Beyond lifespan: new science and strategy redefining the longevity trend

The natural products industry is increasingly focused on 'longevity' as an emerging trend, and how it both overlaps with and differs from traditional healthy aging. This presentation will explore the drivers shaping this shift and define the evolving longevity landscape. It will highlight three strategic approaches to addressing longevity - mechanistic, protective, and experiential - spanning clinical research, ingredient and product development, consumer education, formulation, and marketing. Recent and proposed clinical studies across multiple health categories will also be reviewed to illustrate how these approaches translate into real-world innovation.