Univar Solutions unveils healthy aging campaign to meet UN ambitions

08 Mar 2023 --- By 2030, 12% of the global population – an estimated one billion people – will be aged over 65 years, increasing from 585 million nearly a decade ago. Moreover, by 2050, the worldwide population of that same age group will eclipse two billion.

Ahead of this, Univar Solutions’ Nutraceuticals has launched a campaign for its Wellness Academy titled “Healthy aging and living well with nutraceutical ingredients.” The move comes in light of the United Nations General Assembly’s declaration that it would be the decade of healthy aging.

The global dietary supplement market was valued at US$151 billion in 2021 and in 2022, the average US consumer spent US$97 per trip to the pharmacy on vitamins and supplements.

However, according to the Council for Responsible Nutrition (CRN) 2022 Consumer Survey on Dietary Supplements, supplement usage has climbed back to pre-pandemic use levels after declines were spurred by economic and supply chain impacts. 

Fifty-two percent of consumers who take supplements report using specialty supplements with omega 3s, probiotics, melatonin and fiber comprising the top selections. Among US consumers, trust in the dietary supplement industry remains high, with 77% saying they find it trustworthy. That number increases to 84% among people already using supplements.

Functional ingredients with pizazz
The campaign encourages people to make long-term investments to promote healthy aging, from mindful food and beverage consumption to more focused stress management and mental health.

Healthy aging presents the health and wellness market with a significant opportunity to develop nutraceutical products that boost healthy life expectancy.Supplement manufacturers are focusing on healthy aging products that increase healthspan. 

The objective of the UN’s Decade of healthy aging is to improve the quality of life in older age and reduce “ageism,” a discriminatory approach to aging. Healthy aging can be achieved by developing good habits in youth that support wellness later in life.    

To endorse the healthy aging concept, Univar Solutions Nutraceuticals leverages a range of products, including Lanconone botanical blend for joint health, Fossence FOS for gut health, AlphaSize Alpha-Glyceryl Phosphoryl Choline for cognitive health, PureMune organic yeast beta 1,3 /1,6 glucan for immune health, Maxicuma water-soluble turmeric extract and Algal DHA.

The company encourages supplement manufacturers to adapt to the consumer shift with healthy aging products that increase healthspan (number of healthy and disease-free years of an individual’s life cycle) instead of lifespan, especially since seniors live longer.

Lifestyle choices that count
Consumers cite brain, heart, and bone strength as top concerns for aging and are investing in health supplements. Lifestyle and dietary choices made earlier in life can positively affect overall wellness and longevity. 

Over the past decade, there has been increasing global awareness surrounding healthy aging, defined by the World Health Organization (WHO) as “a process of maintaining functional ability to enable well-being in older age.”

According to research commissioned by Univar Solutions, half of the global population is now considered healthy aging consumers, and millennials are critical targets for healthy aging supplements.

Three in five Millennials take proactive measures to counter the physical and mental signs of aging, while 50% are more focused on their health than a decade ago. Consumers value products and ingredients that address health concerns, such as better sleep quality and stress relief.

A few long-term benefits of healthy aging include, Increased bone density, stronger immunity, faster injury recovery and reduced risk of chronic illness such as Type 2 diabetes or high blood pressure and better cognitive function.

Millennials and Gen Z drive industry innovation for fun formats in the healthy aging segment, which includes a range of age groups. At the same time, companies diversify ingredients, strategies and F&B to target broader demographics.

In addition, a study conducted by OnePoll and Great Lakes Wellness shows that 75% of respondents want to “spend less time fighting aging and more time doing things they love.”

By Inga de Jong

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