As consumer demand for healthy aging solutions grows, IFF points to untapped potential in the nutrition market, as it sees a lag in product launches for healthy aging. Innova Market Insights data indicates that one in three global consumers prioritize healthy aging as their primary concern related to physical health. IFF proprietary research reveals consumers increasingly want to support mobility, memory, energy, and overall maintenance. At the same time, it found that consumers are often skeptical of claims, want more convenient options, or are confused about which supplements to choose.
