According to the U.S. Census Bureau, there are currently 76.4 million baby boomers in America. In three years, 50 percent of the U.S. adult population will be 50 or older, controlling 70 percent of the nation’s disposable income. Not surprisingly, the healthy-aging market is projected to be worth 191.7 billion dollars by 2019. However, what may come as a surprise—according to a customer segmentation survey conducted by New Hope—is that consumers as young as 18 are becoming growing contributors to the healthy-aging market, interested in products that are geared toward the maintenance of fitness and a youthful appearance.
Armed with an ever increasing arsenal of data via technology such as sleep and food tracking apps and wearable fitness tools such as the Fitbit, this younger market segment, dubbed #Young4Ever by New Hope, is more self-aware about the state of their health, using this data to make healthy lifestyle changes.
Keen to these trends, Twinlab, an industry leader with an eye toward staying ahead of consumer trends, addressed this growing market opportunity at Natural Products Expo West with its hosted educational seminar, “Youthful Aging: The Huge Boom(er)ing Market of Supplements.” The seminar featured noted speakers Gene Bruno, Twinlab’s director of category management and dean of academics at Huntington College of Health Sciences; Starkie Sowers, director of education for Clark’s Nutrition and Natural Foods Market; as well as Josh Trent, wellness professional and social entrepreneur at Wellness Force. The seminar addressed the science of “youthful aging” supplements and the role of the retailer in realizing the full potential of this opportunity to the growing healthy-aging market.
“We were thrilled at the response to our education session on the Healthy Aging category and the interest in this emerging science and our product solutions. Baby Boomers are the obvious sales driver, but Millennials are also looking for preventative products and are a major force in this demand,” states Niki Simoneaux, marketing director for Twinlab.
Attendees left the standing room only event armed with tips and tools to help engage the growing #Young4Ever market—from phone apps that help consumers search in-store products to instagramming a series of “selfies” to physically represent the effects of skin-related products. They also received product samples of Twinlab’s “Healthy Aging Triumverate”—three award winning dietary supplement formulations relevant to both baby boomers and the #Young4Ever segment that provide clinically relevant servings of nutraceuticals shown in human research to support key aspects of healthy aging:
- Twinlab Daily One™ Age-Defense Telomere Multi is a multivitamin with clinically tested ingredients that provide antioxidant protection against premature cellular aging and may help to maintain telomere length (regions of DNA at the ends of our chromosomes), which in turn may help to protect DNA. Winner of the 2014 Stevie Award and 2015 Delicious Living Supplements Award for Best Healthy Aging product.
- Twinlab Skin Within™ is a once daily supplement with a key ingredient clinically tested over 6 weeks to significantly reduce the appearance of fine lines and wrinkles, improve the moisture content of dry skin, significantly improve skin elasticity, and help reduce oxidative stress. Winner of the 2014 Delicious Living Beauty & Body Award, and the 2015 Better Nutrition Best of Natural Beauty Award.
- Twinlab BioPQQ™ Microtabs support energy metabolism and may help support cognitive function, but also supports the replication of mitochondria, the parts of the cell that are responsible for producing ATP (the body’s energy currency). 2014 Delicious Living Supplement Award winner.