Everyone is suddenly obsessed with aging slower
Aging slower headlines are everywhere right now. It’s a perfect storm of:
Boomers redefining what "old" looks like - most people nowadays can expect to be active well into their 80’s
Millennials discovering their first fine lines (Argh)
Gen Z pre-gaming for wrinkles they don’t even have yet (my 13 year old has a skin-care routine)
It would be easy to write this movement off as vanity. But what this is really about is agency.
The numbers don’t lie (unlike your age on dating apps) The U.S. anti-aging products market reached $14 billion in 2024, and it's expected to grow to $20.6 billion by 2030 (6.8 percent CAGR).
Globally, the anti-aging supplements market hit $4.5 billion in 2024 and will grow to $6.99 billion by 2030.
Collagen supplements now account for over 30 percent of anti-aging supplement sales, especially popular in beauty-from-within formats.
60 percent of consumers say buying anti-aging products is very important
70 percent purchased more age-defying products in 2024 than the year prior
The U.S. median age is now 40—and culturally, we’re not ready to feel it
The result? A wave of growth in age-defying categories, driven by aspiration, optimization, and a new kind of consumer logic: if I can track it, I can control it.
What’s trending in the age of anti-aging
b Longevity blends, CoQ10 capsules, and collagen boosters are on the rise—with collagen now accounting for over 30 percent of anti-aging supplement sales—especially among consumers in their 30s and 40s who are "aging preventively."
Food and Beverage Functional snacks and meals designed to boost cognition, support joint health, or maintain energy without sugar spikes. It’s broccoli, rebranded.
Beauty and Personal Care Serums, masks, and moisturizers promising time-reversing results (and sometimes delivering them, at least in pixels).
Home Health Testing From biological age tests to inflammation panels, consumers are turning to data to manage what used to be called "getting older."
Ozempic New data suggests that GLP-1 drugs are reducing cell ageing - some more sensationalist headlines going as far as claiming that the drug is reversing signs of age.
What brands need to know Healthy aging is a value system. And like any shift in values, it requires new messaging, new positioning, and smarter partnerships.
Lead with aspiration, not loss: Focus on energy, confidence, longevity, and agency—not deterioration.
Bridge physical and mental health: Aging is emotional. Products that acknowledge this will build deeper brand trust.
Explore diagnostic + product pairings: Whether it’s nutrition, skincare, or sleep, combining digital insights with physical goods creates real stickiness.
At 6 Seeds, we help food, wellness, and personal care brands decode what consumers actually mean when they say they want to feel "younger."
If you’re wondering how the healthy aging movement will impact your portfolio, innovation pipeline, or storytelling strategy, let’s talk.
And if this hit a nerve (or your sciatic), forward it to someone in strategy or innovation who’s thinking about the future of feeling good.