Health & Wellness 2025: The Interplay of Vitality and Longevity
In an era where food tech advancements and “magic bullet” medications continue to influence consumers’ engagement with and perceptions of wellness, a central theme persists: consumers aspire for better quality of life for a longer period of time. With in-depth insights and practical guidance, Health and Wellness 2025 helps CPG industry players meet the complex health needs of today’s consumers, from the highly engaged wellness enthusiasts to those newly exploring concepts of living and aging well.
The report explores how consumers engage with the higher-level needs of vitality and longevity, how those needs interplay with short-term health goals and how all of this can inform ingredients, formats (functional foods, supplements, etc.), communications and packaging.
Published April 2025 | Report length: 79 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
Primary quantitative research: Online national survey fielded January 28, 2025-February 4, 2025, n=2,184 U.S. adults aged 18-78. (MOE) ±2.0 pts at 95% confidence level.
Primary qualitative research: Digital ethnographies: n=14 participants. Week-long immersive engagement (journaling, prompts, photos and videos) via asynchronous virtual platform. Follow-up in-depth interviews: n=8 selected from digital ethnography participants for 60-minute follow-up 1-on-1 interviews.
Proprietary segmentation: Hartman Group’s World of Health and Wellness model segments consumers based on their level of engagement with health and wellness.
- Methodology
- Executive summary
- Culture of wellness and the prominence of vitality
- Longevity and the pursuit of vitality over time
- Change with age and managing conditions
- Strategies for supporting vitality and longevity
- Key takeaways and recommendations
- Appendix
- What do vitality and longevity mean in our culture today? How do they compare and contrast with other high-level consumer wellness goals?
- How can companies support the twin needs of vitality and longevity in a believable manner?
- How do these big-picture concepts link to everyday consumer needs such as energy, relaxation, disease prevention, etc.?
- Which ingredients currently connect to vitality and longevity, and which emerging ingredients are likely to be important in the future?
- What are the optimal cues (attributes, claims, language, packaging, etc.) to communicate vitality and longevity? What language and semiotics will best resonate?
- How are these concepts likely to evolve/expand in consumers’ minds as new technologies and unique solutions come to market?
