Rapidly ageing populations present both a socio-economic challenge and a business opportunity. As wellness narratives shift from lifespan to healthspan, priorities centre on early-stage prevention, optimising healthy years, and enabling active ageing in later life. Creating value, improving health outcomes, and driving business growth requires targeted consumer segmentation aligned with a broad spectrum of longevity-led solutions and a holistic ecosystem of life-stage needs.
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Amid rising global life expectancy and a thriving wellness market, businesses have the unique opportunity to create further value and growth by narrowing the widening healthspan-lifespan gap through more targeted consumer segmentation and investment focused on prevention, optimisation and regeneration across life stages.
Younger generations are embracing longevity-first aspirations, prioritising “back-to-basics” self-care principles and emotional health. Brands should instil a prevention mindset by tackling short-term health concerns with the benefit of long-term habit building, leveraging entry-level longevity concepts, cross-benefit product positionings and novel diagnostics.
More proactive age management approaches among midlife consumers necessitate next-level interventions that target biological decline, skin-gut-brain cellular ageing and metabolic health optimisation. Focus should prioritise metabolic health adjacencies, longevity-boosting supplements and ingredients, and more personalised health enablement tools.
With health-related priorities among seniors leaning towards “treatment” over “prevention”, balancing immediate physical health needs with long-term cognitive resilience is critical. The exploration of gut-brain axis innovations and social wellness should take precedence, while subtle health functionality and engagement can help shift entrenched habits and prevention scepticism.
Success in commercialisation efforts in the longevity space relies on an intricate balance across a broad spectrum of approaches, extending beyond a point solution to enable more fluent lifestyle integration and grounded in science-led messaging to drive education and perceived superiority.
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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