“Vitality is more about the short burst, the performance of our immediate daily lives. It’s the 10 K race, right? But longevity, that's the marathon. Longevity is really about the long run and making sure you're together and have the quality of life that you want. The longevity is a culmination of the vitality.” — Cory, 36 

Beyond physical aspects of health like improving fitness or avoiding illness, consumers are increasingly prioritizing quality of life, which is driving the cultural focus on vitality: the vibrancy to enjoy life. 

Our newly published report, Health & Wellness 2025: The Interplay of Vitality and Longevity, examines how consumers think about and support vitality today in service of longevity as they age. By unpacking generational differences and nuances across consumer segments with our proprietary World of Health & Wellness Model, this report updates decades of tracked data to surface critical insights for CPG industry players.  

A key theme that emerged in our research is that consumers have shifted their focus away from lifespan and toward vitality span: 68% agree it is more important to live a good life in their later years than living as long as possible. This supports the emphasis placed on remaining physically active, which is consumers’ number one priority for longevity (60% of consumers), compared to only 45% of consumers who say “living as long as I can” is a priority.  

While consumers agree that aging is an inevitable part of life, they believe they can influence their vitality and longevity: 74% agree they can control how well they age based on personal nutrition and physical activity. Ultimately, consumers believe that personalization is key and they are actively seeking solutions that consider individual genetics, needs, preferences and interests.  

This new era of wellness opens the door for product and service innovations that support consumers in their quest to directly improve quality of life today and foster a positive aging experience. Get the full depth of insights and see our recommendations for activating on these unique opportunities in Health & Wellness 2025: The Interplay of Vitality and Longevity,