IFF spots untapped market potential for holistic, healthy aging solutions

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. 

Nutrition Insight examines market opportunities in healthy aging with Benjamin Milhau, regional marketing lead EMEA at IFF Health Sciences. 

How have consumer perceptions of aging evolved in recent years?

Milhau: As people worldwide continue to age at an increasing pace, we see more consumers recognizing that aging is a journey and maintaining overall health is key to enjoying each step.

The concept of healthy aging is now more holistic, and it encompasses not just longevity but also quality of life. It’s all about living longer, healthier lives to maximize lifespan and healthspan.

‘Aging well’ is gaining traction as an alternative to traditional anti-aging products. Instead of fighting the aging process, people want to embrace it and thrive. Consumers across all age groups recognize the importance of taking proactive steps toward aging.

Today’s younger generations are even more health-conscious than previous ones. A recent survey indicates that 55% of 18–25-year-olds globally consider healthy aging extremely important. This shift reflects a desire to maintain independence, stay active, and enjoy life to the fullest rather than merely reversing the signs of aging.

According to proprietary research we conducted last year, cognitive health, mobility, energy, and maintenance are top concerns that resonate across all age cohorts.

What emerging trends will shape the next generation of longevity-focused supplements?

Milhau: One key trend is the increasing recognition that gut health and microbiome play a fundamental role in healthy aging. Research indicates that changes in gut microbiota composition, including the loss of bifidobacteria, are associated with aging and can impact immune function, inflammation, and metabolic health.

Probiotics and prebiotics that support a healthy gut microbiome play — and will continue to play — a crucial role in promoting longevity.

We recently met with Benjamin Milhau to discuss science-backed healthy aging solutions.Additionally, advancements in biotechnology and microbiome science will enable us to develop next-generation probiotic solutions that address specific health needs.

I also believe that cellular aging represents a huge white space for biotics, such as potential NAD+ and urolithin A producers or boosters.

Finally, another trend is the growing interest in personalized nutrition, where supplements are tailored to individual health profiles and, eventually, genetic predispositions. This approach will allow consumers to optimize their health span and enjoy a higher quality of life as they age.

What has the response been from the nutrition industry?

Milhau: The nutrition industry has been slow to respond to this booming consumer interest in longevity and well-being, and I think for several reasons.

First, the industry has traditionally focused on specific health conditions rather than a holistic approach to aging. As research progresses, we’re gaining a better understanding of the multifaceted nature of healthy aging.

Additionally, there’s been a considerable stigma associated with aging, which has led to a reluctance to address it openly and positively. However, recent trends indicate a shift toward a more inclusive and positive representation of aging, with brands recognizing the need to cater to consumers’ evolving needs across all life stages.

I would say the industry is now beginning to embrace the concept of healthy aging with innovative solutions that address various aspects of aging — such as mobility, bladder health, and metabolic health — but more comprehensively.

What opportunities do you see for supplement brands in this space? 

Milhau: There’s a huge opportunity for brands to deliver science-backed, innovative health solutions that address consumers’ age-related concerns while empowering them to proactively pursue lifelong well-being.

According to IFF research, consumers prioritize mobility, memory, energy, and overall maintenance support.Clinical data is critical. Consumers are increasingly demanding science-backed solutions and products that offer tangible benefits. Science-backed solutions are essential to ensure efficacy and build consumer trust and satisfaction.

At IFF Health Sciences, we use cutting-edge technology and transformative science to develop clinically studied, consumer-focused solutions that support optimal health across all life stages through pillars like metabolic health, immunity, and digestion.

Brands can count on our support to develop innovative products that help enhance health and well-being at all life stages and support consumer priorities.

For too long, aging has been associated with decline and depicted by traditional stereotypes. By changing the narrative and helping people thrive through life with effective products, brands can position themselves as leaders in the healthy aging category.

The science of longevity

WHO data indicates an increasing gap between lifespan and healthspan — how long people live in good health. From 2000 to 2019, this gap grew to 9.6 years, an increase of 13%. 

The nutrition industry is increasingly exploring solutions to address consumers’ concerns about healthy aging, focusing on maintaining vitality and independence throughout life. 

Recent scientific studies have found that food and supplements can significantly enhance healthy aging. For example, research found that daily omega-3 supplementation can slow biological aging. 

Meanwhile, 30 years of research reveal optimal dietary patterns for healthy aging, which are rich in plant-based foods, moderately include healthy animal-based foods, and have a low intake of ultra-processed foods.