Healthy aging supplements outpace overall industry growth

Supplements for healthy aging and longevity are on a roll.

As Americans grow older and health span rises to the top of health and wellness trends, sales of supplements for healthy aging are exponentially outpacing overall industry growth and are projected to grow steadily through 2027, according to Nutrition Business Journal’s recently released Longevity Report.

Consumers are starting to understand the bodily processes that cause aging, and many are turning to supplements as an important part of their efforts to live longer, better-quality lives. NBJ surveys conducted for the Longevity Report found that consumers put supplements third only to diet and exercise when ranking the actions they’re taking to increase their longevity and improve their health span. Sixty percent of women and 44% of men say they take supplements to extend their health span, NBJ found.

With eight market-sizing charts and 37 consumer survey charts, the Longevity Report takes a deep dive into the fast-growing market for healthy aging supplements, including the aging-related conditions consumers care about most as well as the top-selling ingredients in the category—and some of these might surprise you.

The report also slices the market according to gender and generation, revealing some very different motives and expectations. NBJ data shows that women are far more concerned about weathering age-related conditions than men. And while older generations are concerned about simply staying alive, younger generations are focusing on keeping their youthful good looks. Both are lucrative markets.

Biohacking, the practice of biological self-experimentation using things like genetic testing and extreme nutrition and lifestyle regimens to improve health span and longevity, is another trend we dig into in the Longevity Report—and another massive opportunity for supplement brands. NBJ surveyed average consumers about their interest in biohacking and asked biohackers to tell us about how and why they’re doing what they do—and make no mistake, supplements figure prominently.

For more insights on healthy aging supplements, purchase the 2024 NBJ Longevity Report.