Healthspan, a term coined by scientists, refers to the period of life during which a person is healthy and free from disease. This concept has evolved from being a means to extend lifespan to focusing on maintaining optimal physical and mental well-being throughout those extra years.
In late 2024, Euromonitor International noted that consumers are making behavioral changes to live healthier lives for longer, driven by the concept of healthspan. The firm observed that “consumers are prioritizing proactive health measures, aiming to ‘age well’ through personalized supplements, fitness routines and biohacking.”
Euromonitor also projected that global sales of vitamins, minerals and supplements will reach $139.9 billion by the end of 2025. This trend is expected to continue, with more consumers seeking out products and services that promote longevity and healthspan.
A new report from IRIS Ventures highlights the rise of longevity-driven nutrition, emphasizing the importance of ingredients like vitamin D, magnesium, curcumin, ashwagandha and NMN. The report categorizes longevity consumers into two main groups based on life stage, with younger consumers prioritizing health as a new form of wealth and older demographics focusing on preserving vitality and independence.
The report notes that Gen Z and Millennials are embracing metabolic health, gut support and precision supplementation as part of their daily routines. Wearables like Apple Watch, Oura, and Whoop are also becoming mainstream, accelerating the shift toward personalized nutrition and biofeedback-led lifestyles.
For older demographics, the report states that longevity is about preserving vitality, independence and mental sharpness. The over-40 consumer is prioritizing muscle maintenance, hormonal balance and cognitive function, driving demand for protein, fiber, omega-3s and longevity-targeted supplements like NAD+, NMN and CoQ10.
Another report by The Future Laboratory and The Together Group highlights the growing interest in precision health and life-extension services. The report notes that “wealthy consumers are fueling a blossoming market for these services, driven by their desire to extend their lifespan and healthspan.”
The report emphasizes the importance of sector-agnostic collaboration in the success of longevity-focused innovation. It notes that “science sets a new benchmark for next-generation luxury consumers” and that collaboration will be essential to achieve this goal.
NAD+ and NMN are two key ingredients that are gaining popularity in the longevity space. These compounds play a crucial role in cellular energy production and aging, making them a cornerstone of longevity-focused supplementation. Rosalia di Gesu, associate director for beauty and personal care at Mintel, notes that there is a growing understanding of how lifestyle affects the aging process, leading to a white space for innovation in the beauty and wellness space.
L’Oréal has partnered with Tru Diagnostic to explore the connection between beauty indicators and changes in epigenomic markers. The company aims to develop advanced products that promote long-term skin and hair health, triggering the hallmarks of longevity activation.
The company’s Longevity Integrative Science division is exploring how mechanisms in the human body can affect skin’s age and appearance, uncovering biological age rather than chronological age. The division is based on the nine hallmarks of aging described as “nine interconnected biological mechanisms activated by the science of biomarkers.”
Timeline, a Swiss biotech firm, has created Mitopure-branded urolithin A, a postbiotic targeting mitochondrial health and longevity. The company claims that urolithin A triggers a crucial recycling process within cells called “mitophagy,” allowing them to repair themselves and improve their performance to provide valuable health benefits.
New ingestible innovation in beauty-longevity includes supplements and topical products that target aging at its root at the cellular level. Brands like ARTIS London and Niance are innovating in the space, offering products that combine NAD+ with sirtuin promoters and other ingredients to promote longevity and healthspan.
Sector-agnostic collaboration will be key to the success of longevity-focused innovation, with brands teaming up with third-party companies and industries focused on longevity.
