- As consumers aim to stay healthier for longer, healthspan becomes more important than lifespan
- 54% of consumers claim to know which vitamins to take for their specific health goals
- Products with scientific evidence and proven results gain traction with shoppers
London, UK – Global consumers want to live healthier lives for longer according to data analytics company Euromonitor International.
As people grow older, they want to live longer and, more importantly, enjoy good health for longer. By 2030, forecasts say 12% of global population will be aged 65 or older, compared with 8% in 2010. Global life expectancy is predicted to increase by four years - from 70.7 years in 2010 to 74.5 years in 2030.
Healthspan is one of Euromonitor’s Top Global Consumer Trends 2025. Lasting effects of the pandemic, a range of educational resources, technical advancements and an increasingly ageing population are the main drivers of healthspan era.
Karolina Grigorijevaite, team lead for innovation at Euromonitor International, said: “Consumers are making behavioural changes now to benefit their future selves. Their goal is to live healthier for longer. According to Euromonitor International Voice of the Consumer: Lifestyles Survey 2024, one in two consumers believe they will be healthier in 2029 than they are now."
Array of vitamins for specific concerns show steady growth
Grigorijevaite said: “The desire for longevity is shaping the wellness choices that consumers are making. This is propelling a bigger shift towards preventative and specialised solutions. Increased consumption of vitamins and supplements is one of the examples recording recent steady growth, with sales expected to hit USD139.9 billion by 2025.
Consumers are turning to niche remedies that address age-specific concerns such as preventing joint pain, memory issues, skin health and hormonal changes. They are proactively searching for products with proven results to help mitigate or alleviate symptoms throughout their lives. Some 34% of female consumers took vitamins and supplements to prevent menopause-related symptoms in 2024.”
Proven science-backed products fly off the shelves
Consumers look for products with scientifically proven benefits for health, like NAD+ supplements that target cellular health. NAD+ is a vital coenzyme which is important in regulation of metabolism, longevity, DNA repair and the immune system.
Grigorijevaite said: “The number of online SKUs labelled NAD+ almost tripled across consumer health categories from 409 in 2023 to 1,137 in August 2024. New online launches of brands with cellular health claims grew 135% in the vitamins and supplements category between Q1 and Q2 2024 across 32 countries. This underpins the demand for proven results that consumers search for and offers new opportunities for businesses.”
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