Reframing Aging

by Eric Munson | March 1, 2025

Natural ingredients aim to provide a longer health span.

Worldometer data shows the global life expectancy is now at 73.3 years and the perception of “growing old” is evolving. Today’s consumers are leaving behind the negative concept of “anti-aging” to embrace the natural aging process instead.

According to NielsenIQ (NIQ), healthy aging is no longer just a concern for the older generation. Consumers of all ages are becoming more invested in personal well-being with more than half being proactive with their choices to live longer and healthier lives.

“This more proactive, preventative approach to healthy aging is having a direct impact on the supplement market, opening up new opportunities for manufacturers to create solutions that foster cognitive health, long-term strength, balance and mobility,” said Lindsay Cole, sales & business development manager, North America at Kappa Bioscience AS, a division of Balchem (Montvale, NJ).

Simo Echchafai, senior vice president, Human Health Ingredients at Norway-based Aker BioMarine, added, “There is no question that the longevity and aging ingredients market is rapidly expanding, driven by a growing consumer interest in products that support health span and reduce aging effects. And it’s not just about older generations. Younger demographics are engaging in preventative care, with many starting to take active steps toward healthy aging.”

The State of the Market

According to Grand View Research, the global anti-aging supplement market was valued at $4.19 billion in 2023, growing at a compound annual growth rate (CAGR) of 7.6 percent by 2030.

“The healthy aging supplement market is experiencing a remarkable transformation. It’s no longer just about taking your daily vitamins. What’s really exciting is how science is finally catching up to what we’ve long suspected: we can actually influence how our cells age,” said Marianne McDonagh, vice president of sales at Minnesota-based Bioenergy Life Science (BLS).

Mark G. Walin, senior vice president, business development & marketing at BIO-CAT (Troy, VA) noted the market consists of a growing number of consumers who are entering their “golden years,” but are “resisting” the acceptance of aging.

“The natural aging process is associated with progressive decline in digestive function and digestive enzyme output,” Walin said. “This can result in less complete protein digestion, which can lead to less absorption of amino acid building blocks to support muscle protein balance and overall strength. In more serious instances where sarcopenia is diagnosed, there is often a dramatic impact on mobility, increased risk of falling and independence later in life.”

As life expectancy increases, customers are looking for ways to aid in healthy aging, according to Vincent Hackel, president and CEO of Guzen Development (Walnut Creek, CA).

“Unfortunately, there is not a singular ingredient that aids directly in healthy aging. However, science has proven that an important part to address is excessive oxidation,” Hackel said. “When it comes to aging, reactive oxygen species (ROS) are among the most important free radicals implicated in cell damage, which leads to aging. As a result, the market has shifted their focus on antioxidant products.”

Russel Taylor, vice president of Live Earth Products (Emery, UT) said the search for natural and trusted solutions continues to expand.

“The segment is expanding beyond traditional antioxidants and vitamins to include innovative bioactive compounds like the natural fulvic acid we mine in Utah,” Taylor said. “Consumers are looking for ingredients that do more than supplement a diet—they want bioactive compounds that improve nutrient absorption, promote cellular energy and contribute to overall longevity.”

Steve Fink, vice president, marketing at PLT Health Solutions (Morristown, NJ) agreed with Taylor, adding, “We are finding that people interested in healthy aging are getting younger. What separates the two demographics is what they seek as benefits. For example, in the category we call joint health, older consumers might want increased comfort or better mobility, while younger consumers may look at cartilage preservation and protection or faster recovery. Longevity and aging factor into every health category in our industry.”

Consumer Expectations

According to Polaris Market Research, consumers want to improve overall health and well-being including improving skin wrinkles and elasticity, boosting cognitive function, increasing energy levels, improving joint health and protecting against disease.

Hackel emphasized the main goal of most consumers is not to dramatically increase their life expectancy, but to ensure they are able to sustain their health and quality of life as they age.

“Here’s what makes this moment so unique: we’re seeing a perfect convergence of scientific validation and consumer demand,” McDonagh said. “The data show something remarkable. About half of U.S. consumers now specifically seek natural, clean-label products. But they want these natural ingredients backed by serious science.”

Echchafai agreed with McDonagh that consumers are opting for clean labels, driven by a combination of health consciousness, transparency and ethical values.

“Like the ‘real food’ clean eating movement, consumers are holding their dietary supplements to the same standards by opting for natural, minimal ingredients and no artificial additives over synthetic or heavily processed options. Transparency plays a crucial role here, as consumers seek clear knowledge of what they’re consuming,” Echchafai said.

According to Angie Rimel, marketing communications director at Gelita (Sergeant Bluff, IA), consumers are increasingly informed about the importance of exercise, proper nutrition and supplementation. They also recognize what they do today affects their quality of life now and tomorrow.

“They strive to optimize mobility, health and appearance—at any and every age. This diverse group looking to maximize health benefits through good nutrition and supplementation will favor products with the greatest amount of scientific research and substantiation to support them,” Rimel said.

Julianne Gardner, marketing & communications coordinator at Stratum Nutrition (Carthage, MO), added, “As awareness about the potential risks associated with certain supplements, consumers are prioritizing natural and holistic approaches to healthy aging. This shift is reflected in the rising interest in comprehensive wellness strategies that encompass balanced nutrition, regular physical activity and mental well-being, rather than solely relying on quick-fix solutions.”

Driving Factors

The main factors driving the growth of the category include the aging of America, social media influencers and rising disposable income, according to Dr. Gene Bruno, DBM, MS, MHS, RH(AHG), The Vitamin Professor, chief scientific officer at Nutraland USA (Irvine, CA).

“As the population ages, there is a greater interest in products that help maintain health and vitality. The popularity of social media and beauty influencers also influence customer purchasing decisions. Rising disposable incomes can lead to increased spending on anti-aging products,” Bruno said.

According to Walin, the evolution of healthy aging stems from a better understanding of the nutritional changes required as we age.

“This is especially important for adults entering their 50s, when digestive enzyme production begins to naturally decline, therefore reducing the bioavailability of protein,” Walin said. “Consumers are increasingly more concerned with the type, the source, the purity and the functional properties of the protein they are consuming.”

McDonagh said a holistic approach resonates with consumers who understand that aging starts at the cellular level. She added the shift toward science-based, cellular-focused, anti-aging supplements isn’t just a trend but is the future of healthy aging. Rimel said the market is characterized by consumers who want to maintain functional abilities that enable individuals to meet their needs and contribute to society within their environment.

According to Gardner, technological and scientific advancements, particularly in biotechnology and health care, are fostering innovation and investment. Governments and policymakers are beginning to prioritize longevity.

Sara Zoet, director, activation marketing and communications at OmniActive Health Technologies (Bridgewater, NJ) added other factors include a rise in preventative health care awareness, advancements in nutritional science, product innovations, development of novel dietary delivery systems and an increase in “beauty-from-within.”

“Consumers from all walks of life opt for solutions that are fast-acting, lower dose and that are supported by strong clinical science,” Fink said. “They also want convenience and ‘delightful’ delivery systems. Consumers want to experience the wellness they are seeking. It’s the consumer experience of a supplement product that builds brands and drives repeat sales.”

Ingredient Trends

As an increasingly popular category, there are various ingredients that have been gaining traction for use in formulations.

Cole said consumer interest in magnesium boomed in recent years. Magnesium is an essential mineral that offers multiple health benefits such as producing energy and supporting sleep. It has also been shown to help lower blood pressure and enhance cardiovascular efficiency, a major piece of the healthy aging puzzle. Vitamins K2 and D are also rapidly gaining popularity.

“Vitamin K2 and vitamin D work in synergy to contribute to the maintenance of normal bones and help improve healthy bone mass/mineral density in postmenopausal women. What’s more vitamin K2 and vitamin D contribute to vascular health as well, helping to maintain a healthy heart,” Cole said.

According to Rimel, health-conscious consumers are extremely interested in collagen. Across the globe, the multifunctional nature of collagen is gaining recognition and is expanding beyond its origins in beauty-from-within products. Bruno agreed with Rimel about collagen, adding other ingredients such as NMN (nicotinamide mononucleotide), resveratrol, vitamins, minerals, hyaluronic acid and spermidine are also trending.

“Here, collagen plays a vital role in healthy aging formulations that target physiological advantages for white tissue health,” Rimel said. “This white tissue encompasses tendons, ligaments, cartilage, joints, bones and skin, all of which are essential for overall health and mobility.”

Taylor observed a growing interest in fulvic acid because of its role in nutrient transport, cellular energy and gut health. It is being increasingly used alongside adaptogens, trace minerals and electrolytes in formulations designed for longevity and performance. Zoet noticed an ever-increasing demand for healthy aging and longevity supplements driven by a growing aging population and rising consumer awareness of proactive health and wellness.

“We are also seeing a focus on functional nutrition and ingredients with cumulative benefits when taken over a lifetime,” Zoet said. “Antioxidants, such as lutein, adaptogens like ashwagandha and ingredients that help support a healthy inflammatory response, such as curcumin, remain popular and are becoming part of the mainstream consciousness.”

Walin observed a shift from standalone ingredient formulations to multi-ingredient supplements, stating, “We see a growing preference for combination products that address multiple nutritional concerns. Instead of managing a collection of individual supplements—often with varying formats and schedules—consumers are gravitating toward all-in-one solutions that offer comprehensive support. This trend not only enhances the user experience but also aligns with supporting functional ingredients as part of holistic approach to health.”

What Companies Offer

Ingredient manufacturers and suppliers strive to provide unique ingredients that can help support longevity and healthy aging.

Balchem wanted to capitalize on the popularity of vitamin K2, vitamin D and magnesium and combined them into its new Vital Trio concept, a three-in-one formula that brings together K2Vital Delta with Albion Minerals chelated magnesium glycinate for immune, cardiovascular and bone health, according to Cole.

“Our consumer research, conducted in both North American and European markets, has revealed strong purchase interest in our newly launched Vital Trio concept,” Cole said. “In the most recent surveys, an impressive 74 percent of respondents said that the Vital Trio addresses unmet needs by providing a convenient way to promote holistic well-being.”

According to Walin, adding probiotics like Bacillus subtilis into a daily regimen, such as BIO-CAT’s Optibiome BS50, a proprietary Bacillus strain, can help support protein digestion,*† allowing for applications in sports nutrition and healthy aging.

“Bacillus subtilis is increasingly formulated with lactics, given its high compatibility and its ability to guarantee CFU count at end of shelf life, a challenge that lactics often face, due to manufacturing or environmental factors,” Walin said, “Additionally, Bacillus probiotics are highly compatible with other functional ingredients, so it continues to win favor with formulators and product developers.”

Aker BioMarine’s Superba Krill Oil is one of the most popular krill oil brands in the world and is emerging as an ideal healthy aging ingredient due to its many health benefits. The “magic” is linked to its patented concentration of phospholipids, Echchafai explained.

“Phospholipids are known by many as ‘molecules of life,’ and they are an integral part of the cell membranes contributing to cellular structure and function. Krill oil phospholipids deliver omega-3s and choline directly to the cell membranes, helping to support cellular health. You cannot have a healthy body without healthy cells,” Echchafai said.

PLT offers several ingredients that can be used for longevity including AprèsFlex, Strengthera and Nutricog.

Stratum’s NEM is a cutting-edge ingredient in the longevity and aging category recognized for its support for joint health and mobility. Stratum also offers SageXtra and Ovolux, which address brain health and skin health, respectively.

In the context of longevity and aging, NAD+ plays a critical role in activating sirtuins and enzymes that contribute to antioxidant defense and DNA repair, according to McDonagh. BLS’ RiaGev differs from other NAD+ boosters because it consistently increases NAD+, ATP and glutathione simultaneously and supports the health of protective pathways.

“With sustained release, the gradual increase in niacinamide and subsequent NAD+ allows for a more controlled and prolonged effect, maximizing the potential benefits without triggering the body’s natural downregulation mechanisms,” McDonagh said.

Guzen offers two types of collagen products that are great for anti-aging. SCP-II is unique in that it contains undenatured type II collagen rather than hydrolyzed collagen peptides. It also contains undenatured proteoglycan, which is a component of joint cartilage, that has been shown to improve joint pain as well as improve skin health, according to Hackel.

Guzen also offers marine hydrolyzed collagen peptides that can target a wide range of aging concerns such as skin health, joint health, bone health and heart health. Guzen’s sister company JBSL has Elastin-F, which has been shown to improve many aging concerns such as brittle blood vessels and skin sagging from degradation of elastin, Hackel explained.

According to Zoet, lutein and zeaxanthin isomers, known collectively as the macular carotenoids, have long been associated with their role in maintaining visual function and eye health. However, emerging research has shown these nutrients are relevant throughout life. OmniActive’s Lutemax line provides eye and brain health benefits.

Live Earth Products specializes in fulvic acid, which supports longevity by enhancing nutrient absorption, supporting mitochondrial function, providing antioxidant and detoxification benefits and aiding in gut health and microbiome balance.

“Fulvic acid has a high cation exchange capacity that acts as a powerful nutrient transporter. It improves mineral and vitamin absorption at the cellular level, helping the body get more out of the nutrients it consumes,” Taylor said.

Gelita’s Fortigel is an innovative ingredient for the regeneration of joint collagen. In most cases, the symptoms of joint problems are treated, but not the cause, according to Rimel.

“It stimulates the cartilage cells to increase cartilage tissue formation with collagen and proteoglycans making up almost 90 percent of cartilage dry mass. By treating the actual causes, Fortigel improves joint mobility and produces a lasting quality of life,” Rimel said.

Nutraland’s Miricell is a rice germ extract that provides naturally occurring polyamines including spermidine. A 56-day pilot study demonstrated 3.3 mg of spermidine from Miricell resulted in “meaningful increases in two different biomarkers of autophagy—the body’s process of breaking down and recycling old and damaged cell parts—an important part of healthy aging,” according to Bruno.

The study also showed Miricell increased brain-derived neurotrophic factor (BDNF), a biomarker for cognitive neuroprotection, and decreased cardiometabolic biomarkers such as hs-CRP, VLDL and triglycerides.

“Furthermore, a previous in-vitro study demonstrated that Miricell helped reduce the shortening of telomeres, stretches of ‘sacrificial’ DNA at the end of chromosomes that allow cells to continue replicating rather than just die,” Bruno said. “As we age, people lose more of their telomeres, so the use of Miricell is a good strategy for healthy aging.”

Final Thoughts

“Sarcopenia, the age-related loss of skeletal muscle mass and strength, is a serious health-related problem and affects the mobility and quality of life of billions,” Rimel said. “The physical consequences of this disease put a person at risk for falls, fractures and hospitalization.”

Fink added, “One of the interesting things to note is that ‘healthy aging’ is not just for seniors anymore. Today, people are becoming interested in aging more gracefully at an increasingly younger age. Which makes sense. The way we take care of ourselves when we’re younger has profound implications on our health and wellbeing later in life. So, we at PLT think that consumer products companies can message to a younger demographic about healthy aging today.”

Gardner added, “Mental longevity remains a focus of health and wellness conversations, particularly as cognitive challenges are beginning earlier than many may expect. According to the Centers for Disease Control and Prevention (CDC), on average, memory starts to get worse starting at the age of 45, signaling the importance of proactive cognitive care well before traditional signs of aging. This early onset highlights the need for research and strategies that support brain health across lifespan.” NIE

†Based on in-vitro assays (BIO-CAT Microbials Data on File).

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.