Longevity has formally moved from a distinct segment wellness buzzword to a mainstream shopper precedence, and the meals and beverage business is feeling the momentum.
As customers of all ages more and more give attention to not simply residing longer, however higher, they’re turning to on a regular basis vitamin as a strong instrument for supporting lengthy‑time period well being.
This shift is reshaping buying behaviour, fuelling innovation, and redefining what “wholesome consuming” actually means.
Listed below are the highest 5 longevity traits driving gross sales in meals and beverage.
1. Intestine Well being
If there’s one factor customers can agree on as of late, it’s that feeling good begins from the within out – actually.
Intestine well being has develop into a famous person within the meals and beverage world, and it’s displaying no indicators of stepping out of the highlight, boasting a world worth of $71.2bn (€60.9bn), and a projected $105.7bn worth by 2029 (business analysts Markets and Markets).
Shoppers are more and more understanding the hyperlink between a wholesome digestive system and all the pieces from immunity and vitality to temper, cognition, and long-term wellbeing – all of which help longevity.
It’s no marvel gut-friendly merchandise are flying off cabinets.
Knowledge from Innova Market Insights reveals that 59% of worldwide customers view intestine well being as “crucial” to how all the physique features. These customers are actively looking for out merchandise containing probiotics, prebiotics, and fibre-rich meals that help a balanced microbiome.
What’s extra, gut-friendly merchandise are simple to construct into on a regular basis habits. Whether or not it’s a morning yoghurt, a lunchtime kombucha, or a fibre-packed snack bar, they work with present routines, making intestine well being one of the crucial accessible, and worthwhile, longevity traits available on the market.
2. Protein
One other megatrend within the wellness world is undoubtedly protein. Shoppers simply can’t get sufficient.
As individuals assume extra proactively about wholesome ageing, energy upkeep, and vitality ranges, protein has develop into the go‑to nutrient for staying robust, feeling full, and supporting total vitality.
In keeping with Innova Market Insights, almost 60% of customers are actively attempting to extend their protein consumption. And so they’re not simply dabbling, they’re looking for out protein throughout a number of codecs – from protein shakes and yoghurts to excessive‑protein snacks that match into busy existence.
Milk and dairy‑primarily based drinks, specifically, high the listing of merchandise carrying protein claims, using the wave of shopper belief in these acquainted, nutrient‑dense choices.
Analysts at Grand View Analysis level to protein as a core element of lengthy‑time period well being methods, serving to customers help muscle mass, handle weight, and stave off age‑associated bodily decline.
So, whether or not it’s added to snacks, blended into drinks, or constructed into meal options, protein immediately elevates a product’s well being halo. And since customers affiliate it with energy, longevity, and on a regular basis performance, they’re keen to pay a premium for meals that assist them really feel good now and help their future selves.
3. Useful drinks
If the wellness world has a favorite shortcut, it’s useful drinks.
They’re simple to work into each day life, and provide a broad vary of potential advantages, together with sharper focus and diminished stress.
And business has clearly observed the attraction, with Innova Market Insights discovering that drinks designed for hydration, comfort, and added useful advantages at the moment are main innovation throughout international markets. In actual fact, new launches with hydration claims alone have grown at a hanging +18% CAGR over the previous 12 months.
However whereas all age teams are getting in on the motion, it’s Millennials and Gen Z who’re actually powering the motion, with drinks that help immunity, sustained vitality, digestion, and psychological wellbeing proving hottest.
Briefly, excessive repeat‑buy charges, plus a thriving innovation pipeline, make useful drinks one of the crucial highly effective longevity gross sales drivers in at present’s market.
4. Pure plant‑primarily based
Shoppers are more and more stepping again from the noise of extremely‑processed innovation and leaning into meals that really feel acquainted, healthful, and minimally interfered with.
Innova Market Insights information reveals individuals are transferring past meat substitutes, in direction of extra pure plant‑ahead elements, and minimally processed staples. Assume wholegrains, pulses, nuts, seeds, and greens – in different phrases, elements customers recognise.
They’re not abandoning plant-based consuming, they’re merely embracing variations that really feel extra grounded, pure, and aligned with long-term well being.
There’s additionally an emotional consolation to this motion. Shoppers are uninterested in over‑complication and crave transparency – brief, recognisable ingredient lists. Pure plant-forward consuming delivers on all fronts -simplicity, wellness, and flavour.
5. Cross‑generational precedence
Longevity would possibly as soon as have been one thing solely older adults considered, however these days are gone.
Wholesome ageing has formally develop into a cross‑generational ambition, with youthful customers bringing simply as a lot enthusiasm, and buying energy, to the house as their dad and mom and grandparents.
Knowledge from Innova Market Insights reveals that 73% of worldwide customers now view wholesome ageing as “extraordinarily or crucial”, reflecting a shift in direction of proactive, way of life‑primarily based wellbeing that spans each demographic.
Millennials and Gen Z, specifically, are leaning into habits that help lengthy‑time period vitality, from constructing energy and boosting immunity to supporting psychological readability and sustaining pores and skin well being. Their mindset is straightforward – futureproofing begins now.
In consequence, merchandise as soon as thought-about area of interest or age‑particular at the moment are firmly within the mainstream. Useful meals designed to help immunity, mobility, cognitive efficiency, and even magnificence‑from‑inside are seeing rising demand, pushed by customers who wish to really feel good at present whereas safeguarding their wellbeing for tomorrow.
Longevity alternatives for foods and drinks
As longevity turns into a serious driver of shopper behaviour, the meals and beverage business faces large, and thrilling, alternatives.
The surge in intestine well being, protein, useful drinks, pure plant‑ahead consuming, and cross‑generational wellness reveals a transparent demand for merchandise that ship actual, science‑backed advantages with out complicating each day life.
The successful formulation? Pairing authenticity with efficacy. Firms that may mix pure simplicity with significant well being advantages are poised to steer the following wave of development.
