Healthy Aging is the New Fabulous at 50 – And Beyond

Author: 🍃Paula Limena , VP of Marketing Health and Wellness at ADM

"Oh, you’re over 50? No way!"

As much as it’s nice to hear compliments, let’s be real, aging isn’t always a breeze. It’s a stage we all have to face, and as more of us enter this chapter, the focus on "healthy aging" is becoming more significant. I’m right there in the mix, figuring it all out, and realizing that we’re only scratching the surface of what’s possible. My priority is to stay healthy and active, not just for myself but also to ease any concerns my kids might have about my well-being. The essence of health is rooted in movement—something my esteemed colleague Dr. Clotaire Rapaille, the mastermind behind Culture Codes, often emphasizes. This powerful methodology in marketing reveals how deeply ingrained movement is in our collective understanding of health.

The Size of the Opportunity: The "Silver Tsunami"

For those who are thinking of entrepreneurship and catering to the health and wellness of this audience, maybe this is the great moment to think about lifestyle and buying power.

A "Silver Tsunami" is on the horizon, poised to dramatically reshape the demographic landscape and consumer behaviors, particularly in regions like East Asia, Europe, and North America.

Global Number of 55+: As of 2024, there are 1.7 billion adults aged 55+. By 2030, one in six people worldwide will be 60 or older.

Global Spending Power: In 2024, adults aged 50+ are driving 42% of global spending.

Innovating for Active Agers: Innovation with Intention

It makes it easier when we are part of the target audience, right?

Why do I choose certain products? For any new launch to succeed, it must address an unmet need—not just exist for novelty’s sake. I’m not looking for just any new flavor or color; I want products that genuinely benefit my life.

The challenge for product launches today is to be science-backed, with measurable key performance indicators, and supported by educational campaigns that build trust with a skeptical audience, proving these products are effective and not just fleeting trends.

As a woman over 50, here’s what I’ve learned about myself:

• I eat more than just the basics to survive; I should reduce my food intake. But I want it to be meaningful, healthy, and at times indulgent.
• I focus on building muscle, shedding a bit of fat, and maintaining my overall health.
• I’m at a stage where I can make choices that align with my values and financial independence.
• I’m all for anything that helps me age gracefully, and I’m open to trying products that help me look and feel my best at my current age.
• Every meal I eat should contribute positively to both my body and soul.
• I’m on top of my game when it comes to performance metrics like VO2 Max, and I stay informed about anything that might help reduce my biological age—because feeling empowered to live my best life now is the goal.
• I’m particularly knowledgeable about biotics and their role in gut health. When I see labels mentioning prebiotics, probiotics, or postbiotics, I’m interested because I know these are linked to overall wellness. Brands that emphasize the connection between gut health and benefits like mental clarity, weight management, and inflammation reduction are especially appealing.

Keeping Track of Your VO2 Max

For those who love tracking performance, improving VO2 levels is a motivating indicator of how well your body handles physical demands. As your VO2 improves, so does your endurance, energy, and overall sense of vitality, which are critical components of healthy aging and living your best life.

I track mine with my Ultrahuman ring at real time, and it provides comparisons over a certain period of time on maximized or decreased performance.

VO2, or maximal oxygen uptake, is a key measure of cardiovascular fitness. It indicates the maximum amount of oxygen your body can utilize during intense exercise. Essentially, VO2 reflects how efficiently your heart, lungs, and muscles work together to fuel your body with oxygen. Measured in milliliters of oxygen per kilogram of body weight per minute (ml/kg/min), VO2 testing usually involves a treadmill or cycling test, gradually increasing in difficulty while monitoring your oxygen consumption and heart rate.

Key Areas to Enhance with Innovations to Support Healthy Aging

Holistic Nutrition for a Balanced Life

A holistic approach to nutrition, one that targets my specific needs, reassures me that I’m not only looking my best but also taking care of my body from the inside out.

After 50, people lose about 1% of muscle mass annually, and research suggests that older adults require a higher protein intake. Many over-55s are aware of the importance of gut health and look for products rich in fiber, though not many brands cater to this need. Additionally, older adults often struggle with hydration, partly due to a diminished sense of thirst. Flavored and functional waters can make staying hydrated more appealing.

And let’s not forget about cellular health! More and more consumers, including myself, are aware of the importance of mitochondrial health in keeping our cells young and efficient. The term "anti-oxidative stress" is gaining traction, and people are looking for this in their diets—not just in supplements. Food manufacturers need to step up their game and redefine their value to the informed consumer, and adding functional ingredients can play a key role here; by combining convenience and functional ingredients such as microbiome solutions and bioactives we can help deliver the wellness message that consumers are eager to get in their day-to-day preferred diets. 

Supporting Cognitive Health

Vitamins

Maintaining peak mental performance is crucial, especially as we age. While some cognitive abilities can improve over time, many decline, particularly if our diet is lacking key nutrients. Convenience foods enriched with vitamins like B6, B12, C, and  B3 along with zinc and magnesium, can support healthy brain function. But there’s more to the story—let’s not forget about feeding the good bugs in our gut.

Gut health

Recent research highlights the powerful connection between the gut and brain, known as the gut-brain axis. As evidence in this field grows, mainstream media is helping to educate consumers about how neurotransmitters produced in the gut play a significant role in mental health. Maintaining a healthy and balanced gut environment is essential, as it directly impacts cognitive performance. To truly thrive, we must nourish both our brain and our gut—ensuring a holistic approach to mental well-being.

Exercise

Exercise and cognitive health are closely linked, with physical activity playing a crucial role in maintaining mental sharpness as we age. Regular exercise not only boosts blood flow to the brain, delivering vital oxygen and nutrients, but it also promotes the growth of new brain cells and enhances connections between them.

Activities like aerobic workouts, strength training, and even mindful exercises like yoga can reduce the risk of cognitive decline, improve memory, and enhance focus. The gut-brain axis also plays a role here—exercise positively influences gut health, which in turn supports neurotransmitter production and overall mental clarity.

In short, staying active keeps both your body and mind resilient, paving the way for a sharper, more vibrant life.

Sleep

Sleep is another crucial factor. Issues with sleep can exacerbate cognitive decline in older adults, and this is also an area where wearable devices come into play. These gadgets have become essential for tracking sleep patterns, adding another layer of education and self-awareness. Brands that promote healthy pre-sleep rituals and offer insights through wearables not only empower consumers but also gain valuable insights into what their audience needs.

Conclusion

Healthy aging is really going beyond- it is now being extended to: positive aging, successful aging, and wellness-focused aging. It is  more than a buzzword; it is an essential part of living well as we go through life stages. As someone who’s in the thick of it, I see the importance of innovation with intention. Brands that truly understand and cater to our specific needs will find a loyal, growing market eager for products that support a vibrant, active lifestyle. Here’s to embracing aging with grace, wisdom, and an unwavering commitment to health. And if all of that is in the Women’s Health space, count on me as a consumer, as well!

References

AARP’s Global Longevity Economy Outlook Report

ISAAP Science Blog (2017).  Bugs on the Brain - The Microbiota-Gut-Brain Axis

United Nations Population Division, 2021 Data