The global number of people aged 60 years and older is expected to double from 1 billion in 2020 to 2.1 billion by 2050.^* As the population ages, the drive to not just live longer but to thrive well into later years is growing. Consumers of all ages are leading lifestyles that prioritize quality of life over just longevity, seeking out products and services that support healthy aging.

This new white paper, The Future of Aging Well, features new insights into consumers’ interests, motivations, and behaviors related to healthy aging across age demographics. Using proprietary research gathered in an exclusive two-part study, Nutrition21 explores specific health areas that grow in concern with age, uncovering consumer expectations, dissatisfaction, and future needs to develop a picture of what healthy aging will look like in the future.

While a wider age range of consumers are focusing on healthy aging, their motivations and goals differ by generation. For example, younger generations are motivated by the desire to live longer, while older generations prioritize maintaining independence and preventing disease and decline. Younger generations seek to preserve appearance or manage stress, while older generations prioritize long-term mobility or cognitive resilience.

Consumers are actively spending on products or services that support healthy aging. This approach starts early—many consumers believe they should start being proactive about healthy aging by the time they are in their 30s. Dietary supplement usage continues to rise across generations, with each age group gravitating toward solutions aligned with their evolving healthy aging priorities. Not only do consumers want dietary supplements with benefits that address joint discomfort, mood support, and energy, they also demand efficacy and products formulated to align with their expectations.

Regardless of age, most consumers expect healthy aging to be as or more relevant to them 5 years from now. Download this newest white paper to uncover what the future opportunities will be in the healthy aging category.

^*World Health Organization