Natural supplements, best ingredients and newest trends in the healthy aging category.
The word “aging” brings up different images to different people. Depending on one’s culture, aging can be seen as a season of new opportunities, a period of slow decline, or a period of great wisdom and meaning. One thing almost everyone can agree on, though, is that healthy aging is now more important than ever. Why? Because humans are living longer than they ever have before.
In the early 1900s in the U.S., for instance, the life expectancy of a person was 47.3 years. In 2018, that number rose to 78.7 years of age.1 That’s a big increase, and many people believe that the life expectancy of most Americans will continue to rise. New technology, medications, natural supplements and lifestyle changes continue to promote a healthier life for a longer period of time.
In fact, the healthy aging category continues to gain traction in the marketplace. Which ingredients are consumers seeking out? What innovative products have manufacturers released recently, or what’s in the works? And how can retailers help their customers find the best healthy aging products for their needs?
What’s the State of the Market for Healthy Aging Products?
Vice President Global Sales & Marketing at Horphag Research, Sébastien Bornet, stated that he’s seen strong continued growth in this category. The company, which is the exclusive worldwide supplier of Pycnogenol, is based in Switzerland. Bornet stated that individuals are increasingly seeking safe, science-backed natural ingredients that may help to maintain vitality, mobility, cognitive function, skin health and more as they age.
“The market for natural, healthy aging continues to experience strong, outsized growth as consumers take a more invested, educated and proactive approach to health and wellness,” said Bornet. “Rather than looking for ‘anti-aging’ gimmicks or claims, today’s consumers are focused on optimizing long-term quality of life, including both healthspan and lifespan,” he explained. “They expect products to deliver measurable benefits backed by science and deliver on the claims they promise.” As a result, Bornet said, the company is seeing heightened interest in multi-benefit ingredients. Better still, if these ingredients have robust clinical research that backs them and supports wellness more holistically, he said. “This shift toward evidence-based natural solutions is driving innovation and helping the category mature in a healthy, sustainable way,” said Bornet.
Doug Lynch is CEO of MarketWell Nutrition Inc. The New Jersey-based company specializes in launching and marketing natural products. MarketWell Nutrition is driving awareness, B2B education and sales efforts for one of its clients, Unibar Corporation, a manufacturer in Texas. On behalf of Unibar, Lynch said that not only is the healthy aging market exceptionally strong, but he believes it is undercounted. “Longevity products sit across multiple categories; be it eye health, active nutrition, women’s health, gut-brain health, cardiovascular health, metabolic health or GLP-1,” Lynch stated. “The multifaceted nature of the longevity sector is also driven by the interconnectedness of our body’s systems and by consumers’ desire to age gracefully.” He stated that more individuals are looking to natural ingredients and products to help them do this. “Aging is a multi-systemic breakdown of the body, and solutions need to target multiple biomarkers,” explained Lynch. “Natural ingredients tend to act through multiple pathways. Drugs typically target a single biomarker at a time.”
Keely Johnson, vice president of sales and marketing at Arjuna Natural, a manufacturer located in Texas, stated that the growth and outlook of the healthy aging market is strong. Sales in this category are projected to increase to a double-digit rate of over 12 percent, potentially reaching nearly $1.5 billion by the end of 2026, she noted.2 Johnson pointed out some other interesting statistics. “One specific subsegment driving this growth is the herbal supplements market,” she said. “In 2023, healthy aging accounted for only 5 percent of why consumers took herbal supplements.”3 Today, however, that number has risen to an astounding 44 percent, Johnson noted, making it one of the top five reasons consumers use herbal and botanical supplements.3
In addition to the overall interest in increasing one’s lifespan and keeping healthy while doing so, the number of aging Americans continues to grow. “Healthy aging conditions, such as bone health, muscle health, hormonal health and antioxidant support, will be top-of-mind for many of these individuals, driving steady demand for healthy aging products in the years to come,” said Johnson.
Rob Brewster is president of Ingredients by Nature, an ingredient supplier based in California. Brewster stated that the goal of healthy aging has changed in recent years. “The modern conversation around longevity is shifting from extending lifespan to extending healthspan: the number of years lived in good metabolic, cognitive and functional health,” Brewster said. “Increasingly, research shows that the foundation of healthspan is rooted in metabolic resilience. When the body maintains healthy glycemic control, balanced inflammation, robust antioxidant defenses, and efficient nutrient-signaling pathways, its cells and tissues age more slowly and function more efficiently across the lifespan,” he noted.
Which Ingredients Are Trending in the Healthy Aging Market Now?
At Horphag, Bornet noted that ingredients that offer antioxidant protection, circulatory support, metabolic balance, and inflammation modulation are particularly in demand. “This demand is also driven by a growing awareness of ‘inflammaging,’ the chronic, low-grade inflammation that accelerates many age-related conditions.” He added that consumers are looking for solutions that address the foundational aspects of aging, like oxidative stress, microcirculation—which may influence skin health—along with functional aspects of health. “Botanical extracts with decades of research and safety data, including clinical studies, such as Pycnogenol French maritime pine bark extract and Robuvit French oak wood extract, continue to stand out for their versatility and credibility. Additionally, widely known ingredients like magnesium, vitamin C and CoQ10 continue trending in the space for their applications into longevity and healthy aging.”
Director of strategy and business development at Unibar Corporation, Mit Mehta, weighed in on which ingredients are trending in this market. He stated that the goal with ingredients now is to focus on “longevity ingredients” with a special interest in antioxidant, anti-inflammatory, DNA-protective and metabolic mechanisms. “Take, for example, eye health carotenoids such as capsanthin and lutein, “said Mehta. “Both capasanthin and lutein are powerful antioxidants and reactive oxygen species (ROS) scavengers. These ingredients also protect DNA and cellular structures from oxidative damage, which helps maintain genomic stability by reducing mutations and cellular stress. Carotenoids also target age-related inflammation, which leads to cellular senescence, and help maintain proteostasis—cellular function through the proper balance of proteins.
Another trending ingredient in this category is sea buckthorn oil, said Mehta, an ingredient rich in omega-7s. “In recent years, omega-7 has gained popularity due to promising clinical results demonstrating its many health benefits for the whole body, inside and out,” explained Mehta. “Health benefits include skin health, overall women’s health, heart health, blood sugar management, liver health, metabolic support and supporting collagen production.”
Holly Prugar is the supplement manager/buyer at The Mustard Seed in New York. The retailer has noticed a growing interest in natural health products to support healthy aging. Said Prugar, “Customers want to live fuller, healthier lives. Customers realize the advantages of taking supplements to support overall health.” Prugar said she’s noticed that the most popular ingredients in this category currently are creatine, resveratrol, nicotinamide riboside (NR), oliginol and CoQ10. “Creatine has gained a lot of popularity lately,” she said. “Creatine is important for muscle health and brain health and function,” Prugar added that currently, powdered creatine is the most popular, with several companies now offering gummies as well.
In addition, Prugar explained that customers are motivated to feel their best, and that includes the later seasons in life. “NAD+ products have become very popular.” She noted that this type of supplement may support energy production, healthy skin, cognitive function and cardiovascular health. Oliginol is another popular product, Prugar said. Oliginol is derived from the lychee fruit, she said, and is an antioxidant, healthy aging powerhouse. “Some benefits [may] include healthy skin, energy support, metabolism support, healthy blood flow and cardiovascular health.”
There are two ingredients Arjuna Natural has noticed to be trending in the healthy aging category: curcumin, a compound derived from turmeric and ashwagandha, Johnson said. “Many active aging consumers are using turmeric for its recovery and anti-inflammatory benefits, beauty-conscious consumers for its antioxidant support, and Baby Boomers for its neuroprotective and cardiovascular benefits.” The second ingredient, ashwagandha, is specifically appealing for its ability to help consumers manage stress, Johnson said, in addition to its purported help in reducing cortisol levels associated with chronic stress and improving one’s cognitive health.
At Life Extension, a Florida-based product manufacturer, Michael A. Smith, MD, shared several ingredients that are of particular interest in the healthy aging market. The first, he noted, is taurine. Supplementation of taurine, “… affects key aging pathways such as reducing inflammation, protecting DNA, supporting stem cell function, and enhancing mitochondrial health—factors tied to longevity in mammals, worms, and even yeast,” said Smith. Spermidine is a naturally occurring polyamine compound that is found in foods like grapefruit, aged cheeses, and whole grains. It’s gained attention recently for its anti-aging and health-promoting properties, Smith explained.
Next, he mentioned GlyNAC (Glycine + N-Acetylcysteine). “This novel antioxidant blend is increasingly adopted for its glutathione-boosting and mitochondrial benefits,” said Smith. Lastly, he pointed to NAD+ precursors, such as nicotinamide riboside. “Increasing NAD+ levels promotes cellular energy production and supports cellular metabolism,” explained Smith.
Innovations in the Healthy Aging Market
“Innovation in healthy aging is increasingly focused on ingredient quality, clinical substantiation and multi-functional formulations,” said Bornet. “Brands are prioritizing natural actives with traceable sourcing and consistent potency, which are core areas where Pycnogenol has long set a high standard with its decades of published research.” In addition, Bornet stated that this category is also seeing innovation in delivery formats, including powders, patches, functional beverages, gummies and chews, and products geared toward the beauty-from-within movement. “As consumers look for convenient and enjoyable ways to support aging wellness, new form factors will remain of interest, as long as it can be done without compromising efficacy,” Bornet said.
At Life Extension, Smith noted that preservation of DNA methylation is making an impact in the healthy aging market. “Preserving DNA methylation patterns helps slow biological aging by maintaining proper gene regulation and cellular function,” Smith explained. “DNA methylation acts as an epigenetic switch that controls which genes are turned on or off, and maintaining these patterns prevents the detrimental changes that accumulate with age,”5 he said.
3 . . . 2 . . . 1 . . . New Products Launch
Smith noted that Life Extension’s Biological Aging Defense offers key benefits for individuals looking for healthy aging supplements. “You can’t change your chronological age, but your lifestyle and nutritional choices have an impact on your biological age,” he said. “Our once-daily formula includes a standardized scarlet beebalm extract to help preserve healthy telomere length and DNA methylation age, biomarkers associated with how aging affects the body’s cells, tissues, and organ systems.”
At Horphag, Bornet noted that the company’s flagship ingredient, Pycnogenol, is available in more than 1,000 dietary supplements and health products around the world. “Most recently, some of the newest products launched in 2025 formulated with Pycnogenol include menopause formula, eye drops available in Italy and Germany, and a wide variety of combination and standalone Pycnogenol supplements in the U.S. and abroad for women’s health, heart, joint, cognition, and skin health,” said Bornet.
“In addition to Pycnogenol, we’re also seeing increased interest in Robuvit, our patented French oak wood extract. Robuvit has been clinically studied for its benefits in supporting natural energy, reducing fatigue and improving recovery and vitality—key concerns for aging consumers,” noted Bornet. He stated that the product’s ability to promote mitochondrial function and improve mood and sleep quality makes it a valuable ingredient for formulations targeting holistic, healthy aging and resilience.
At Ingredients by Nature, Brewster said that the company’s product, Eriomin, delivers a clinically supported approach to metabolic balance, healthy blood glucose levels, and GLP-1 boosting. It’s earned self-affirmed GRAS (genetically recognized as safe) status and validation through four peer-reviewed human clinical trials, said Brewster. “One of the most compelling aspects of Eriomin’s longevity relevance lies in its consistent support for glucagon-like peptide 1 (GLP-1), a hormone now widely recognized as a powerful regulator of metabolic health. GLP-1 helps maintain healthy insulin secretion, nutrient sensing and glucose uptake—all factors that frequently deteriorate with age and contribute to metabolic rigidity,” said Brewster.
Unibar Corporation has launched several products in the healthy aging market, Mehta noted. The first is EyeVedic, a product that is intended to protect eye health and decrease vision issues with aging. “Our flagship ingredient within the platform is our newly patented CapsiClear Capsanthin. It is derived from Capsicum annuum, and is a xanthophyllic carotenoid that delivers a more holistic range of benefits than other eye health solutions by addressing both short- and long-term eye health,” Mehta explained.
“Another ingredient we recently launched is Sea Buckthorn Pulp Seed Oil. Unibar’s specific Organic Sea Buckthorn Seed Oil contains three key omega fatty acids, 3, 6 and 9, and its dense nutritional content of vitamins, antioxidants, amino acids and minerals makes for a powerful and complete vegan omega,” noted Mehta. “We also ensure that our Sea Buckthorn Seed Oil is sustainably sourced, organic, and fully traceable, meeting many of today’s consumer demands for efficacious, sustainable ingredients,” he said.
Johnson stated that at Arjuna Natural, the newest product in the healthy aging category is Shoden-R, a root-only ashwagandha extract. “This ingredient is designed to cater to the growing demand for functional foods and beverages among consumers of all ages, who increasingly prefer to receive their health benefits from everyday formats rather than traditional supplements.”4 “Shoden-R stands out because it effectively eliminates the bitter taste often associated with root and leaf extracts.” In addition, she explained that it’s 100 percent water-soluble, odorless, and nearly transparent, making it easy to incorporate into various gummies, chews, ready-to-mix powders and beverages. “Scientifically, Shoden-R delivers the well-recognized benefits of Shoden at a low dose of just 60 mg, making it a convenient option for brands looking to provide functionality and health benefits.”
Retailers Promoting Healthy Aging Products: Best Practices
When it comes to promoting healthy aging products well, retailers might focus on education and transparency, both of which are key, according to Bornet. “Retailers can play an important role by helping customers understand the difference between other ingredients and those backed by strong clinical evidence,” he noted. “Highlighting research, sourcing transparency, and documented benefits can go a long way in building consumer confidence, especially in a category where shoppers are highly motivated but often overwhelmed by choices,” he said.
Lynch stated that retailers may want to focus their efforts in the healthy aging category on touting the benefits found in supplements that address the 12 Hallmarks of Aging. Doing so, said Lynch, will help individuals to focus on their health in their senior years. “No one wants to live to 130, if we lose our vision, our mobility, our brain function and a strong cardiovascular system,” said Lynch. “By immediately supplementing with carotenoids such as capsanthin and lutein, we can preserve our vision and keep our long-term independence.”
At Ingredients by Nature, Brewster stated that retailers can elevate the healthy aging category by focusing on education and transparency. “Highlighting clinically supported, plant-based ingredients such as Eriomin backed by published studies and clean-label credentials, helps communicate trust and efficacy to consumers,” noted Brewster. “In-store materials and digital storytelling that explain how metabolic and cardiovascular wellness intersect with longevity can strengthen the connection between brand innovation and consumer lifestyle goals.”
Johnson at Arjuna Natural stated that this category offers retailers a unique opportunity. “The concept of healthy aging presents a perfect opportunity for many retailers to reposition their virtual or physical shelves,” she said. “It is a new approach to marketing conditions such as cognitive, cardiovascular, hormonal, joint and bone health. Rather than focusing on a single condition, consumers are adopting a more holistic approach to aging,” explained Johnson. “Natural product retailers can curate personalized product bundles that cater to the specific needs of aging consumers, making it easier for them to incorporate these products into their daily routines.”
Creating dedicated space for healthy aging products is a good first step, whether in-store, online, or both. Smith explained that creating curated sections featuring supplements for joint health, cognitive support, gut health, hormone balance and skin health, alongside product bundles for comprehensive wellness goals, is a good marketing move. “[Retailers] should offer in-store or virtual wellness consultations tailored to midlife and older adults, providing personalized assistance and product recommendations,” said Smith. “Hosting community events, wellness workshops or virtual seminars that educate customers about healthy aging topics and introduce new products is also a proven strategy for driving sales.”
As a retailer, The Mustard Seed is always working to enhance its customer experience. Natural health product producers have the opportunity to play an important role when it comes to helping stores promote their products well. “It would be very helpful if manufacturers would offer more shelf talkers and literature,” said Prugar. “Shelf talkers really help call attention to specific products.” In the store, Prugar stated that a focus on placing some popular, trending products on end caps is a smart move logistically. “End caps are a great way to draw attention to popular supplements,” she said. “We also offer condition-specific sets for easily locating supplements.”
With higher-than-ever mortality rates in the U.S. and a large generation of Baby Boomers, natural health retailers who are working to provide seniors with healthy aging products are ahead of the game.VR
References:
1 “Mortality Trends in the United States, 1900–2018,” National Center for Health Statistics, Retrieved November 13, 2025. www.cdc.gov/nchs/data-visualization/mortality-trends/index.htm.
2 “Conditional demand”, Polito, R. (2025, June 1). Nutrition Business Journal, (Changing Need States), 1-5.
3 2025 Herbs and Botanicals Report. Nutrition Business Journal. https://store.newhope.com/products/herbs-and-botanicals-report-2025.
4 (n.d.). The Next Generation of Consumers. SPINS. Retrieved November 16, 2025, from www.spins.com/resources/report/the-next-generation-of-consumers/.
5 “The role of DNA methylation in aging, rejuvenation, and age-related disease.” Johnson, Adiv A et al. (2012). Rejuvenation research doi:10.1089/rej.2012.1324.
For More Information:
Arjuna Natural, www.arjunanatural.com
Horphag Research, www.pycnogenol.com
Ingredients by Nature, www.ingredientsbynature.com
Life Extension, www.lifeextension.com
Unibar Corporation, www.unibarcorp.com
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