Prioritising healthy products

The demand for products and services that promote healthy aging and longevity is growing, driven by a shift toward preventive healthcare, advancements in health technology (such as telemedicine and digital health monitoring), and progress in antiaging research. Over 60 percent of surveyed consumers consider it “very” or “extremely” important to invest in solutions that support healthy aging. In the past year, approximately 70 percent of consumers in the United Kingdom and the United States, and 85 percent in China, reported increasing their purchases in this category compared to previous years. This trend spans all age groups, indicating that both younger generations looking for preventive measures and older individuals seeking to enhance their longevity are contributing to the market’s growth.

As populations in developed economies continue to age—projected to reach one in six people worldwide being 60 or older by 2030—the focus on healthy aging is expected to intensify globally. To succeed in this evolving market, companies should adopt a holistic approach that includes mental well-being and social factors. Rather than emphasizing aging as a marketing angle, businesses should design solutions that proactively meet the needs of aging consumers. For instance, a service catering to older adults could focus on specific aspects of longevity, such as fitness or nutrition, rather than framing its offering around aging itself.

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