“I would define it as the idea that people are trying to live better longer,” said Scott Dicker, senior director of market insights for Chicago-based SPINS, a provider of wellness-focused data and insights for the consumer packaged goods (CPG) industry. “It’s different from longevity. Everyone is trying to die young, just as late as possible.”
This trend impacts the CPG industry through the foods, beverages and supplements consumers purchase, he added. Examples include more protein-dense foods, products with added functional ingredients such as mushrooms and ashwagandha and beverages advertised for their stress-management attributes.
Consumers are interested in cellular health and products that preserve muscle mass, maintain healthy bones and help them stay active, according to SPINS. Brain health is another area of focus, so products targeted at staying mentally sharp also are drawing attention.
“Surprisingly, younger people are into this as well,” Dicker said, adding that hormonal health, women’s health and products aimed at perimenopause, menopause and testosterone levels are being purchased more often.
Current trends reach beyond those products, however, and Dicker said non-alcohol beverage brands and so-called “relaxation beverages” or “euphorics” are other options consumers are looking at to bolster well-being and potentially enhance their healthspan.
Specialized diets, whether they take the form of intermittent fasting, plant-based or keto, are additional influences at work, he said. There is also the “Ozempic effect” in which consumers taking weight-loss drugs are impacting CPG companies’ bottom lines.
