As the global population ages, demand for foods that support healthy ageing is accelerating. Consumers of all ages are actively seeking products that promote longevity, cognitive function, joint health, and overall wellbeing. An astounding 30% of new product launches in western Europe in 2024 had cellular health claims (Euromonitor, 2025). Customers are increasingly showing awareness of the powerful link between diet and physical and mental longevity, becoming increasingly knowledgeable around the impact of ingredients like spices, fibres, and ferments.
Foods and spices associated with anti-inflammatory or antioxidant properties are particularly attractive. Likewise, fibre call outs are appearing in a record number of products on the shelf, as consumers attempt to super charge their mental and physical health by supporting their gut microbiome.
These natural ingredients support healthy ageing whilst also appealing to the growing call for clean-labels and recognisable ingredients.
