ADM Publishes Report on How Consumers are Approaching Longevity Today

ADM recently published a report detailing the choices consumers are making today with diet and supplements to support longevity, and the broadening definition of what it means to age well, based on recent survey results. While physical health remains essential, consumers are now equally focused on mental clarity, emotional balance, and the energy to continue doing what they love, the company reported.

Brain Health and Physical Capability

Cognitive resilience is the leading “must-have” area of maintenance (listed by 50% of respondents) when it comes to how consumers support longevity, ADM reported, followed by mental/emotional well-being (48%), cardiovascular health (48%), bone/joint health (47%), muscle strength and physical fitness (45%), and mobility, balance, and flexibility (45%).

If a product supports these aspects of healthy aging, consumers reported that they were willing to accept certain trade-offs, such as products tasting less sweet (67%), having less variety/flavors (66%), appearance differences (65%), shorter shelf life (55%), texture or mouthfeel differences (54%), or higher cost (50%).

Lifestyle Factors

Consumers increasingly recognize sleep (78%), nutrition (76%), and stress management (73%) all as key factors influencing healthy aging. Interestingly, “long-term health” influences food and beverage choices more than supplements globally, with this concern serving as a purchase factor for 66% of consumers in food and beverage and 58% of consumers in supplement choices.

New Formats Drive Interest

While multivitamins still lead the market, consumers continue to express interest in turning supplements into treats with ready-to-drink teas, cookies, and gummies all gaining popularity.

ADM asked consumers which formats they preferred, specifically for products that are formulated for long-term health support. Globally, consumers expressed the most interest in ready-to-drink tea (39%), cookies and baked goods (37%), gummies (36%), pills, capsules, and tablets (35%), smoothies and shakes (35%), and snack bars (34%).

There are notable country-level differences in delivery format preferences. The two leading formats in the U.S., for instance, were gummies (46%) and ready-to-drink tea (43%); in China, ready-to-drink tea (61%) and wellness shots (63%) had the strongest appeal; Germans, on the other hand, listed ready-to-drink tea (42%) and gummies (39%) as generating the most interest.