For more than 25 years, Healthy Aging Month has encouraged us to celebrate the often overlooked positives of growing older.

Today, this message is more important than ever, as conversations around aging emerge and evolve from focusing solely on anti-aging to embracing a more holistic, life-affirming approach. Businesses that understand this shift can help consumers not just age but thrive at every stage of life.

Aging is a personal journey that unfolds differently for everyone, but often follows a shared trajectory. According to a Fonterra-commissioned survey¹ of adults aged 40 and above, this journey typically begins with denial—a reluctance to acknowledge visible signs of aging such as wrinkles and greying hair.

This personal resistance is echoed in the media, where older adults are underrepresented. In 2022, CreativeX reported that only 4% of ads featured people aged 60 or older, reinforcing the notion that aging should be hidden or avoided. This mutual cycle—where consumers deny aging and brands exclude older demographics—drives a persistent focus on youth and beauty, shaping the first narrative, "Anti-Aging."

1. Anti-Aging 

For years, the focus on "anti-aging" has emphasized delaying physical signs of aging, glorifying youth as a symbol of power and success. This mindset has led consumers to seek products that make them look younger, reinforcing the notion that aging is undesirable. A subset of this narrative is "slow-aging²," where brands shift the language but still aim to avoid aging.

“Ageism is prejudice against our own future selves”.

Aston Applewhite, TEDTalk Speaker

A subset of this narrative is "slow-aging²," where brands are beginning to shift the language from "anti-aging" to a more positive framing. Yet, it remains rooted in the desire to avoid aging.

Anti-aging solutions often target wrinkle reduction and skin elasticity. Beyond traditional beauty products, 70% of global proactive health consumers look for foods and beverages with added health benefits³, turning to ingestible ingredients that promote beauty and support youthful, wrinkle-free skin.

However, while consumers may initially seek to deny aging, our survey found that consumers eventually embrace the aging process¹, leading to the rise of the "Well-Aging" narrative.
 

2. Well-Aging

The "well-aging" movement embraces the idea of aging with purpose. From 2004-2023, searches for “anti-ageing” messages on Google have declined, while searches related to “healthy,” “positive,” and “well-ageing” have remained stable³.

This narrative reflects a cultural shift toward positivity, where aging is not something to fear but rather an opportunity to embrace new experiences and possibilities. The focus is on celebrating life and finding joy and purpose, regardless of age.

“This generation wants and expects more from the last third of their life than any other generation". Hence, it is time to celebrate aging.”

Cathleen Toomey, TEDx Talk Speaker

The well-aging narrative represents older adults as active participants in society, where WHO notes 'the word 'active' refers to continuing participation in social, economic, cultural, spiritual and civic affairs, not just the ability to be physically active or to participate in the labour force. Our survey findings align with this, showing that middle-aged consumers aspire to maintain positive aspects of existence, with hopes for independence, connection, and relevance¹.

In fact, almost 9 in 10 agree with the statement that healthiness comprises of a holistic health upkeeping – that all aspects of wellbeing, such as physical and mental wellbeing, should be taken care of⁴. Hence, brands looking to cater to this narrative should avoid outdated stereotypes, instead adopting authentic, inclusive approaches that resonate with their audience's aspirations for holistic healthy ageing.

Proper nutrition, combined with an active lifestyle, can significantly support healthy aging by promoting mobility, cognitive health, and inner wellbeing. Brands have an opportunity to position products that not only address surface-level concerns but also support long-term health through science-backed ingredients and solutions that empower consumers to age well, inside and out.

Anlene’s Age is No Limit campaign celebrates the notion that aging is not a barrier but an opportunity to continue pursuing an active, vibrant life.
 

3. Ageless

The most recent shift in how we approach aging is the ageless narrative, which emphasizes inclusivity and respect for people of all ages. Instead of focusing on age-specific categories, it addresses individual needs at every stage of life, moving away from age-based marketing to focus on universal human needs.

The ageless narrative also aligns perfectly with the trend toward personalized nutrition, where 59% of global consumers are interested in customized food and drink products tailored to their individual needs⁵.

As multigenerational households become more common due to aging populations and rising living costs, there are opportunities for brands to adopt an ageless positioning⁶. By creating products that cater to universal human needs, for example, immunity and digestive health, brands can appeal to all family members, from children to seniors.

The ageless narrative fosters a sense of community and shared purpose, breaking down barriers between age groups and encouraging inclusivity in health and wellness practices. Brands can create food and drink products that connect generations and promote emotional and social fulfillment through shared experiences, nostalgic flavors, and inclusive marketing campaigns.

“In a world where individuals can often feel isolated and disconnected, there is a rising demand for food and drink products that provide a sense of belonging and collective identity.”

FMCG Gurus
 

Redefining Aging for the Future

As the conversation around aging continues to evolve, the key for businesses is to meet older adults where they are—providing solutions that support their desire for an active, purposeful life. Whether you align with anti-aging, well-aging, or the ageless narrative, the future of healthy aging lies in creating products that enhance the overall quality of life.

For many, it’s important that these products are backed by scientific evidence. 62% of global consumers believe that scientifically proven ingredients and evidence of efficacy impact the believability of a product⁷. Consumers are more discerning than ever, demanding that aging claims be substantiated with credible research and proven results. This presents an opportunity for companies to stand out by investing in research and offering robust proof of product efficacy.

To gain deeper insights into the healthy ageing landscape, explore our latest insight report, "Proactive Nutrition for Healthy Ageing". Discover how our scientifically-backed ingredients and market-ready concepts can help you create products that resonate with today’s aging consumers.