ADM has published a new report on healthy ageing and longevity, in which it explores consumers' perspectives on longevity and their priorities when it comes to ageing well.
Healthy ageing is becoming a global priority, with a significant portion of consumers already making dietary and supplement choices to support longevity.
Recent surveys conducted by ADM revealed that, while physical health remains foundational (with strength and mobility top of the list), consumers are also prioritising positive mental and emotional wellbeing, as well as having the energy to enjoy their favourite activities as they age.
In the new report, ADM identified three key trends: cognitive and physical resilience, preventative longevity and formats for everyday use.
Supporting the brain while staying physically capable
The report identified that consumers are prioritising cognitive, cardiovascular and emotional health, followed closely by mobility and strength. This highlights a demand for solutions that support both the mind and body.
Different countries show different priorities — South Korea ranked muscle strength above mental wellness, whereas Spain prioritised emotional well-being over other areas. Consumers in the UK and the US emphasised mobility and flexibility when looking to maintain their healthspan.
ADM said that emerging gut microbiome science highlights postbiotics as a solution for metabolic and emotional well-being, indicating an innovation opportunity in longevity-focused wellness support.
Preventive, lifestyle-led longevity
Sleep, nutrition and stress management are increasingly recognised by consumers as affecting healthy ageing.
Many also note that long-term health influences their food and beverage choices more than their supplement choices.
ADM said that this creates an opportunity for brands to position nutrition and supportive lifestyle solutions as proactive options for healthy ageing.
Here, China presents the most immediate market-ready opportunity, with 72% of consumers proactive about their long-term health and 67% willing to pay more for products that support longevity.
Everyday formats and whole-body support
The survey results showed that consumers are seeking more enjoyable, lifestyle-friendly formats such as teas, cookies and gummies, demonstrating an interest in turning supplements into treats.
In particular, the ready-to-drink tea format was a favoured choice in China, the US and Germany.
Popular ingredients included B vitamins, omega-3s and protein, while pre-, pro- and postbiotics continue to gain momentum.
For innovators, ADM said that the path forward is clear: combine scientific credibility with functional versatility and consumer-centric design.
Those who can deliver on all three will be well-positioned to lead the next generation of longevity-focused nutrition.
The full report is available to view here.