factors — sometimes hidden or undiagnosed — with multiple supplements, he says.
Examples of personalized aging takeaways for your business include:
Emerging ingredients like palmitoylethanolamide (PEA) — dubbed “the body’s own anti-inflammatory” — are promising. It’s an essential ligand that appears to dynamically respond based on inflammation levels.
Traditional plants and fungi commonly known for eons are now being scientifically validated. Curcumin, reishi mushrooms, ginseng and astragalus are being studied for anti-inflammatory and anti-aging effects.
The dietary supplement ingredient market offers solid solutions for addressing decline in muscle mass, strength and function — namely creatine, HMB, leucine and protein, whether as collagen peptides, BCAAs or amino acids.
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