To forecast its annual trends, Euromonitor International analyzes consumer data and societal patterns. One of the trends it has predicted to impact the health, beauty and wellness industries in 2025 is ‘Healthspan Plans.’
By this, it means that many consumers are now far down the path “on their longevity journeys” and are at the point where they are “making behavioral changes to live healthier lives for longer.”
As such, the firm noted that global sales for vitamins, minerals and supplements are projected to reach $139.9 billion in 2025.
Team lead for innovation at Euromonitor International Karolina Grigorijevaite explained that key factors driving the ‘Healthspan Plans’ trend included a shift from extending one’s lifespan to optimizing long-term health.
“This movement is influenced by aging populations, the Covid-19 pandemic and the increased accessibility of wearable technologies,” she explained.
“Consumers now prioritize proactive health measures, aiming to ‘age well’ through personalized supplements, fitness routines and biohacking.”
Grigorijevaite also said that the integration of technology such as wearable devices and personalized health apps is playing a significant role, especially among younger generations who “view health optimization as essential rather than a luxury.”
More personalized and tech-driven
Euromonitor has conducted plenty of consumer research on this topic. One recent study revealed that 52% of consumers believed they would be healthier in the next five years, while another showed that 54% of consumers said they knew which vitamins and supplements to take for health concerns in 2024.
Of course, wellness has been in the limelight for the past few years, so what’s different about it as we move towards the new year?
“In 2025, wellness will become more personalized and technologically driven,” says Grigorijevaite. “Consumers are increasingly shifting toward health optimization rather than a reactive approach to wellness.
“Wearable technologies, real-time health data and personalized supplements are at the core of this evolution, transforming wellness into a continuous and holistic journey rather than isolated interventions.”
She added that the focus will also “broaden to include mental and emotional well-being alongside physical health.”
The firm’s consumer data highlighted that there has been a consistent increase in the use of smart devices or apps to track health across all generations. Gen Z and Millennials were the two consumer cohorts identified as the earliest adopters.
Demand for solutions with ‘explainable effectiveness’
Euromonitor International noted that there is growth in niche spaces within the wider health and wellness category. For example, it said that 34% of women took VMS to prevent menopause-related symptoms.
“In the nutraingredients space, focusing on credibility and transparency will be key,” said Grigorijevaite.
“There is a growing demand for solutions with ‘explainable effectiveness’ backed by solid scientific evidence, particularly in supplements like NAD+ for cellular health,” she continued.
The firm’s data showed that the number of online SKUs labelled NAD+ nearly tripled across consumer health categories from 409 in 2023 to 1,137 as of August 2024.
Meanwhile, online launches of brands with ‘cellular health’ claims grew 135% in the vitamins and supplements category between Q1 and Q2 2024 across 32 countries.
Data showed that that products with science-backed evidence continued to gain traction, for example, NAD+ supplements that targeted cellular health.
According to Grigorijevaite, brands can enhance credibility by “supporting their offerings with targeted content and consultations, while also exploring partnerships with diagnostics to provide comprehensive healthspan solutions.”
“Focusing on unmet needs, such as women’s health, through tailored offerings will also be crucial for building brand differentiation,” she said.
Areas of focus for innovation in 2025
Grigorijevaite believed that the key subcategories for innovation in 2025 within the Healthspan Plan trend are:
- Wearable and health-tracking technology; innovations integrating AI to improve health insights.
- Women’s health: products focused on menopause, hormone-induced skin changes or menstrual care tailored to physiological needs.
- Functional foods: development of functional products that cater to specific health needs, such as reducing visceral fat or addressing high uric acid levels.
- Biohacking and personalized nutrition: services that offer vitamins and supplements based on personalized health metrics like DNA and mineral tests.
As we move into 2025, Euromonitor is advising wellness, health and beauty brands to:
- “Develop targeted self-care products and tailor solutions to address specific, life-stage concerns or unmet needs.”
- “Use scientific evidence or proven results in your marketing materials to underscore how formulations, devices or designs support longevity.”
- “Partner with tech companies or diagnostics firms to offer personalized health assessments and real-time tracking solutions.”
“Brands looking to innovate in the healthspan space should focus on delivering personalized, data-driven health solutions,” said Grigorijevaite, referring to the last point.
“It’s crucial to embrace technologies like wearables integrated with AI for personalized health monitoring and provide explainable effectiveness, ensuring products are science-backed and transparent about how they support consumer wellness. Collaboration with diagnostics firms can also add value by offering more personalized health assessments, further differentiating brand offerings.”
