Healthspan versus lifespan — the new longevity – spotlight

More U.S. consumers would choose to feel 25% healthier than live 25% longer, according to a consumer trends report from The New Consumer and Coefficient Capital. And every generation feels this way, not just the ones that still carry paper checkbooks.

The way consumers think about aging is evolving. They’re not just seeking more years. They want more healthy years. And they are willing to invest in the quest. Understanding this shift can help supplement brands leverage growing product category opportunities as consumer dietary supplement preferences evolve to embrace a vibrant healthspan beyond one-dimensional lifespan.

Seventy percent of consumers in the United States and United Kingdom (and 85% in China) bought more products and services to support healthy aging and longevity in the past year than in previous years, according to a 2024 McKinsey survey, noting that consumers are taking greater control over their health — and expecting companies to provide effective, science-backed solutions. When it comes to supplements, sales in the healthy aging category have been steadily outpacing overall supplement industry growth since 2022, according to the 2024 Nutrition Business Journal (NBJ) Longevity Report. While the overall industry grew by 4.4% in 2023, healthy aging sales grew by 5.5%. NBJ analysts forecast the category’s growth rate will continue to overshadow the overall industry’s rate. Sales of healthy aging supplements, collectively across multiple condition-specific categories, will cross the billion-dollar threshold, reaching $1.04 billion in sales on 7.7% growth in 2026, according to NBJ projections.

Life expectancy has increased by three decades since the mid-20th century.¹ Healthspan, however, has lagged behind. Researchers have found about a nine-year gap between total years and years lived without disease. In the United States, more than 80% of people age 65 and older live with two or more chronic conditions, according to the National Council on Aging.

Which age-related conditions are top of mind for consumers? A 2024 NBJ survey of supplement users found (perhaps surprisingly) immunity at the top of the list, with 35% of consumers taking supplements targeting this need. Gut and digestive health (28%) came next, followed by sleep health (23%), then hair, skin and nails at 22%. Muscle and joint health both at 21% — ultimately mobility — are similarly prioritized as aging-related condition supplement users are commonly desiring to address these conditions proactively. The balance of the top 10 aging-related conditions that supplement users prioritize can be viewed in the chart below.

Consumers are spending on supplements for healthspan

When it comes to what supplement users worry most about when it comes to aging and improving healthspan, recent sales data show they are spending to act on those concerns. The top concern for consumers is loss of mobility (28%). Calcium and bone supplement sales grew by nearly 7% in the 52 weeks ending September 8, 2024, according to SPINS data. And mineral sales (including magnesium to support bone and muscle health and mood) grew by over twice that rate, at 15.6%, to reach more than $711 million.

But brain health and related conditions are not far behind. Sales of supplements to support cognitive health reached $372 million in the year ending September 8, 2024, with 2% growth. The related category of calmative and mood support supplements to help soothe the stress that ages us grew by over 16% in the past year to hit close to $287 million. Nineteen percent of supplement users are concerned about mood or mental health issues as they age (19%), something that worries them as much as a loss of independence (19%).

While resveratrol, CoQ10 and dehydroepiandrosterone (DHEA) may often come to mind when it comes to healthy aging, consumers prefer supplements they’re familiar with over these ingredients, according to NBJ research. Nearly 70% of consumers surveyed believe multivitamins improve healthspan or healthy aging, making them their top choice (take that, JAMA!).

New SPINS data reveals that, regardless of whether a product is made for teens or seniors, “by leveraging ‘age’ as a label claim, brands can help get their products in more hands and improve health outcomes.” This is true regardless of what that age is. There is a clear innovation gap, however, between the demand for age-specific supplements for mature adults and product offerings. “Addressing this gap presents a substantial opportunity for brands to tap into a lucrative market segment,” according to SPINS. “By focusing on higher nutrient concentrations and age-specific formulations, manufacturers can cater to the unique health needs of mature adults.” These types of formulations could empower the millions of consumers seeking to expand their healthspan.

Nearly 80% of U.S. adults age 55+ consume dietary supplements, and yet there has been roughly one-third of the innovation in this segment compared to other age groups. And it’s a huge, powerful segment. By 2024, it is estimated that the population of individuals age 65 and older will outnumber those under the age of 15, according to the SPINS “What's Supp? Healthy At Any Age: VMS Trends Across Generations” report. This demographic controls 70% of consumer wealth and is responsible for more than 40% of consumer spending in the United States. “There is a great opportunity to develop products that solve these unmet needs and bridge gaps in understanding while driving significant incremental revenue,” said SPINS.

Consumers of all ages are already turning to supplements as an important part of their efforts to expand healthspan. When it comes to what consumers are doing to improve their healthspan and increase their longevity, supplements are third only to diet and exercise, according to an NBJ survey of shoppers ages 19 to 75. Continued clinical research driving innovation in ingredient science and product effectiveness will continue to open new product categories for this high-growth arena. And brands can be key partners in helping consumers learn how their products may help maintain and enhance their health quality as they age, providing tools to fuel healthier years — while creating shopper loyalty and trust for life.

Reference:

¹ A. Garmany, S. Yamada, et.al. "Longevity leap: mind the healthspan gap." NPJ Regenerative Medicine. 2021 Sep 23;6:57. doi: 10.1038/s41536-021-00169-5