How society defines “being healthy” is evolving and becoming more holistic. And with more individuals viewing themselves as consumers in the healthcare market compared to solely being patients, it has created immense opportunities…with U.S. consumers spending billions annually seeking to improve their “health span.” Because at the end of the day, what people really want is “not just more years to their lives” but also “more life to their years.” So, it’s difficult not being fascinated by the evolving marketplace…which is why Senior Market Insights Director at SPINS, Scott Dicker, and I decided to tackle the cultural phenomenon that I recently dubbed “healthy longevity” in our newest quarterly functional CPG categorical deep dive. But addressing this changing landscape…from the shifting perception of age and multigenerational consumer cohorts to product innovation trends and reframing of functional ingredients is quite the complex undertaking to effectively tackle in under an hour. That being said, Scott and I did our absolute best to spotlight powerful “drivers of demand” and connect them to the top nutritional, physical, mental, and emotional health need states that empowers CPG brands in the "healthspan era." Moreover, we examine a few seemingly disparate data points that should not be overlooked when considering the [no pun intended] longevity of this immense commercial opportunity for the emerging and intersections CPG categories of functional foods, functional beverages, and nutritional supplements. But these are just some of the interesting topics we chatted about in this episode...

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