Consumer attitudes toward aging are evolving. According to a consumer trends report by The New Consumer and Coefficient Capital, more Americans are focusing not just on living longer but also on living healthier lives.
A 2024 survey by McKinsey revealed that in the past year, 70% of consumers in the U.S. and U.K. (and 85% in China) have purchased more products and services supporting healthy aging and longevity compared to previous years. This shift reflects a growing consumer desire to take greater control over their health.
Additionally, Nutrition Business Journal's (NBJ) 2024 Longevity Report indicates that since 2022, sales growth in the healthy aging category has consistently outpaced the broader supplements market. In 2023, the overall supplements industry grew by 4.4%, while the healthy aging category achieved a 5.5% growth rate. NBJ projects that sales of healthy aging supplements—spanning various condition-specific subcategories—will surpass $1 billion in 2024 and reach $1.04 billion by 2026, representing a growth rate of 7.7%.
1.Consumer Concerns About Age-Related Health Issues
An NBJ survey conducted in 2024 explored consumer concerns related to aging. Key issues included:
Loss of mobility (28%)
Alzheimer's disease or dementia (23%)
Vision loss (23%)
Loss of independence (19%)
Emotional or mental health challenges (19%)
Muscle or skeletal degeneration (19%)
Hair loss (16%)
Insomnia (16%)
Image source: NBJ
When using supplements, immunity (35%) emerged as the most significant age-related health concern for consumers. Other priorities included gut and digestive health (28%), sleep health (23%), hair, skin, and nails (22%), muscle and joint health (21%), heart health (19%), and emotional well-being (19%).
Image source: NBJ
2.Five Key Anti-Aging Ingredients
1. Ergothioneine
Ergothioneine is a naturally occurring amino acid discovered in 1909 by Charles Tanret while studying ergot fungi. Its unique thiol and thione tautomerism at physiological pH gives it exceptional antioxidant properties. According to data from Bloomage Biotech, ergothioneine in Bioyouth™-EGT demonstrates DPPH free radical scavenging activity 14 times that of glutathione and 30 times that of coenzyme Q10.
Benefits:
Skin: Ergothioneine protects against UV-induced inflammation, prevents DNA damage, and promotes collagen synthesis while reducing UV-related collagen degradation.
Brain: Ergothioneine supports cognitive function, as evidenced by a clinical study showing improved cognition after 12 weeks of supplementation with mushroom-derived ergothioneine.
Sleep: It crosses the blood-brain barrier, reduces peroxynitrite formation, and alleviates stress, promoting better sleep.
2. Spermidine
Spermidine, part of the polyamine family, is widely found in organisms such as bacteria, fungi, plants, and animals. Common dietary sources include wheat germ, soybeans, and king oyster mushrooms. Spermidine levels decline with age, and its anti-aging effects are attributed to mechanisms such as autophagy induction, anti-inflammatory activity, and lipid metabolism regulation.
Mechanisms:
Autophagy: Spermidine promotes cellular recycling processes, addressing age-related diseases linked to autophagy defects.
Anti-inflammatory: It reduces pro-inflammatory cytokines while increasing anti-inflammatory factors.
Lipid Metabolism: Spermidine positively influences lipid synthesis and storage, supporting cellular membrane fluidity and longevity.
3. Pyrroloquinoline Quinone (PQQ)
PQQ, a water-soluble quinone coenzyme, is vital for mitochondrial function. It protects against oxidative stress-induced mitochondrial damage, promotes mitochondrial biogenesis, and enhances nerve growth factor (NGF) production. Clinical studies show its efficacy in improving cognitive function and regional blood flow in elderly individuals.
4. Phosphatidylserine (PS)
PS is an anionic phospholipid in eukaryotic cell membranes, essential for processes such as enzyme activation, cell apoptosis, and synaptic function. Derived from sources like soybeans, marine organisms, and sunflowers, PS supports neurotransmitter systems, including acetylcholine and dopamine, which are linked to cognitive health.
Applications: PS supplementation has been linked to improvements in conditions like Alzheimer's, Parkinson’s disease, and depression, and benefits individuals with ADHD and autism spectrum disorders.
5. Urolithin A (UA)
UA, a metabolite of ellagitannins found in foods like pomegranates and walnuts, was identified in 2005. Research published in Nature Medicine (2016) demonstrated that UA promotes mitophagy, extending the lifespan of nematodes by 45%. It activates mitochondrial autophagy pathways, clearing damaged mitochondria and addressing age-related dysfunctions in muscle, cardiovascular, immune, and skin health.
UA activated mitophagy pathway/Image source reference 1
Conclusion
As consumers increasingly prioritize health and longevity, the demand for innovative anti-aging ingredients and supplements continues to rise. Key ingredients such as ergothioneine, spermidine, PQQ, PS, and UA are paving the way for targeted solutions to age-related concerns. These scientifically-backed compounds underscore the industry's commitment to supporting healthier, more vibrant aging.
Post time: Jan-16-2025