The definition of “active” is changing. For today’s global consumer, active wellness is no longer limited to just sports performance, fitness routines, and step counts.
It’s becoming more about how people fuel their bodies, protect long-term metabolic health, and maintain mental clarity in an increasingly demanding world. From busy professionals and aging populations to performance-minded younger consumers, there is a growing awareness that movement and cognition are interconnected, like two sides of the same system.
As consumer behavior continues to evolve in this direction, products that target various life stages, lifestyles, and geographic regions to genuinely support long-term vitality and quality of life, will prevail. According to McKinsey, in today’s wellness landscape, consumers are increasingly taking charge of their health and expect companies to offer solutions that are both effective and backed by scientific evidence.1 To that end, it’s all about building brands positioned to lead the next era of active wellness globally.
Portfolio intentionality and interconnected pillars
When launching new products, the focus extends beyond individual ingredients to thoughtful portfolio design, creating holistic solutions that connect body and mind. These three areas are important to consider:
1. Physical vitality as a foundation
Physical vitality provides the energy, resilience, and recovery capacity that allows all other aspects of wellbeing to function smoothly. When the body’s core systems are supported, the focus shifts from simply managing stress or symptoms to actively participating in life with strength and adaptability. Krill oil fits into this wellness picture by supporting several of these foundational systems at once.
Delivering a unique phospholipid complex of omega-3s (EPA & DHA), choline, and astaxanthin for superior absorption and cellular integration, Superba Krill Oil is designed to support long-term general health.
Superba Krill promotes healthy metabolism, weight management, and muscle preservation, key foundations for staying active at every stage of life. It is also backed by more than 50 human clinical studies showcasing its benefits for other areas such as heart, skin, liver, and eye health, making it a cornerstone for an active, resilient body.
2. Cognitive performance as part of active living
Mental stamina, focus, and resilience are important when it comes to cognitive performance. Whether navigating demanding work or school environments, high cognitive load lifestyles, or age-related cognitive decline, consumers are increasingly looking for ways to support their brains as much as their bodies.
Targeted brain nutrition represents a significant growth opportunity for brands across the world. Lysoveta, Aker BioMarine’s brain-targeted nutrition ingredient, is the first commercially available LPC-bound EPA/DHA that efficiently delivers DHA across the blood-brain barrier.
By supplying omega-3s and choline directly to neurons, it supports cognitive health, memory, focus, and mental resilience, essential for today’s demanding, always-on lifestyles. Backed by nearly a decade of research, US NDI status, and 50 patents, Lysoveta offers science-driven support for long-term brain performance.
3. Algae-based solutions for lifelong health
Revervia, Aker BioMarine’s newest portfolio ingredient, delivers one of the highest natural concentrations of algae-based DHA (40% to 57%) through a low-impact, eco-friendly fermentation process. DHA is a foundational nutrient for lifelong health, supporting brain, eye, maternal, and overall wellbeing across all life stages.
As a vegan, and sustainable omega-3 solution, Revervia meets the needs of consumers seeking a non-fish, environmentally responsible alternative, without compromising purity, efficacy, or taste. Its clean profile and versatile formats make it an ideal choice for modern, sustainability-driven wellness lifestyles.
The future of active wellness portfolios
Looking ahead, the most successful nutraceutical brands will be those that:
- Recognize active wellness with mind and body interconnected, not separate categories
- Build portfolios around sustainable, science-backed, multi-benefit nutrition platforms
- Design for global relevance and life-stage flexibility
- Prioritize responsibly sourced ingredients while maintaining uncompromised product quality and efficacy to meet rising global consumer expectations
“There is no question that being active goes well beyond physical movement, it encompasses how the body is nourished to perform, how the brain maintains focus under stress, and how both are sustained throughout life,” said Matts Johansen, chief executive officer at Aker BioMarine. “Taking care of the body and mind is the cornerstone of building a stronger, more resilient future.”
Fueling the body and mind is no longer a trend, it is the foundation of modern health. Those shaping the next generation of wellness are not just responding to consumer demands, they are redefining what it means to live well.
At the heart of this movement is nutrition that powers people to move better, think sharper, and stay resilient at every stage of life. The brands that align their future portfolios with this reality will be essential in helping to influence the future of active wellness worldwide.
Learn more about how to support this vision and elevate wellness with purpose.
References
- McKinsey & Company. The trends defining the $1.8 trillion global wellness market in 2024.
