According to data from Lumina Intelligence, 41% of U.S. consumers surveyed were aware of the term “healthspan”, compared to 37% in the UK, but awareness was higher for men in the United States at 50% (but dropped to 36% for Britons). Breaking the data down further shows than men in their 40s significantly over-index on awareness.
David Weinkove, chair of the British Society for Research on Ageing, told NutraIngredients that, for men, “if you’re doing okay [in your prime years] that will take you to your 40s and 50s and then there’s a realization that you may be doing alright now but in 10 to 15 years, then what?”
A deeper look shows that awareness is not simply dependent on age—it is particularly strong in men with families. Nearly half (46%) of men with a partner and children reported being familiar with the term “healthspan”. Awareness also skewed towards higher-income groups, with men earning over $100,000 over-indexing on familiarity with the term.
Men in their 40s and 50s still feel healthy and fit but start to feel the effects of decline, Dr. Weinkove said, and this is playing out on social media as a male-based focus on strength and performance led by the likes of tech-entrepreneur-turned-longevity- biohacker Bryan Johnson (Blueprint) and global sports icon David Beckham (IM8).
“The use of influencers and celebrities to promote these brands highlights the growing reach and impact of social influence and how public figures can shape perceptions of healthy aging and longevity,” said Gertrude Gentile-Rapinett, PhD, global technical business development or health, nutrition and care at dsm-firmenich.
The ingredient supplier has positioned itself in the longevity space with its healthy longevity platform, a coordinated portfolio of ingredients, science and partnerships focused on extending healthspan.
“At the same time, consumers are becoming more discerning than ever, critically evaluating not just the personalities behind the brands, but also the science, evidence and credibility of the products themselves,” Dr. Gentile-Rapinett added.
“This means that while social influence can spark interest, lasting engagement and trust increasingly depend on transparent communication, clinically validated claims and a clear demonstration of how these interventions support real health outcomes.”
The Hallmarks of Aging
Perhaps influenced by social media chatter, American men are more likely to report familiarity with the 12 Hallmarks of Aging, particularly chronic inflammation, dysbiosis, cellular senescence and stem cell exhaustion.
Healthy longevity is gaining significant traction, said dsm-firmenich’s Dr. Gentile-Rapinett. While many high-profile endorsements have been male-led and performance driven, the broader conversation around healthspan—specifically the shift in focus from life expectancy to health expectancy—is developing rapidly. dsm-firmenich expects it to look very different by the end of 2026.
“Overall, the evolution we are seeing is toward more specificity: The hallmarks of aging are increasingly being framed within concrete health challenges, such as fertility issues in relation to cellular senescence,” she said. “This allows for a more nuanced understanding of healthy longevity, tailored to the needs of different populations and life stages.”
Although men in their 40s appear to be a market sweet spot, Dr. Weinkove noted that there are relatively limited studies in this demographic. Instead, research tends to concentrate on healthy individuals in their 60s, he said, as it is easier to run trials in older populations where the effects of aging can be observed more quickly.
A more nuanced conversation
Aging, of course, is not a male-only concern, Dr. Weinkove said. Women typically begin thinking about aging much earlier, and by their late 40s and 50s, the conversation often shifts to topics like peri-menopause. While this it is not considered in the same way as “longevity” but it is a consequence of aging.
Dr. Gentile-Rapinett said that performance-driven biohacking and measurable interventions tend to appeal more to men, who are often willing to invest in premium strategies to optimize specific goals in pursuit of “living longer”.
“However, there is a broader shift unfolding toward holistic wellness, increasingly shaped by women’s health priorities such as fertility, healthy aging and overall quality of life,” she said, referencing dsm-firmenich’s 2025 Global Health Concerns Survey.
“Women are more likely to ask, ‘What’s best for me at this stage of life?’ or ‘How can I live better?’, reflecting a different approach to their health journeys. This aligns with internal consumer proprietary data, which shows that a higher percentage of women (67%) are more concerned about healthy aging and longevity compared to males (62%).”
Dr. Gentile-Rapinett also pointed to an overlap between genders, noting that reproductive health is increasingly being reframed as an early longevity signal. Research shows that mitochondrial dysfunction and cellular senescence influence fertility and virility in both women and men.
“It’s encouraging to see consumers in their late 40s and early 50s actively engaging with healthy aging and longevity strategies,” she said.
“Our proprietary data supports this trend: Globally, 68% of men and women aged 46 to 60 are concerned about healthy aging and longevity, compared to 66% of those aged 31 to 45 and 58% of 18–30-year-olds. Importantly, both genders take similar action in response to these concerns (67%).
“That said, the biological aging processes begins much earlier, in our 30s, highlighting an opportunity to engage younger populations with preventative health strategies. From our perspective, the earlier the intervention for healthy longevity begins, the greater the potential for long-term impact.”
