The company has observed a “clear upward trend” in the consumption of dietary supplements among consumers aged 50 and above.
“Traditionally, this demographic has favoured supplements like fish oil, krill oil and glucosamine, which support joint health, cardiovascular function and overall well-being. In recent years, however, there has been a significant rise in the adoption of beauty-related supplements, including those promoting skin whitening and collagen production.
“This shift underscores an increasing focus on holistic wellness, where older consumers are not only prioritising health but also actively seeking solutions to maintain a youthful appearance and vitality,” Hyumi Wong, Regulatory and Compliance Manager of Nature’s Farm, told NutraIngredients-Asia.
She added that this trend highlights the growing awareness and demand for products that cater to both health and aesthetic needs in the ageing population.
There are several other major trends in the healthy ageing category that Nature’s Farm expects to shape consumer preferences in 2025.
These include sustained demand and growth of probiotics driven by proven benefits for gut health and immunity; consumer prioritisation of supplements made from natural and environmentally friendly sources reflecting a broader movement toward eco-conscious and ethical consumption; and diverse interests beyond health.
“Contrary to the common misconception that individuals over 50 primarily focus on health-centric supplements, our sales data reveal a growing interest in beauty and weight management products among this demographic.
“This shift can be attributed to increased exposure to social media, which has influenced perceptions of ageing and encouraged older consumers to actively pursue an all-encompassing approach to looking and feeling their best.”
Additionally, Wong said that today’s consumers expect more from their supplements, with a decreased popularity for one-size-fits-all products and a noticeable preference for targeted formulations that address their specific concerns.
To meet this demand, Nature’s Farm has been working on new products designed specifically for older adults and the silver generation.
“Among our upcoming launches are menopause support formulas to address hormonal balance and well-being during this life stage, and probiotics tailored for seniors, which support gut health, immunity and a balanced lifestyle.
“These innovations reflect our commitment to providing customised solutions that empower older adults to live healthier, more fulfilling lives.”
All-round boost with antioxidants
One of the company’s best-selling products, Pycnogenol is derived from French maritime pine tree bark, and backed by over 160 clinical trials and 450 scientific publications for its efficacy and safety.
The supplement is claimed to contain “potent antioxidants”, namely procyanidins and catechins, as key active ingredients, which work synergistically to deliver health benefits across multiple systems in the body.
Specifically, procyanidins protect collagen and elastin from degradation caused by oxidative stress and enzymatic activity, resulting in firmer, more resilient skin. They also help to boost hydration and reduce visible signs of ageing, such as wrinkles.
At the same time, procyanidins contribute to blood vessel elasticity, blood pressure regulation, and overall circulatory function for enhanced cardiovascular health.
For joint health, they reduce inflammation while stimulating collagen production to alleviate arthritis symptoms such as joint pain and stiffness, and improve mobility. They also support cognitive function in the areas of mental sharpness, focus, and memory retention.
Known for their anti-inflammatory properties, catechins provide several health benefits, including protecting the skin against UV-induced damage, preserving skin integrity, and preventing premature ageing.
Similar to procyanidins, catechins also support joint, cardiovascular, and brain health.
“The increasing global interest in healthy ageing suggests a growing demand for products like Pycnogenol. Consumers across markets are seeking solutions to support skin health, cognitive function, joint mobility, and comprehensive wellness, which aligns with the supplement’s benefits,” Wong reiterated.
