March 19, 2025 – In Asia Pacific, consumers prioritize healthy aging to enhance overall well-being, longevity, and quality of life. Innova’s 360 research into health and wellness trends highlights consumer attitudes and perceptions about health and the importance of various actions toward a healthy lifestyle. It also reveals innovation opportunities that may develop in the future.
This article is based on Innova’s Now & Next with Healthy Aging in Asia Pacific report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumer Health and Wellness Preferences
Consumers in APAC countries are proactive about their health. In China, ages between 25 and 44 are prime years for focusing on health, with consumers trying to prevent health conditions by sticking to targeted nutrition plans. In India and Indonesia, health concerns rise with age.
Health and wellness trends reveal that weight management is the top physical health concern across APAC, followed by heart health and healthy aging. Concerns vary with age. Younger consumers focus on brain health, skin health, and hormone balance, while those 25-44 express the highest concern across multiple conditions. Consumers 55+ prioritize healthy aging.
Demand for age-specific nutrition products increases with age, with consumers aged 25-54 leading purchases across most categories. Consumer trends show that sleep and insomnia and stress and anxiety are key concerns for all age groups, though mental health worries go down with age in China. In India and Indonesia, older consumers are concerned about clarity and mental sharpness.
China leads interest in gut health, with consumers looking for probiotics, prebiotics, digestive enzymes, and fiber. Interest in vitamins for mental health is high in India and Indonesia.
Health and Wellness Product Launch Trends
The demand for healthy aging products in APAC is rising, with food and beverage launches growing by 15% CAGR and supplements by 7% CAGR over the past five years. Consumer trends show that healthy aging claims are gaining attention, with immune health leading in claims in supplements.
Supplements lead the market, accounting for nearly half of immune health launches. Vitamins, minerals, and botanical and herbal are leading supplement subcategories with immune health claims. Drivers of supplement growth for immune benefits are products for women and for hair, skin and nails. Immune benefits are often combined with other health claims for added value.
Health and wellness trends show that tea is the top hot drink for immune health. In dairy, drinking yogurt and fermented beverages offers probiotics and prebiotics, highlighting the link between gut health and immunity. Growth extends across categories, with dairy alternatives (57%), baking ingredients (48%), and snack nuts and seeds (46%) displaying strong growth in APAC over the past five years.
Green tea is the leading functional ingredient in food and beverage launches with an immune health claim. It is widely promoted for its association with immune health. The prebiotic inulin is leading ingredient in both food and beverages and supplements, reinforcing the connection between gut health and immunity.
Digestive and Gut Health and Wellness Trends
Gut health is a key focus in APAC. Hot tea, drinking yogurt and dairy alternative drinks leading food and beverage launches for gut health. Dairy alternatives have experienced 52% CAGR growth over the past five years, evolving to offer similar benefits to traditional dairy.
Supplements account for 2 in 5 APAC launches with a gut health claim. This is a lower proportion than in global supplement launches. Probiotics, botanical and herbal supplements are top supplement subcategories with a gut health claim. Weight loss products with gut health claims are driving growth.
In both food and beverage and supplement launches, ingredients for gut health include prebiotic fibers such as inulin and oligofructose, along with turmeric or curcumin, which support the gut microbiome. Green tea remains a popular carrier for additional gut health ingredients, reinforcing its role in overall well-being.
Heart Health and Wellness Trends
2 in 5 of heart health launches are supplements. Health and wellness trends show that botanical and herbal supplements and essential fatty acids are top supplement subcategories with a heart health claim. In food and beverage, heart health claims are spread among multiple categories. Bakery is driving growth, namely in baking ingredients and mixes and sweet biscuits/cookies.
Omega-3 fatty acids remain key to heart health, making up three of the top four ingredients in supplements. While omega-3 launches are stable, heart health ingredients in food and beverages align with broader healthy aging trends. Asafoetida stands out for its rapid growth, especially in India. It is used as seasoning in products with other ingredients for heart health and has potential benefits for blood pressure regulation.
Bone Health and Wellness Trends
Health and wellness trends show that dairy remains the leading food and beverage category for bone health, while supplements account for two-fifths of launches in this space. Vitamins and minerals and glucosamine are leading forms, with glucosamine’s link with bone health driving its continued use.
Bone health supplements are expanding, especially in concentrates and supplements for men and women. Key ingredients like glucosamine, hyaluronic acid, and chondroitin support bone and joint health, with hyaluronic acid also benefiting skin. Collagen, particularly collagen peptides, is gaining attention, offering brands opportunities for innovation in functional nutrition.
Weight Management in Health and Wellness Trends
Food and beverage products have a long history of use for weight management. Snacks, led by nuts and seeds, are promoted in Asia to aid in weight management. Hot drinks, led by tea, is an important category for launches. Growth leaders are baking mixes and meal components, which often offer additional health benefits.
Apple cider vinegar and chromium picolinate are fast-growing functional ingredients in weight loss supplements. The leading ingredients in food and beverage launches for weight management are common to products with a number of healthy aging benefits. Green tea is often promoted for metabolic support that aids in weight management.
Energy Trends in Health and Wellness
The launches with energy claims are split between supplements and food and beverages. The top supplements for energy include vitamins and minerals. Consumer trends show that nearly all food and beverage subcategories with an energy claim are growing, especially meal replacements, savory biscuits, and tea.
Caffeine and green tea, known for their stimulant properties, are key ingredients in energy-boosting food and beverages. Ashwagandha stands out for its dual role in energizing and calming, appearing in both supplements and functional drinks. Many energy supplements feature essential vitamins and minerals, reinforcing their role in overall body function.
What’s Next in Health and Wellness Trends in Asia Pacific?
Healthy aging food and beverage launches have a stronger presence in APAC than supplements, than globally. Consumers in APAC seek products that are targeted to their age and lifestyle. Supplements can be positioned as efficient, targeted tools for delivering benefits that consumers seek. Supplements in a hot tea format could be readily accepted.
Dairy alternatives are gaining attention in healthy aging products, leveraging the region’s long-standing consumption of plant-based foods. The formulation of dairy alternatives that match animal-based dairy for nutrition and bioactive components can help deliver desirable health benefits in a familiar format.
Health and wellness trends show that collagen is emerging as a healthy aging ingredient. Brands can focus on capturing the attention of consumers who are looking for multiple benefits related to bones, joints, and skin. As demand for holistic aging solutions grows, brands have an opportunity to innovate multifunctional products that seamlessly fit into consumers daily routines.
This article is based on Innova’s Now & Next with Healthy Aging in Asia Pacific report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
