A major shift is happening in the longevity market. Beyond just extending their lifespan, consumers of all ages are increasingly looking for solutions to maximise their healthspan — the number of years lived in good health.
In fact, more consumers in the US would choose to feel 25% healthier rather than live 25% longer.1 This is being fuelled, in part, by an increased focus on maintaining optimal well-being — both physical and mental — throughout life.
Joint health is a critical piece of the healthspan puzzle. It allows people to maintain mobility, flexibility and strength, so they can keep doing the things they love most … whether that’s playing with grandchildren, dancing around the kitchen or hiking up a mountain.
Proprietary insights from Lonza Capsugel reveal that consumers are catching on to the link between movement, healthspan and longevity, with 93% seeing joint health as being essential to ageing well and living better for longer.2
This creates a high-value innovation space in the joint health category. But how can brands stand out from the crowd?
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