There is no escaping the passage of time. However, the human desire to resist or defy aging seems as natural as the process itself. Assaulted by poor diet and lifestyle choices, anxiety, poor sleep and pollution, among other factors, consumers endure many stressors on a daily basis.

While there’s no quick fix or single solution to aging well, the effects of smart decisions are cumulative. Taking a holistic, integrated approach to health and wellness seems like the best option, according to experts.

While dietary supplements dominate the market for nutricosmetics—ingestible products designed to offer beauty or aging benefits—food and beverage formats have become increasingly important, according to recent analysis from research firm Innova Market Insights.

In many cases, consumers are looking for health benefits from products that are already part of their daily routine and align with their normal lifestyle. The proliferation of probiotics into all sorts of foods and beverages—from baked goods to juices to pasta—exemplifies this trend.

Speaking of probiotics, one of the most exciting areas of research related to nutricosmetics, and dietary supplements for that matter, has been understanding of how the gut microbiome and the gut-brain-(skin) axis impacts health, Innova experts noted. How probiotics and other nutrients interact with that complex ecosystem will continue to be a significant area of clinical research.

As aging Baby Boomers hope to maintain their physical and mental abilities into old age, and Millennials look to lead lifestyles rooted in health and wellness, there will continue to be significant opportunities for product marketers. The future is coming, and consumers want to be prepared.

Ultimately though, scientific backing for safety, quality and efficacy is paramount to a product’s success. Businesses can’t afford to lose trust with customers.