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Half of all supplements launched since 2022 feature healthspan messaging, according to data shared by Stene during a June 18, 2026, NutraIngredients webinar. This shift reflects a broader consumer move from focusing on total lifespan to increasing the number of healthy years lived, as tracked by an NPD tool across 40 countries.

Who is driving the demand for longevity supplements?

Longevity is now a primary health concern for a wide range of consumers across all ages, according to Mariette Abrahams, founder of Qina. Abrahams noted that metabolic health is a particularly popular focus, aided by the use of wearables and technology to track biological responses.

Global consumer research from Lumina Intelligence shows that aging and longevity are most likely to be ranked as a top priority. Flora Zwolinski, insight lead at Lumina Intelligence, stated that longevity is the top priority for men. For women, it ranks third, trailing behind mental health and sleep.

Did You Know? According to data from Stene, immunity appeared on 42% of healthspan-oriented products, while skin health appeared on 41%.

Which ingredients are leading the healthspan market?

Consumers currently prioritize established ingredients, including minerals, vitamin D, multivitamins, and omega-3, according to Zwolinski. Stene identified magnesium as a primary component for chronic support, though he noted that the specific form of magnesium affects price, health targets, and bioavailability.

Interest in collagen spiked in 2025 and continues to rise in 2026. Stene linked this to a spike in claims regarding nail, skin, and hair health, noting that skin health is increasingly important in a world focused on digital profiles.

Expert Insight: Samantha Carter suggests that the industry faces a critical balancing act. While high-end cellular ingredients drive prestige and revenue, the gap between industry innovation and general consumer knowledge could limit mass-market adoption if brands innovate too far ahead of the public’s understanding.

How is cellular health impacting supplement pricing?

There is growing consumer interest in senescence, autophagy, free radicals, mitochondrial health, and biological age. Stene reported that NAD+ forms appeared in more than one in ten longevity supplements in 2025, despite these being unauthorized novel foods in Europe.

Some consumers are paying significant premiums for these promises. Stene cited IM8, a subscription supplement from US firm prenetics, which costs €174 per month. Despite the price, the product is tracking to exceed $100 million in its first year, supported by certifications, links to NASA, and spokesperson David Beckham.

How are supplement formats evolving for lifestyle fit?

Innovation in delivery formats is emerging from Japan and South East Asia to better fit daily routines. Stene highlighted Mocola, which uses a combined morning pill and evening shot format for collagen.

2026 Monthly webinar – Ask the Expert: Supplements

Rohto Pharmaceutical employs a similar system. It provides a morning pill as a stimulant for energy and immunity, paired with a collagen shot drink designed as a relaxer for recovery and “sleep beauty.” The pill is housed in the lid of the shot to increase convenience and reduce the stigma of taking pills in public.

What happens next for the longevity industry?

Future growth may shift toward mental clarity. Zwolinski predicted that functional mushrooms, postbiotics, and nootropics could rise in priority as mind health attracts more investment and science.

Nick Morgan, founder of Nutrition Integrated, suggested that brands may pair novel ingredients with established ones to make “new new” products easier to market. However, Stene warned that regulators are now using AI technologies to more effectively discover unauthorized ingredients in supplements.

Frequently Asked Questions

What is the difference between lifespan and healthspan in the supplement market?
According to Nick Morgan, the focus has evolved from simply living longer (lifespan) to increasing the number of years lived in good health (healthspan).

Which ingredients are predicted to grow in popularity for mind health?
Flora Zwolinski predicts that nootropics, postbiotics, and functional mushrooms will likely move up in priority as consumers focus on mental clarity.

Why is the “pill and shot” format being adopted?
According to Stene, this format addresses work-life balance by providing a stimulant for the morning and a relaxer for the evening, while making the routine more convenient and discreet.

Do you prioritize total lifespan or the quality of your healthy years when choosing supplements?