Longevity used to be a category for older consumers. Not anymore. Our latest trends report shows healthy ageing has become a cross-generational lifestyle, with consumers of every age taking proactive steps to extend not just how long they live, but how well they live. Here are our key takeaways…
1. Longevity Is Now For Everyone
Healthy ageing has shifted from an older-adult concern to a universal health priority. Globally, 73% of consumers now consider healthy ageing extremely or very important, and while interest is strongest among Boomers (81%) and Gen X (77%), it’s Millennials (73%) and even Gen Z (61%) who are driving the category’s newest growth.
- 32% are interested in physical benefits that help them age well
- 21% purchase food or drink monthly to support healthy ageing
- 16% of the world’s population will be over 65 by 2050
Source: Innova Health & Nutrition Survey 2025; United Nations; WHO
2. Priorities Diverge Sharply By Generation
While the interest in longevity is shared, the reasons behind it are not. Successful brands are learning to speak to each life stage differently:
- Gen Z: disease prevention, healthy skin and appearance, energy levels, biohacking and wearables
- Millennials: collagen and gut health, stress recovery, longevity supplements, data-driven wellness
- Gen X: menopause management, bone and joint health, cardiovascular health, hormone-regulated energy
- Boomers: mobility and physical activity, bone and joint health (46%), gut/digestive health (73%), heart health and immunity (67%)
Source: Innova Health & Nutrition Survey 2025; McKinsey January 2026
3. The Science Is Catching Up With The Marketing
Researchers now identify 12 hallmarks of biological ageing (Cell Journal, 2023 update), and supplement innovation is increasingly targeting the ones with the strongest evidence base: mitochondrial dysfunction, cellular senescence, chronic inflammation, and dysbiosis. Ingredients with the most robust backing include omega-3, vitamin D, NR, NMN, CoQ10, resveratrol, quercetin, and urolithin A. Epigenetic clocks such as PhenoAge, GrimAge2, and DunedinPACE are also emerging as tools to measure biological – rather than chronological – age.
4. The Supplement Market Is Expanding Fast
Driven by preventive health focus, ageing populations, and personalisation, the longevity supplement market is growing well ahead of the broader dietary supplements category:
- Overall dietary supplements: ~9.5% CAGR to 2030
- Brain health supplements: ~13.7% CAGR (ageing + mental wellness)
- Personalised supplements: ~15% CAGR (DNA/biomarker formulations)
- Gut health supplements: ~8.9% CAGR (microbiome and immunity)
Source: Innova Health & Nutrition Survey 2025; McKinsey January 2026
5. Three High-Potential Opportunities For 2026–2028
McKinsey identifies three categories set to lead the next wave of longevity innovation:
- Longevity & cellular health – NAD+ boosters (NR/NMN), mitochondrial support, cognitive longevity blends, AM/PM longevity packs
- Gut health 2.0 – synbiotic blends, mood-gut axis supplements, GLP-1 supportive blends, fermented functional beverages
- Beauty & wellness convergence – collagen, antioxidants, and multifunctional formulations bridging ingestible and topical care
6. Format Still Decides Who Wins
Taste remains the number one purchase driver for supplements globally, and pill fatigue is pushing consumers toward more enjoyable formats. RTDs, hot drinks, shots, and gummies are all showing stronger growth momentum than traditional capsules and tablets, with AM/PM system packs and “daily longevity stacks” flagged by McKinsey as a high-potential format for 2026.
Consumer Mindset: Prevention Over Cure
Underpinning all of this is a broader shift in mindset. 85% of consumers experienced stress in the past 12 months, with finance (48%) and health concerns (35%) the leading causes. Consumers are responding by becoming more self-sufficient in managing their own health, 1 in 3 say they now take more ownership of it themselves, and by adopting a holistic, preventive approach where sleep, nutrition, movement, and mental wellbeing are treated as interconnected, not separate.
At Ourvita, we continue to track these shifts closely to help our partners develop credible, differentiated longevity products that meet consumers where they are, whatever generation they belong to.
Source: Innova Health & Nutrition Survey 2025; Innova Global Consumer Trends 2025; Innova Global Insights April 2026; Mintel Global Consumer Trends; McKinsey January 2026; Global Wellness Institute; SPINS; Black Swan Data; WHO
