Muscling through healthy aging transformations: Industry eyes functional formats and botanical ingredients

15 Sep 2022 --- With consumers becoming increasingly knowledgeable about their supplement ingredients, the changing landscape around the healthy aging space is driving an interest in areas such as cognition, joint health and muscle support.

NutritionInsight speaks to Gencor’s global innovation manager, Mariko Hill, on the shift from anti-aging to aging well and how industry is responding to these developments. 

“Using positive connotations about aging is used much more widely now. This is also being ‘anti-aging’ has a negative connotation and deems aging as a bad thing, despite it being a natural biological process in humans.” 

Honing in on the trend, Givaudan Active Beauty last year announced it was ditching anti-aging claims for positively branded “well-aging” skincare. Research has also revealed a trifecta of healthy aging demands: physical, mental and cognitive health. 

According to Innova Market Insights, younger generations are much more health-savvy than those of 30 years ago. While 48% of Gen Z consumers between the age of 18 and 25 say they are taking action toward their health or they will soon, only 7% of those between 46 and 55 said they did when they were 20.

Cognition is a  key concern for consumers as they age.Key ingredients
Hill explains protein and botanicals have always been on trend and well-known for their benefits on musculoskeletal health. “Ingredients that are easily consumed are also of preference as dysphagia is a common problem seen amongst older people, such as swallowing problems.” 

“Therefore, powders, effervescents and chewables are popular formats that are seen in the ‘healthy aging’ sector.”

Companies have observed a generational gap in delivery formats, highlighting how older consumers may prefer traditional capsules. Nonetheless, the active nutrition space is also shaping up the delivery formats in a bid to appeal to consumer palates.

The healthy aging space is also pivoting toward holistic solutions, with probiotics garnering increasing attention, Innova Market Insights highlights. Companies are eying the gut-brain axis for the opportunities the microbiome may offer in aiding the healthy aging space.

Supplements for active life
Having the foundations of a healthy lifestyle is ultimately key for healthy aging, Hill adds. This entails exercising regularly, eating well and ensuring individuals have a healthy social surrounding. 

“Supplements can certainly support the aging process as certain macronutrients and botanicals such as protein and Fenugreek, respectively, can support muscle mass.” Testofen is one particular branded extract of Fenugreek touted to increase muscle mass and strength in individuals, she adds. 

“Furthermore, having an important musculoskeletal system such as bones, joints and muscle, is important in order for individuals to stay active and independent.” 

Although muscle health accounted for less than 2% of healthy aging claims on new launches in 2020-2021, it grew by 20% in food and beverage products and by 40% in supplements, according to Innova Market Insights.

By Andria Kades with additional reporting from Radhika Sikaria