London, UK—Consumers are no longer focused on simply living longer, instead they want to live longer healthier lives, according to the Global Consumer Trends 2025 report from Euromonitor International. The data analytics company released the latest version of its report that takes a look at lifestyle shifts and purchase drivers of consumers across the world. In 2025, the report showed:
- 54% of consumers affirm they know which vitamins to take for their specific health goals
- Products with scientific evidence and proven results are resonating most with shoppers
- Consumers are aiming to stay healthier for longer, leading to a prioritization of healthspan over lifespan
- 52% of consumers say their health will improve over the next five years
“The number of online SKUs labelled NAD+ almost tripled across consumer health categories from 409 in 2023 to 1,137 in August 2024," reports Karolina Grigorijevaite, Team Lead for Innovation at Euromonitor. "New online launches of brands with cellular health claims grew 135% in the vitamins and supplements category between Q1 and Q2 2024 across 32 countries. This underpins the demand for proven results that consumers search for and offers new opportunities for businesses.”
Active aging has been bubbling as a hot demand market for some time now. To shed light on the developing opportunities, the WholeFoods Magazine team published a special edition issue on Mastering the Active Aging Market. Together with experts from SPINS, ITC, Move Nutrition Network, and other members within the space, we put together a source of insightful tips and approaches to creating success within the booming space.
The World is Getting Older
By 2030, 12% of the global population is expected to be aged 65 or older and the global life expectancy is calculated to increase four years from 70.7 to 74.5. These expectations are also reflected by the preventative and specialized products resonating most with today's consumers, "The desire for longevity is shaping the wellness choices that consumers are making. This is propelling a bigger shift towards preventative and specialized solutions. Increased consumption of vitamins and supplements is one of the examples recording recent steady growth, with sales expected to hit USD139.9 billion by 2025," says Grigorijevaite.
Retailers are seeing consumers gravitate towards the products aimed at ushering in their future healthier selves: "Consumers are turning to niche remedies that address age-specific concerns such as preventing joint pain, memory issues, skin health and hormonal changes. They are proactively searching for products with proven results to help mitigate or alleviate symptoms throughout their lives. Some 34% of female consumers took vitamins and supplements to prevent menopause-related symptoms in 2024," said Grigorijevaite.
A complete list of the Euromonitor International trends for 2025 is available here.
