Aging well and living well: How active nutrition is becoming the new normal for holistic health Active nutrition and holistic health The World Health Organization (WHO) describes health as “a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity.” Overall health is a congregate of a myriad of factors that start at preconception and take course through the life span. The importance of nutrition and body movement is not only imperative for physical health but also cognitive health. A healthy diet and physical activity are critical to thwart several metabolic disorders. Practicing active nutrition as a lifestyle is both an art and science, combining a more proactive approach to health with a deeper understanding of the requirements of a human body and mind. Active nutrition is a multidimensional approach to health. Relevant to all stages throughout life, it supports overall health and wellbeing. Inclusive of all demographics, it focuses on enhancing human performance—both physical and mental. There are a multitude of factors that contribute to performance enhancement in an active lifestyle. With more people in tune with their health, active nutrition is becoming the new normal. Active nutrition consumers are interested in optimizing both physical and cognitive performance. Sports nutrition brands that originally focused on elevating physical performance and delivering competitive advantages have acknowledged the need for their products outside their core consumers. Today, more companies are gradually diversifying their products to focus on holistic health that appeals to consumers of any age. The projections According to 360 Research Reports, the global active nutrition market is projected to double by 2028 to reach an estimated USD 24.77 billion. The need for overall health and wellness throughout all stages of life opens up a wide consumer base for the active nutrition market. There are various factors influencing the growth of active nutrition. The shift from life span to health span, focus on positive aging, and the mushrooming inclination toward fitness, where exercise and body movement are a consistent part of life, are significant in driving this growth. From morning walkers to advanced yogis, from sprinters to marathoners, from recreational players to competitive athletes, from weekend warriors to power lifters, all have a common driver—health consciousness. However, nutrient need and demand varies among these consumer groups. The adult active nutrition consumer understands the need to have a healthy diet, active lifestyle, and supplements for a sound body and mind. Supplements are an easy way to address nutrient gaps. There has been a bigger shift in consumers recognizing the importance of gut microbiome on overall health. The need for better immunity, sleep, mood, and mental acuity is as important as energy and physical strength. FMCG Gurus report that 64% of global consumers are becoming more conscious about their immune health since the pandemic (FMCG Gurus, 2021). Healthy nutrition can provide physical confidence and psychological readiness for exercise. Consumers are increasingly becoming aware of the consequences of nutrition and physical movement, not only on internal and external physiological health, but also cognitive and social health. Mainstream health trends such as beauty from within, immunity, and gut health all share a common theme: the focus on holistic health. Both physiological and psychological fatigue can challenge an active lifestyle. Although it is a result of several functions within the human body, there is evidence that brain neurochemistry plays an important role in fatigue regulation. Formulating products that target physical, mental, and cognitive health will offer competitive edge. Healthy aging Healthy aging is no longer limited to later in life. It embraces aging and incorporates approaches focused on health sustenance, preservation, and life extension. According to the United Nations, almost 16% of the world population will be 65 years or older by 2050. Given that estimate, one in every six people will be 65+ in age. This will significantly expand the market demand for consumer products that support healthy aging. The focus on holistic health will improve the quality of life. There is a rising interest in geroscience, a scientific approach to understanding the relationship between aging and age-related diseases. In addition, inflammation, metabolism, epigenetics, and stress are all major areas of research in aging. It is key to understand how and why chronic diseases affecting primary organs can impair other organs and systems. This can provide a more holistic view of diseases that could lead to multiple possible interventions. Antidepressants are a great example. While they were created to treat depression, research studies have shown they function as analgesics that help in pain reduction. A strong brain-gut connection also makes them effective in managing IBS symptoms. Dietary supplementation has been identified as a potential therapeutic approach to prevent the disruption of epigenetic mechanisms that can result in oxidative stress, insulin resistance, diabetes, obesity, and vascular dysfunction (Wang et al., 2012).

Consumer trends & opportunities By Silvi Siddhu, Global Scientific and Technical Manager, Nutraceuticals,  Digestive health is no longer a trend, it’s a mainstream public health matter worldwide. According to the recent Fortune Business Insight’s Market research report, the global digestive health market size was 37.93 USD billion dollars in 2019 and is expected to grow at a CAGR of 7.9% and reach 71.95 USD billion by 2027. Digestive health issues are prevalent across the globe and are caused by a variety of factors: change in diet, lifestyle choices, ageing, and more. Dietary fiber is probably one of the most common ingredients capitalized worldwide for digestive health issues. The global dietary fiber market is predicted to be 9.74 USD billion dollars by 2025, which is almost double in value compared to 2018, when it was worth 5 USD billion dollars1. As consumer perception of digestive health and its implications on overall health are evolving, they are gradually opening to the possibility of ingredients beyond traditional fiber for gut health. The global pandemic has changed consumer preferences in new ways. There has been a paradigm shift in thinking and consumers today are more inclined to make functional food and supplement purchases based on proven science. The gut microbiome This gut microbiota is made up of diverse microbial communities that produce metabolites such as short chain fatty acids (SCFA), neurotransmitters (like serotonin, GABA), vitamins and hormones. These metabolites are associated with most aspects of health and wellbeing. The Enteric Nervous System (ENS), responsible for digestion among other functions, lies within the gut and that is the reason why the human gut is often referred to as ‘the second brain.’ The gut is also the major entrance for harmful pathogens and one of its roles is to educate the immune system to identify between the good and the harmful microbes. Almost 80% of our immune cells live in the gastrointestinal tract. Several research studies have linked the gut microbiome and its metabolites to both physical and emotional wellbeing, via multi-organ bidirectional communication. The most frequently researched are the gut-brain axis, gut-immunity axis, gut-skin axis, gut-heart axis, and gut-airway axis. Gut-brain axis is believed to affect sleep, stress, anxiety, and depression. The complex interactions between the gut microbiome and other biological functions present a huge opportunity in supporting holistic health. Customized nutrition for future health and wellbeing Personalization is a key trend driving all areas of health and wellness. Personalization and digitization in the field of digestive health are rapidly gaining traction. Several smart phone apps have been designed to track regularity, IBS symptoms, stress, and a plethora of other issues to manage overall health. Gut microbiome testing kits are commercially available for microbiota analysis to provide customized dietary recommendations for overall health. In addition, ingestible sensors in capsule form have been developed to diagnose gut related disorders by measuring gases in the gut. Based on their popularity, it follows that consumers are open to the concept of personalized nutrition that is based on genetic testing. While still in early stages of development, targeting the human microbiome has great potential for personalized nutrition. The composition and diversity of microbiota varies between individuals and is dramatically influenced by diet, lifestyle, and drugs (e.g., antibiotics). Brands could potentially capitalize on this and create products that are diet and lifestyle specific. Utilizing microbiome as a biomarker for disease prevention and health promotion has immense potential. The possibilities of modulating the gut microbiome for better health will be a game changer in the field microbiome therapeutics. Could the ‘biotics’ be an alternative to antibiotics? Only time will tell.

Why healthy aging is important for consumers and the nutraceutical industry Healthy aging optimizes performance later in life and provides innovation and growth opportunities in the nutraceutical ingredient and formulation space.  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.