Highlighted in our latest consumer trend report, Health and Wellness Trends to Watch in 2025, is the trend ‘Focus on Longevity’. It describes how and why consumers are focused on long-term youth and vitality, causing them to search for ways to extend not just their lifespan, but also their ‘health span’ The goal is to live healthier for longer, and brands can help.

In A Nutshell

There is a growing shift in the mindset of consumers towards preservation, with many wishing to take control of their own health. As the NHS continues to struggle and food companies come under fire for ultra-processed foods, this sentiment of individual responsibility is, in fact, likely to persist beyond 2025.

Empowered by this outlook, individuals are taking steps to safeguard their well-being, mindful of what they’re putting into their bodies as well as actively seeking preventative measures to maintain their mental and physical health.

Brand Examples

• The Oura Ring gives consumers a discreet way to monitor health metrics like sleep, exercise, stress and their heart. They also provide data on a person’s metabolic age and heart age so consumers can work on reducing them.
• NAD+, or nicotinamide adenine dinucleotide, plays a vital role in skin health and overall health. NAD+ supplements are also increasingly being regarded for their claims to have a role in extending lifespan.
• Consumers continue to reduce alcohol consumption in pursuit of long-term health benefits. The alcohol-free market is set to grow by 7% in volume by 2027 (IWSR, 2024). Botivo is an alcohol-free alternative that promises the depth of flavour.
• Absolute Collagen offers multifunctional anti-ageing ingredients such as collagen and Vitamin C, proven anti-ageing skin ingredients, as well as benefitting bone density, muscle health mass and heart health, particularly important for women as they enter midlife.

Opportunity Space

Brands should align with consumers’ aspirations for healthier, longer lives by sharing knowledge and positioning themselves as trusted partners. This is a great opportunity to foster consumer loyalty through engagement and a shared sense of purpose, with a huge potential to unlock new audiences – from the ageing population seeking health maintenance to health-conscious younger consumers who are already focused on proactive health management.