Marci Clow, MS, RDN at California-based Rainbow Light, listed her top trends and predictions for anti-aging and longevity products:
• By 2030, one in five Americans will be over age 65; even with proper diet, there is always room for an added health boost. Personalization and individualization is trending across the supplement industry and all age groups/lifestyles.
• Both Baby Boomers (at 74.9M, ages 51-69, 1946-1964) and Matures (at 47M, ages 70-plus, born before 1946) are the highest users of supplements at 75 percent and 83 percent respectively, with continued growth over the past five-year period (2009-2013) from 69 percent and 75 percent. An untapped opportunity for marketers is the “super senior”—those Boomers heading into their 70s and matures in their 80s who continue to want to lead active and healthy lifestyles.
• There will be significant opportunities to provide innovative supplement/natural solutions to Boomers with newly available remedies for weight management, sarcopenia prevention (loss of lean muscle), joint pain/mobility management, tinnitus, vision issues, brain/memory, menopause, sexual health … biggest fears—loss of mobility and memory/Alzheimers.
• Consumers want products that solve problems associated with aging but they don’t want products that are associated with aging. Don’t call us seniors or matures, but “active adults.”
• Trending is medical community checking a wider range of biomarkers of aging, such as coenzyme Q10 levels, which decline with age. For instance, the Cleveland clinic tests patient levels. Coenzyme Q10 is involved in the energy producing cells in the body—it is concentrated in organs that require a lot of energy for function, such as the heart, brain, liver, muscles.
• CoQ10 is the No. 1 selling anti-aging supplement for lifespan and skin benefits (found in supplements and topicals/cosmetics).
• CoQ10 is the No. 2 selling supplement for cardio/heart health (after fish oil)
In a recent survey, 71 percent of cardiologists are recommending CoQ10 to patients, especially those on statin drugs for cholesterol; statins inhibit internal CoQ10 production, which results in insufficient levels and side effects.
• Products for “super seniors.” One-A-Day recently launched Proactive 65+ multivitamin formula.
• Supplements for digestive health as enzyme levels decline with age and the diversity of microbiota decreases—so probiotics and digestive enzymes will take on a larger role.
• Supplements for aging conditions (where there are few OTC/Rx options, or Rx options have significant side effects) such as tinnitus, incontinence/bladder control and sexual health (post-menopause).
• Mitochondrial health (energy producing cells in the body; keep efficiency levels higher for longer as we age); telomeres—keep them from shortening, which shortens life span. Ingredients such as omega-3 fish oils help keep telomeres longer.
• Skin that isn’t necessarily “ageless” but healthy. Both women and men are seeking both supplements and topicals—more awareness of the role diet plays in skincare.
• Ingredients such as collagen, biotin, astaxanthin, products for hair/skin/nails or specific to each, or for an attribute, such as thinning hair, for skin hydration/glow.
• Sleep issues: The typical sleep supplement user is a woman over 50. Melatonin levels decline with age. Sleep is critically important to many functions; recent studies associate it with weight management, Alzheimer prevention. For younger people, such as Millennials, sleep issues are more related to stress.