In an age where science and technology are unlocking the secrets to living longer, healthier lives, consumers are increasingly seeking food and beverage solutions that support longevity. This pursuit extends far beyond traditional notions of health and wellness, it’s about optimising every aspect of life, from physical vitality to cognitive function and emotional well-being. This global insight series will investigate this powerful shift in consumer priorities that is reshaping the global food and beverage landscape, driving innovation, reformulation, and a renewed focus on natural, functional ingredients.
The Science of Longevity and Its Influence on Consumer Behaviour
With advances in genetics, personalised nutrition, and microbiome research, longevity is no longer just about avoiding illness but proactively extending health span. Consumers are more informed than ever, seeking out ingredients that promote cellular health, reduce tiredness, and enhance resilience against age-related diseases. There are a plethora of products hitting the market that claim to assist in agile ageing, with many boasting a range of vitamins and minerals, selected specifically to target various bi products of ageing. “Longevity is one of the most exciting areas of wellness innovation today” says Murial Gonzalez, President of the Vitamin Shoppe, which has contributed to the increase in research in this area. Alongside these more functional ingredients, we’re seeing superfoods such as turmeric, kale, matcha, and medicinal mushrooms are becoming staple ingredients, while fermented foods rich in probiotics are celebrated for their gut-health benefits, a critical factor in longevity science.
Image Source: Envato – Fermented Vegetables
Functional Foods and Beverages Take Centre Stage
The rise of functional foods and beverages is a direct response to this longevity-driven mindset. Beverages infused with collagen, herbal extracts, and bioavailable vitamins are gaining traction, offering convenient and effective ways for consumers to integrate longevity-supporting ingredients into their daily routines. In a study by Nestle, in partnership with National University in Singapore discovered that a natural compound found in coffee and fenugreek seeds could contribute to the maintenance of positive muscle function in ageing consumers. Harnessing these foods, spices and herbs, and putting them in attractive, convenient food and beverage options, allows consumers to easily achieve their health and wellness goals.
Health and wellness are no longer a trend but a tendency, with 90% of people taking more action that a year ago to improve their wellbeing in any dimension (Lululemon, 2024). Evidence of this is the recent acquisition by Pepsi Co of prebiotic soda brand Poppi for a staggering $1.95 billion USD[1]. This not only puts a clear monetary value upon these sorts of businesses but also demonstrates how even the legacy super brands cannot ignore this seismic shift in consumer behaviour.
Even indulgent categories are adapting to meet this demand. Chocolates infused with Reish mushrooms, adaptogenic coffees, and sugar-free, gut-friendly desserts are redefining what ‘treating oneself’ looks like in an era where longevity is the goal.
The Easy Road
A common thread throughout all these up-and-coming brands and product innovation is ease of use and convenience. Consumers are living busy lives, and whilst they are motivated to improve their personal health span, they do not want to sacrifice their long-standing routines and lifestyles. Fortified drinks and snacks are so far so successful in this space, as they offering flexibility and ease of use.
Longevity Science Supercharged
Bryan Johnson, the man who wants to live forever, is not the only one investing fortunes in a quest to crack longevity. Joining Pepsi’s investment in this zone of interest is a new partnership between OpenAI and biotech research firm Retro. This partnership has created an AI model that can support longevity research, and is just the latest in many investments into longevity and tech. By 2031, longevity therapies are expected to be a $4.1bn global market[2] and food and beverage offerings will be a fundamental cornerstone within this market.
The Future: Where Longevity and Food Innovation Meet
As the food and beverage industry continues to evolve in response to longevity-driven consumption patterns, clean-label products, science backed health claims, and functional formulations will define the next wave of industry growth.
The pursuit of longevity is not just a fleeting trend; it is a fundamental shift in the way we think about food and its role in our lives. Those who understand and adapt to this shift will lead the future of food.
AU – Posca Hydrate
Claiming to be the OG Roman sports drinks, Posca features mineral salts for hydration, red wine vinegar for gut health and is flavoured with natural fruit flavourings.
UK – G-Spot’s Arouse Drink
The flagship brand of actress Gillian Anderson features Vitamin B6 to promote proper cell function, help regulate hormonal activity, and reduce tiredness.
SEA – Tapping Tapir’s
Malaysian start-up The Tapping Tapir’s has created a probiotic soda complete with vitamin C and apple cider vinegar to support gut health.
USA – Café Gratitude
LA’s famous Café Gratitude have launched a ‘gut-healing, Longevity Menu’ in collaboration with Dr Will Cole. The menu promises both flavour and nourishment and is available at all locations.
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References:
1.https://www.forbes.com/sites/claraludmir/2025/03/17/pepsi-co-buys-poppi-/
2.https://www.insightaceanalytic.com/report/global-longevity-and-anti-senescence-therapy-market/1354
Please note, we are not affiliated, associated, or in any way officially connected with the brands and products mentioned within this post.
