Why healthy aging is important for consumers and the nutraceutical industry
There’s a famous saying in the sports world that “Father Time is undefeated,” but this is true for everyone who feels the pangs of growing older – often unexpectedly since the aging process can catch us off-guard. But there’s no reason brands, supplement developers, and manufacturers should also be surprised when consumers seek healthy aging and wellness aging solutions.
In the past, people made significant lifestyle changes later in life to delay aging. There is substantial evidence that physical activity at any age has beneficial effects on both physical and cognitive health. Research indicates that when healthy lifestyle choices are adopted earlier, people improve their chances for long-term quality of life and better overall health well into their golden years.
The benefits of healthy aging
According to Euromonitor data, half of the global population is now considered healthy aging consumers, and millennials are critical targets for healthy aging supplements. A 2016 Mintel report highlights that 57% of millennials are afraid of getting older, with three in five taking proactive measures to combat the physical and mental signs of aging. 50% are more focused on their health than a decade ago, and just slightly below 52% of consumers between the ages of 44 to 55. Additionally, half are motivated to manage weight to live longer, and just over a quarter claim they would be willing to pay to avoid a health condition – even if it may not occur. With a focus on preventative health, millennials value products and ingredients that address current health concerns (like better sleep quality or stress relief) with lasting benefits.
Long-term benefits for healthy aging include:
- Increased bone density
- Stronger immunity
- Faster injury recovery
- Reduced risk of chronic illness (such as type 2 diabetes or high blood pressure)
- Fall prevention
- Better cognitive function
As the oldest U.S. millennials are now entering their early forties, it’s an ideal time for brands and manufacturers to tailor wellness aging supplements to the immediate needs of this generation.
Healthy aging tips for consumers
The National Center for Complementary and Integrative Health (NCCIH) conceptualized Whole Person Health. Rather than specific disease treatment, whole person health focuses on health restoration, promoting resilience, and disease prevention across a lifespan.
From mindful food and beverage consumption to improving stress management and mental health, consumers are more in tune with their overall health and longevity than ever before. The COVID-19 pandemic brought immune health to the forefront, but it made people aware of other ways to integrate healthy living as a regular part of their everyday lifestyle. Aging is inevitable and affects all organ systems in the body. Many factors impact healthy aging, including those we either can’t or maintain little control over, such as hormonal aging, accumulative damage, and various genetic predispositions. Furthermore, the aging process can also accelerate by negative lifestyle factors such as smoking, alcohol abuse, and a sedentary lifestyle that can lead to diabetes and cardiovascular disease.
Others, however, are manageable to support healthy aging. Extensive research has identified actions one can take to help manage your health, live with as much independence as possible, and maintain your quality of life at an elderly age, including:
- Engaging in regular physical activity
- Enjoying a balanced diet
- Learning new skills
- Visit the doctor for regular screenings
- Socialize with others
- Get enough sleep
- Lower your stress
- Prioritize mental wellness
By 2030, 12% of the global population – equating to an estimated one billion people – will be aged over 65 years, increasing from 585 million nearly a decade ago. Healthy aging presents tremendous opportunities for health and wellness players as a platform for developing and marketing a wide range of nutraceutical products – especially those that focus on boosting healthy life expectancy.
Aging well is living well
Global studies, health organizations, and consumers have primarily aligned that healthy aging is an investment for a sustainable quality of life throughout the aging process. While supplementation use continues to thrive post-pandemic, especially among younger shoppers, there are still plenty of innovation and advancement opportunities for supplement brands and manufacturers to capitalize on. While people are living longer, much work is still left to connect an individual’s lifespan with healthspan better. Consumers widely recognize that supplement regimens are a vital complement to exercise and diet for wellness support.
When it comes to getting older, Father Time remains undefeated – even for people who age well and live well. But by embracing healthy aging and better overall wellness choices during earlier stages in life, people are beginning to celebrate and enjoy the aging process. Helping consumers on their healthy aging journey can inspire them to remain active (or even perhaps become vintage triathletes), remain sociable and engaged with friends, and find the health and wellness activities that make them most happy.