Operation Enduring Wellness

by Lisa Schofield | March 1, 2024

Undeniably the largest category of natural health products, healthy aging continues to offer real results for boosting wellness.

Let’s get this out of the way: if it’s a supplement or functional beverage, it’s healthy aging. However, because this category is not easily pinpointed, it helps to try to define it not by what it is, but what the products do to help consumers feel their best.

“The very term ‘healthy aging’ is an indication of what has changed over the past five years. Previously, the ubiquitous term was anti-aging.’ As initially desirable as the concept of anti-aging may be, most people realize that anti-aging is an unobtainable goal—healthy aging, on the other hand, is all about maximizing your physical and mental potential as you age,” commented Gene Bruno, MS, MHS, RH(AHG), chief scientific officer, California-based Nutraland USA. “It’s about staying healthy, longer. With healthy aging, it’s all about feeling good.”

Antonio Vendrell, marketing director at Bioiberica (Spain) observed, “When it comes to healthy aging, an even more dynamic and empowered concept is emerging—active aging. Though closely related to healthy aging, active aging places even greater emphasis on wellness in later years; recognizing that older adults can maintain an active, independent and meaningful lifestyle.”

Vendrell added that active aging aligns with the broader holistic health movement—an approach that focuses on the connection between physical activity, a nutritious diet, sufficient sleep, stable emotional well-being and social and mental stimulation. “Brands attuned to holistic health—or even better, those that champion it—are poised to stand out in this evolving landscape,” he stated.

Market Dynamics

Approximately 60 percent of Americans who identify as “proactive” say that their long-term health is a priority area of well-being to improve upon in the next year, according to FMCG Gurus’ report, “Proactive vs. Reactive Consumers in the USA, 2023.”

Jordan Miller, vice president, marketing, New Jersey-based Nutrition21, commented, “the transition from a preventative to a proactive approach for health—to maintain a healthy life for longer as we age—has also boosted the use of functional foods, beverages and dietary supplements. The 2023 Council for Responsible Nutrition Survey on Dietary Supplements survey revealed that 74 percent of U.S. adults report taking supplements regularly, and further 42 percent strongly believe that supplements are essential to maintaining their health.”

A 2023 FMCG Gurus survey (“Recharge & Revive”) found that the top five ways consumers measure good health include: their fitness and activity level, mental well-being, waistline measurement, dietary habits and physical appearance. Other categories poised to exhibit strong growth are 2023 brain/cognitive health supplements; sports/energy/weight management; and beauty from within, says Nutrition Business Journal’s Condition Specific Report 2023.

Kratika Gupte, global marketing lead, OmniActive Health Technologies, New Jersey, mused, “What’s also interesting is, according to Zion Market Research, the global anti-aging supplements market size was worth around $1.1 billion in 2022 and is predicted to grow to approximately $2.3 billion by 2030 with a compound annual growth rate (CAGR) of roughly 9.6 percent between 2023 and 2030.”

Paula Limena, vice president, global marketing, health & wellness, ADM, observed that consumers are shifting away from concentrating on one or two areas of wellness to focus on overall health and prevention. Recent research from FMCG Gurus “Top Trends for 2024” shows that 71 percent of Generation Z, 58 percent of Millennials, 61 percent of Generation X and 64 percent of Baby Boomers” are taking a proactive approach to health to focus on prevention over cure—which is driven by the desire to stay fit and active until as late in life as possible.”

Looking at Baby Boomers, 58 percent of female and 59 percent of male Baby Boomers relate that they are taking a proactive approach to their health, according to a 2023 report from FMCG Gurus’ report, “Healthy Aging versus Healthy Living: Addressing the Health Needs of Baby Boomers.” The report also showed that 66 percent of Boomer women are more likely to be attentive to their long-term health and immune function, as opposed to 48 percent of Boomer men.

Proprietary research from New Jersey-based Lonza Capsules & Health Ingredients finds that consumers of all ages are increasingly focusing on their well-being—75 percent of consumers aged between 25-73 express a desire to maintain an active lifestyle, pointed out Emily Navarro, MS, RD, global marketing manager. Lonza’s research indicates that ‘improved overall health and wellness’ is the top motivation for maintaining long-term joint health and mobility. “ In addition, a substantial 72 percent of consumers—young and old—are already taking a dietary supplement to proactively address their joint health,” she observed.

In the viewpoint of Andrea Zangara, head of scientific communications & medical affairs Euromed, the global health crisis COVID-19 “has fundamentally altered how people across the world view their health and wellness.”

He noted that Millennials, in particular, have been at the forefront of this change, adopting a more holistic view of health. They are looking to achieve a long-term balance of body and mind, which emphasizes a growing trend toward integrative health approaches to achieve physical and mental well-being. “This holistic view aligns well with the rising interest in preventive health care and balanced nutrition, leading to a growing preference for a “better-for-you” approach in supplement, food and beverage consumption.”

Ryan Wories, director of marketing, FutureCeuticals, Illinois, also cited the recent report from FMCG Gurus (“Healthy Aging vs. Healthy Living Report. 2023”), which finds that 80 percent of Millennials state that healthy aging is important to them.

The healthy aging/anti-aging market was valued at $59.1 billion in 2021, and is projected to reach $88.1 billion by 2028, with a CAGR of 6.9 percent, according to a 2022 report from Vantage Market Research (Global Anti-Aging Market Size Worth $88.1 Billion by 2028). “A modest amount of this market is attributable to dietary supplements at $1.2 billion in 2022, projected to reach $2.3 billion in 2030 with a CAGR of 9.6 percent, as shown by Zion Market Research (Anti-Aging Supplements Market Size, Share, Industry Analysis, Trends, Growth, 2030), noted Bruno.

Hot topics underpinning enduring wellness are based on compelling discoveries and research in the scientific community. For example, provided Bruno, “over the past five years, the three most popular methods for addressing healthy aging/anti-aging were telomere extenders, and NAD+ precursors.”

Telomeres are stretches of sacrificial DNA at the end of chromosomes that are effectively deleted each time a cell replicates. Nutraceuticals that can extend telomere length (e.g., astragalus compounds and vitamin D) may be able to extend cellular life.

Brand formulators are interested in research showing that the decline in NAD+, a coenzyme involved in energy metabolism and multiple biochemical processes, is associated with hallmarks of aging.

“Nutraceuticals such as NMN, NR and niacinamide are NAD+ precursors that can increase NAD+ levels and may slow aspects of aging,” Bruno commented. “The newest kid on the block, however, are nutraceuticals like polyamines (that can promote autophagy, the body’s process of breaking down and cleaning up old and damaged cell parts.”

Personalized nutrition stands out as a key opportunity, where customization based on individual health profiles and preferences can create tailored supplements and plans—and this is a growing area in healthy aging products, according to Rajat Shah co-founder Nutriventia Limited, India. She observed, “Recognizing the integral link between the mind and body, products that support cognitive health, stress management and emotional well-being cater to a holistic approach. Targeting specific demographics within the aging population allows for tailored solutions, addressing unique health needs and preferences.”

She added that the beauty-from-within market is also part of the healthy aging sector combining overall aesthetics with skin health and vitality from within. “By navigating these opportunities, brands can position themselves at the forefront of a market that values personalization, innovation, holistic well-being, and targeted solutions for diverse consumer demographics.”

Opportunities

Space prohibits mentioning all relevant ingredients but we will present summaries of those provided by our sources—and in sum, lend an idea of how exciting and disparate this category is for product development in 2024.

Aging Processes: Several ingredients work to help restore lagging biochemical processes that occur naturally with an aging organism.

Polyamines are an example, pointed out Bruno. Polyamines have been shown to increase autophagy and have even been found to promote healthy lifespan in 829 participants over 20 years in population research. “As it turns out, increasing autophagy with Nutraland’s Miracell rice germ polyamines have even been shown to reduce telomere shortening in adult human fibroblast cells,” he explained. “Furthermore, autophagy has a bidirectional feedback relationship with NAD+ where each needs the other to function at its best. As such, polyamines can be positioned as a complementary nutraceutical to NAD+ promoters, thereby providing a meaningful point of differentiation.”

Bruno added that supplementing with polyamines has been shown to offer several specific healthy aging benefits. In human clinical research polyamine supplementation was shown to accelerate hair growth and increase hair stem diameter (i.e., thickness). In addition, polyamines have been shown to improve cognitive performance and memory performance. Research has even shown that polyamines can promote a healthy modulation of cortisol, DHEAS, testosterone, progesterone and estradiol in men and women.

According to Simo Echchafai, senior vice president, human health ingredients, North America, Aker BioMarine Norway, in a recent study on Superba Krill Oil, researchers used nematode worms and human cells to investigate if krill oil can decelerate the aging process. The study found that krill oil promotes healthy aging by counteracting many of the cellular and biological processes that drive aging in cells and tissues such as:

• Suppressing the accumulation of oxidative DNA damage
• Counteracting the loss of mitochondrial membrane potential and function
• Suppressing senescence (the loss of cells’ ability to grow and divide)

“The subjects that received Superba Krill oil did not lose as many nerve cells in the brains as they aged. Therefore, they preserved both memory and neuromuscular function and were generally much more active,” Echchafai commented.

Some ingredients known for one effect also have been shown to provide different healthy aging properties. For example, while elderberry is best known for its studied antiviral and immune supporting properties, “a recent study has opened the door for a new potential application for elderberry extract around healthy aging and cellular health,” related Melanie Bush, vice president of science and research, Artemis International. Good cellular health is largely reliant on a protein, Sirtuin 6, which declines as we age.

“A preliminary study showed that ElderCraft Elderberry Extract had the potential to activate Sirtuin 6 in cells. These findings reveal that ElderCraft goes beyond seasonal cold and flu products and can promote longevity and contribute to overall health and wellness as we age,” Bush said.

For Children: Indeed, healthy aging should start with children, and formulating parent-approved supplements is a great idea. Lutemax Kids, from New Jersey-based OmniActive Health Technologies, is said to deliver an efficacious dose of three macular carotenoids (lutein, RR-0zeaxanthin and RS-meso zeaxanthinin a similar 5:1 ratio as naturally found in the diet, according to Deshanie Rai, PhD, FACN, vice president global science, regulatory and advocacy.

In a recent soon-to-be-published study, Lutemax Kids was shown to help support both eye health and aspects of cognitive performance in children 5-12 years of age. In the six-month randomized, double-blind, placebo-controlled study of 60 children aged 5-12 years, Lutemax Kids was shown to:

• Increase lutein and zeaxanthin status
• Increase visual processing speed
• Reduce eye strain and fatigue as a result of digital device use
• Significantly improve aspects of cognitive health including attention, focus/concentration, episodic memory and more.

“This is the first supplementation study of lutein and zeaxanthin to be completed in children,” Rai said. “In the U.S., only one in 11 children eat enough fruits and vegetables to get adequate amounts of carotenoids.”

Another contender is Gnosis by Lesaffre’s MenaQ7 vitamin K2 menaquinone-7, which has been demonstrated in several studies to promote healthy bone development in young and prepubertal girls. Young Adults: And, as in children, supplement regimens in young adults, such as Generation Z and the younger Millennials, can help them enjoy improved well-being as they enter older decades.

In the brain-cognitive space, DSX1, a new lion’s mane extract from California-based Sempera Organics, was shown in a newly published study to help younger adults maintain cognitive acuity and to reduce stress. “We feel this is critical for younger adults to preserve their cognitive functions as they age so that when they reach their later years, clarify and fluidity of cognitive activities may remain youthful,” said Nirmal Nair, CEO.

This randomized, double-blind, placebo-controlled, parallel-group study investigated the effects of immediate (60 minutes post-dose) and sustained (28-day intervention) of daily supplementation with 1.8 g of Lion’s mane blend SO-DSX1 in 41 healthy adults aged 18-45 years.

Analysis showed that following a single dose of SO-DSX1 participants performed quicker on the Stroop test at 60 minutes post-dose. The Stroop test measures cognitive functions. “We also found that a those taking SO-DSX1 reported reduced subjective stress after 28 days,” Nair commented. “The researchers noted a distinct trend on the Stress Visual Analog Score (VAS) with the participants in the SO-DSX1 lion’s mane group.”

One would not necessarily think that spry young adults would need to consider their joints, but that’s changing. Collagen is one of the forces of that change, as it is a sales powerhouse among younger adults for skin health. “When it comes to choosing the right ingredient for active lifestyle consumers, collagen comes out on top,” Navarro commented. “The market for collagen is expected to grow by an impressive CAGR of 10.2 percent from 2023 to 2030 and products containing collagen are among the fastest growing in the supplement market today.”

For the younger adult market, Navarro noted that UC-II undenatured type II collagen is supported by 11 human clinical studies—including healthy and active consumers as young as 20 years old. “Research involving younger, healthy adults has found that supplementation with UC-II undenatured type II collagen offers important mobility benefits for this often clinically underrepresented group,” she related.

The randomized, double-blind, placebo-controlled study investigated the effects of a 40 mg daily dose of UC-II undenatured type II collagen in 96 active, healthy adults aged 20 to 55 years old. Results found that UC-II undenatured type II collagen improved joint flexibility by three degrees—15 times more effectively—than the placebo. “This correlates to joints feeling 10 years younger,” she emphasized.

Last year, Lonza collected data to prove the viability of UC-II undenatured type II collagen in additional applications, specifically foods and beverages. In the 2023 benchtop exercise study, the ingredient was shown to withstand various processing conditions associated with food and beverage manufacturing, such as high temperature, time and pH levels.

Skin/Beauty-From-Within: One cannot discuss enduring wellness and healthy aging without addressing appearance. Nobody wants to look their age!

Nutrition 21’s Lustriva is described by Miller as a patented complex of bonded arginine silicate and magnesium biotinate that is designed as a healthy aging, beauty-from-within ingredient. Lustriva is unique in that its form of biotin has 40 times greater solubility than D-biotin. Lustriva has been clinically shown to increase existing hair growth in as little as three weeks, reduce facial wrinkles and fine lines, and improve skin texture.

ADM has recently developed two probiotic formulations—AD formulation and Smooth Skin formulation—which have shown the potential to support different aspects of skin health, according to Lumina. The AD formulation may help provide support for dry, itchy skin, clear skin and skin vitality. The Smooth Skin formulation may also support overall skin health and clear skin.

Dermial is Bioeberica’s offering for skin health and beauty product development. It “delivers superior results for skin health over standard hyaluronic acid, bringing powerful regenerative and moisturizing properties to help maintain the health and nutrition of the skin,” Vendrell described. “It is also demonstrated to have antioxidant properties in skin cells, and It does this at only 60 mg/day.”

Cognitive Support: The specter of forgetting everyone and nearly everything in old age is terrifying. Although some mild cognitive forgetfulness is par for the aging course, cognitive function can be protected.

One way of support that is gaining attention and research interest is supporting levels of brain derived neurotrophic factor (BDNF), a key neurotrophin involved brain function, including the development, maintenance, connection and protection of neurons, and it too declines with age. Low amounts of BDNF have been associated with a variety of brain-related health concerns, and it is also affected by neuro-inflammation.

FutureCeuticals’ CognatiQ is a patented extract from sustainably sourced coffee fruit that supports brain health and improves daily, cognitive performance, according to Wories. In multiple clinical studies, he pointed out, CognatiQ has been shown to work with our body’s own natural pathways to increase levels of BDNF.

“CognatiQ has also been clinically shown to induce measurable improvements in concentration, alertness, reaction time and accuracy both within 60 minutes post ingestion and sustain those benefits over 28 days with daily use,” he said.

Nutrition 21’s nooLVL is a non-stimulant cognitive health ingredient that enhances performance, fights mental fatigue and keeps the brain sharp, according to Miller. “nooLVL contains no stimulants (and therefore, none of the negative side effects that accompany them) and works fast—within 15 minutes,” she stated.

Mobility: Today’s seniors and soon-to-be seniors do not intend to slow down if they can help it. Too many things to do and places to go. The ability to ambulate, hoist objects, stretch to the top shelves, play ball, hike trails, etc. can be hampered by degrading joints, and muscle aches after the first and especially physical workouts.

“Muscle protein synthesis is the process in which the body makes new protein to rebuild and repair muscle tissue. Age-related muscle loss is a natural part of aging, and maintaining healthy working muscles is one of the best ways to stay healthy and active for years to come,” explained Miller.

Velositol is Nutrition 21’s patented complex of amlyopectin and chromium that “helps unlock the potential of protein to enhance muscle protein synthesis activity after exercise,” Miller described. She added that research shows Velositol added to protein can increase muscle protein synthesis significantly more than protein and exercise alone. Further, “when combined with resistance exercise, it can significantly improve muscular strength.”

Euromed’s Spisar is an extract from Spanish spinach leaves standardized to 20-hydroxyecdysone, and, said Zangara, it has been shown to be particularly beneficial for those aged 50 and above, especially when combined with strength training. A clinical study demonstrated that daily intake of Spisar for 12 weeks in adults in this age group, coupled with a physical training regimen, resulted in significant improvements in muscle fitness.

Nutriventia TurmXTRA 60N contains 150 mg of curcuminoids derived from turmeric and is effective in one small dose. “These curcuminoids are studied for reducing inflammation, expediting post-exercise recovery, and enhancing flexibility and joint health in healthy individuals,” Shah said.

She noted that a recent comprehensive study on musculoskeletal health, a systematic review and meta-analysis of 20 randomized clinical trials (RCTs) assessing the optimal dosage, safety and effectiveness of commercial turmeric extract and curcumin supplements in promoting musculoskeletal health revealed that 25 0mg of TurmXTRA is as effective options for supporting musculoskeletal well-being. Shah revealed that Nutriventia is working a human pharmacokinetic study that compares TurmXTRA 60N to a branded standardized 95 percent turmeric extract.

ADM’s new probiotic Active Lifestyle blend incorporates its ES1 (Bifidobacterium longum CECT7347) alongside its BPL4 (Lactobacillus casei CECT9104) and BPL15 (Lactobacillus rhamnosus CECT8361), and, according to Limena, has been shown to support certain biomarkers related to post-exercise oxidative stress.

Steve Fink, vice president of marketing, New Jersey-based PLT Health Solutions said that in 2023, it was revealed that PLT completed a fourth clinical study on its AprèsFlex 5-Day Joint Support that showed benefits for cartilage health. “This is the first study of a Boswellia serrata ingredient demonstrating support for cartilage preservation,” he commented.

In the clinical trial, 80 adults aged 40-75 received either 100 mg/day of AprèsFlex or placebo for six months with data collected at baseline, one, two, four and six months. Study endpoints included joint comfort (WOMAC, VAS, Lequesne Functional Index); functional capacity testing (six-minute walk, stair climb); MRI evaluation of the knee joints to assess joint space narrowing, cartilage thickness, and analysis of several biomarkers related to cartilage breakdown and inflammation.

Subjects taking AprèsFlex experienced steady improvement in joint comfort, with up to a 70 percent reduction in pain by the end of the study, as well as 25 percent less stiffness on Day 30 and up to a 72 percent reduction in stiffness at six months. AprèsFlex subjects showed a 71 percent improvement in physical function at six months. They also demonstrated substantial, significant improvements in their functional abilities including an increase in walking speed of nearly 27 percent and a reduction in time to ascend and descend stairs of 30 percent.

Further, Fink added, MRI assessments of joint space in the knee showed AprèsFlex limited joint space narrowing, improving joint space, while subjects taking placebo showed more narrowing of knee joint space, an action that results in discomfort.

According to Echchafai, two new studies examined Superba krill oil’s mobility-protective effects in aging populations. One study concluded that krill oil significantly increases muscle function and size in healthy older adults 60 and older. Another concluded that krill oil improves knee pain, stiffness and physical function in adults 40 to 65 years old with mild to moderate knee osteoarthritis.

The Takeaway

“Today, people are becoming interested in aging more gracefully at an increasingly younger age,” observed Fink. “The way we take care of ourselves when we’re younger has profound implications on our health and well-being later in life. So, we believe that consumer products companies can message to a younger demographic about healthy aging today.”

Kreienbrink noted, “current trends in health, wellness and nutrition are creating inspiration and opportunities for food, beverage, and supplement manufacturers to develop and create functionally improved products to help the aging population face their health issues head on.” NIE