Global consumers are increasingly prioritizing health and longevity, according to data analytics firm Euromonitor International.
As the global population ages, the desire to live longer—and maintain good health—continues to grow. By 2030, it’s projected that 12% of the global population will be aged 65 or older, up from 8% in 2010. Additionally, global life expectancy is expected to rise from 70.7 years in 2010 to 74.5 years in 2030.
Euromonitor highlights “healthspan” as one of its Top Global Consumer Trends for 2025. This shift is being driven by the lasting impact of the pandemic, access to educational resources, technological advancements, and the growing number of older adults.
Karolina Grigorijevaite, team lead for innovation at Euromonitor International, explained: “Consumers are adopting new behaviors now to support their future well-being. The goal is to live healthier for longer. According to Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2024, one in two consumers believe they will be healthier in 2029 than they are today.”
Grigorijevaite said: “The desire for longevity is shaping the wellness choices that consumers are making. This is propelling a bigger shift towards preventative and specialised solutions. Increased consumption of vitamins and supplements is one of the examples recording recent steady growth, with sales expected to hit USD139.9 billion by 2025.
Consumers are turning to niche remedies that address age-specific concerns such as preventing joint pain, memory issues, skin health and hormonal changes. They are proactively searching for products with proven results to help mitigate or alleviate symptoms throughout their lives. Some 34% of female consumers took vitamins and supplements to prevent menopause-related symptoms in 2024.”
Consumers look for products with scientifically proven benefits for health, like NAD+ supplements that target cellular health. NAD+ is a vital coenzyme which is important in regulation of metabolism, longevity, DNA repair and the immune system.
Grigorijevaite said: “The number of online SKUs labelled NAD+ almost tripled across consumer health categories from 409 in 2023 to 1,137 in August 2024. New online launches of brands with cellular health claims grew 135% in the vitamins and supplements category between Q1 and Q2 2024 across 32 countries. This underpins the demand for proven results that consumers search for and offers new opportunities for businesses”