Proactive consumers drive demand for targeted healthy aging solutions

Nutrition companies observe “significant potential” in the healthy aging market but caution that success depends on balancing innovation with consumer trust and product efficacy. Nutrition Insight meets with ACI Group, SuanNutra, and Tirlán to examine the growing consumer awareness of foods’ impact on longevity and how this drives demand for scientifically backed ingredients that target gut, brain, and metabolic health benefits. 

“Consumers can expect to grow significantly older than previous generations,” says ACI Group’s business development manager, Sam Lubbock-Smith. “This could offer significant commercial opportunities in developing functional ingredients for nutrition and nutraceuticals.”

“In the US, the average lifespan in 1900 was 47 years. Today, people born in 2022 can expect to live to 77.52, and by 2070, the age group aged 65 and above will comprise 45% of the European population.”

Stephanie Guillen, chief commercial officer at SuanNutra, predicts that science, transparency, and sustainability will shape the future of healthy aging. “Brands that invest in clinically supported ingredients, responsible communication, and ongoing innovation will be well-positioned to meet the evolving needs of today’s proactive wellness consumers.”

Meanwhile, Keith Cooney, marketing manager in Dairy Proteins at Tirlán, highlights the growing demand for personalized nutrition in healthy aging as consumers seek products tailored to their health needs and preferences. “This includes a focus on critical ‘need states’ and nutritional traits that cater to individual health goals.”

He expects that as consumer awareness for healthy aging grows, “the market for products that address mobility, digestion, and mental sharpness will expand, with younger and older demographics driving demand for science-backed solutions.” 

Growing consumer base

Guillen highlights that healthy aging is no longer a niche concern or only for older adults. “It has become a top priority for consumers seeking to maintain their quality of life as they age.” 

“More consumers in their 30s and 40s are proactively seeking products that support long-term wellness and vitality. This evolving demand reshapes product formulation and positioning, emphasizing personalization and early intervention.” 

As younger consumers proactively seek products for long-term wellness, Guillen says this reshapes product formulation and positioning.She adds: “Regulatory frameworks are now providing clearer pathways for brands with strong clinical research to communicate structure-function benefits, strengthening consumer confidence.”

Cooney says that the concept of healthy aging differs across consumer groups. “Millennials and Gen Z are taking an early interest in longevity-focused nutrition, while older adults are looking for solutions to maintain mobility, cognitive function, and overall well-being.”

Impact of nutrition

Lubbock-Smith says that genetics only impacts 25% of the variation in the human lifespan. Underpinning the role of nutrition, researchers investigate longevity or Blue Zones for the “key to healthy aging.” 

He details that people in these geographies typically consume a diet rich in plant-based foods, including extra virgin olive oil, which has been associated with “improved cardiometabolic markers and a drop in early mortality risk of 20%.”

Moreover, he says science points to the benefits of quality fats for longevity support, such as extra virgin olive oil. “Olives are high in omega-3 fatty acids, critical for neurological and cardiovascular health, and hydroxytyrosol, a potent antioxidant that can prevent LDL (low-density lipoprotein cholesterol) oxidation while supporting cholesterol function.” 

According to Lubbock-Smith, bioavailable ingredients with great nutritional value that remain stable during processing are key drivers of growth in the crowded healthy aging market. 

“Concerns about the impact of hyper-processed foodstuffs that offer little nutrient value are ongoing, and the industry is committed to advancing formulations that offer minimally processed, clean label, transparent, and sustainably sourced ingredients from nature.” 

He continues: “The benefits of quality nutrition are well documented — impacting every cell in the human body while supporting immunity, guarding against free radical damage, and helping the body to heal and repair.”

Spotlight on key health benefits

SuanNutra’s Guillen says that healthy aging increasingly focuses on maintaining quality of life, physical function, and mental clarity. Moreover, managing oxidative stress and promoting a healthy inflammatory response are taking a more central role as these factors are closely linked to aging. 

Lubbock-Smith notes genetics only impacts 25% of lifespan variation, with researchers examining Blue Zones for healthy aging.“Cognitive health is another fast-growing category, with demand rising for brain-supporting compounds that enhance memory, stress resilience, and mental clarity. Additionally, metabolic health and weight management remain priorities, particularly concerning muscle maintenance and glucose balance.”

She also spots a continued growth in nutricosmetics solutions that enhance skin hydration, elasticity, and overall dermal health. 

Guillen highlights several ingredients from SuanNutra’s subsidiary Monteloeder that support these health needs. For example, Metabolaid, a patented blend of lemon verbena and hibiscus, has been studied for its role in supporting metabolic wellness and promoting a healthy weight. 

Eternalyoung is designed to support skin appearance and vitality, and the natural nootropic MindRevive has been studied for its potential to support cognitive performance, memory, and mental clarity while promoting antioxidant defenses against oxidative stress. 

Cooney from Tirlán highlights that maintaining digestive health is a significant concern for older adults, which can be supported with dietary fiber. “Products that improve gut health can also positively influence mental well-being through the gut-brain axis. Including ingredients like oats can help manufacturers achieve fiber and gut-health claims.”

“Emotional well-being is increasingly acknowledged as essential to overall health, further reinforcing the need for comprehensive, lifestyle-based approaches to aging.” 

Popular focus areas for healthy aging include mobility, cognition, gut health, skin care, and stress management.Moreover, Cooney notes physical activity is a key focus area in aging, as evidence shows that “even those who start exercising later in life can improve muscle strength, reduce inflammation, and enhance mobility.” 

Functional food and beverages

Cooney states there is a “notable shift” toward convenient, nutrient-rich foods and beverages with functional benefits, such as supporting immunity or the gut microbiome. He also sees a significant emphasis on natural ingredients, prioritizing fresh ingredients with high nutritional value. 

“On-the-go products for hydration, energy, and targeted health benefits are extremely popular, such as ready-to-drink beverages with added vitamins and collagen, protein bars, and functional snacks.” 

“Clean label products are increasingly preferred in the healthy aging category,” he adds. “Consumers increasingly demand transparency, natural formulations, and minimal processing in the products they purchase.” 

Meanwhile, Guillen highlights that consumers seek multifunctional solutions that integrate effortlessly into their lifestyles. “The most in-demand products reflect this shift, combining convenience, efficacy, and personalization.”

“Functional beverages, ready-to-drink formulas, and gummy supplements are gaining traction, offering quick and targeted health benefits, from energy support to anti-aging properties.” 

Science-backed solutions

Guillen sees a significant opportunity in consumer demand for science-backed and branded ingredients. She details that consumers are well-informed and actively seek solutions supported by clinical research. 

“Perhaps the most exciting evolution is in precision health, where personalized supplements, tailored to genetics, microbiome composition, or specific health needs, are redefining how consumers approach wellness.”

On-the-go products for hydration, energy, and targeted health benefits are extremely popular, highlights Cooney.However, Guillen also highlights several challenges for science-backed healthy aging solutions. 

“Consumer skepticism makes transparency, clear labeling, and robust scientific substantiation essential for brands to gain trust. Regulatory complexity is another key consideration, as health-related claims must align with varying regional guidelines. 

In addition, she notes that sustainability is a priority among consumers as they increasingly look for responsibly sourced and eco-conscious ingredients. “This drives the industry toward cleaner formulations and more sustainable supply chain practices.” 

Holistic health

The experts observe a substantial consumer interest in nutrition with holistic health benefits. Guillen says that advanced supplements go beyond single-ingredient formulas by combining powerful active ingredients to address multiple aspects of aging, such as metabolism and cognitive function. 

“As innovation advances, science-based, holistic solutions are empowering individuals to take control of their health and longevity.”

Lubbock-Smith from ACI Group adds that technology, such as digital health tools and data-driven product development, supports this consumer demand, enabling individuals to track their health goals across multiple platforms. 

“We predict this will result in meaningful growth in identifying and selecting branded ingredients with either a functional or a health and wellness positioning.”