Consumers focus on living longer, healthier lives

The desire for longevity has fuelled a surge in preventative and specialised health solutions.

Consumers are increasingly focused on living longer and staying healthier, according to Euromonitor International.

By 2030, 12% of the global population will be 65 or older, up from 8% in 2010. Life expectancy is set to rise from 70.7 years in 2010 to 74.5 years in 2030.

 “Consumers are making behavioural changes now to benefit their future selves,” said Karolina Grigorijevaite, innovation team lead at Euromonitor. “Their goal is to live healthier for longer. “

According to the Euromonitor’s Voice of the Consumer: Lifestyles Survey 2024, half of the respondents believe they will be healthier in 2029 than they are now.

The desire for longevity has fuelled a surge in preventative and specialised health solutions. One notable trend is the rising consumption of vitamins and supplements, with sales projected to reach $139.9 b by 2025.

Grigorijevaite explained that consumers are seeking targeted remedies for age-specific concerns such as joint pain, memory health, skin vitality, and hormonal changes. In 2024, 34% of female consumers reported taking supplements to manage menopause-related symptoms.

Health products with proven scientific results are in high demand. NAD+ supplements, which support cellular health, have seen a surge in popularity. Online listings for NAD+ products nearly tripled from 2023 to August 2024, while new launches in the cellular health category grew by 135%.

'This underpins the demand for proven results that consumers search for and offers new opportunities for businesses,” he said.