Aging Well: Consumer Perspectives on Longevity
Healthy aging is becoming a global priority. Today's consumers increasingly make intentional dietary and supplement choices to support longevity, with a broader, more holistic definition of what it means to age well. While physical health remains foundational, consumers are equally focused on maintaining mental clarity, emotional balance and the energy to continue doing what they love.
In a new Healthy Aging Report, ADM unveils opportunities for brands to innovate across ingredients and formats to address consumers' evolving wellness needs and perceptions of longevity support.
Trend 1: Supporting the Brain While Staying Physically Capable
Consumers prioritize cognitive, cardiovascular and emotional health, followed by mobility and strength, highlighting demand for solutions that support both mind and body. Emerging gut microbiome science spotlights postbiotics for metabolic and emotional well-being benefits, indicating innovation opportunity within longevity-focused wellness support.
Trend 2: Preventive, Lifestyle-led Longevity
Sleep, nutrition and stress management are being recognized by consumers as affecting healthy aging. Many also note that long-term health influences their food and beverage choices at a higher rate than their supplement choices. This creates an opportunity for brands to position nutrition and supportive lifestyle solutions as proactive options for healthy aging.
Trend 3: Everyday Formats and Whole-Body Support
Consumers seek more enjoyable, lifestyle-friendly formats like teas, cookies and gummies, demonstrating an interest in turning supplements into treats. Popular ingredients include B vitamins, omega-3s and protein, while pre-, pro- and postbiotics continue to gain momentum.
For innovators, the path forward is clear: combine scientific credibility with functional versatility and consumer-centric design. Those who can deliver on all three will be well-positioned to lead in the next generation of longevity-focused nutrition. Learn more in ADM's Healthy Aging Report here.