Throughout all age groups and geographies, lifelong vitality is a defining priority; it reshapes purchase decisions, product reformulation and expectations of wellness.
Recent ADM research involving consumers in the UK, the US, China, Brazil, Germany, South Korea and Spain reveals a market at an inflexion point: people not only hope to live longer, but they also intentionally invest in living well.1
For nutraceutical brands, understanding the nuances behind these behaviours presents a significant opportunity.
“Lifelong vitality” changes as we age
Consumers define “lifelong vitality” differently depending on both age and location. Physical fitness, strength and mobility consistently rank among the top priorities, but their relative importance varies.1
In the UK, baby boomers are more likely to define vitality through the lens of physical capability: 46% cite maintaining physical fitness, strength and mobility, compared with 39% of Gen Z.1
Meanwhile, preserving mental sharpness also rises in importance with age: 37% of baby boomers prioritise cognitive function versus 27% of Gen Z.1
The findings suggest that, with age, perceptions of vitality may shift away from appearance toward maintaining physical and cognitive well-being.
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