Cardiovascular and Bone Health Positioned Food and Beverages (Healthy Aging Market) - Forecasts from 2024 to 2029

The cardiovascular and bone health positioned food and beverages: the healthy aging market is expected to grow at a compound annual growth rate of 11.07% over the forecast period to reach a market size of US$94.945 billion in 2029, from US$40.792 billion in 2022.

Cardiovascular and bone health-positioned food and beverages for healthy aging are products designed to support cardiovascular health, bone health, and overall well-being in the context of aging. These products include heart-friendly nutrients like omega-3 fatty acids, antioxidants, fiber, and plant sterols, which help maintain healthy cholesterol levels and reduce the risk of cardiovascular diseases. They also contain nutrients like calcium, vitamin D, vitamin K, and magnesium, which play a crucial role in bone mineralization and density.

Healthy aging encompasses a holistic approach to maintaining well-being, promoting overall nutritional balance, supporting the immune system, and managing age-related health challenges. Over the years, changing living patterns have driven us towards the need to adopt a healthy lifestyle. People are becoming more conscious about their health and well-being, which has opened up a great opportunity to develop the healthy aging market.

The global population is aging at a fast rate. This has increased the need to adopt food and wellness products and supplements that carry the extra benefits of promoting healthy aging. Apart from that, the rising concerns relating to cardiovascular diseases, vitamin deficiencies leading to bone pains, and health issues are also major driving factors for the healthy aging market. One of the major restraints for the market is to expand its reach in less developed regions that lack even the necessities of life.

Market Drivers

• The rise of cardiovascular diseases will bolster the market growth

Changing living patterns accompanied by an unhealthy diet, lack of physical activity, high consumption of tobacco, smoking, urbanization, and pollution are some of the elements playing with our health and wellness for years and have contributed to the rise of cardiovascular diseases over the years. According to WHO, around 17.9 million die from cardiovascular diseases every year, which has made CVDs a leading cause of death globally. CVDs or Cardio Vascular Diseases include a range of heart-related disorders like cerebrovascular disease, coronary heart disease, rheumatic heart disease, etc. that can give rise to chances of strokes and heart attacks with time.

WHO says that around four out of five CVD deaths are due to heart attacks and stroke, becoming major concerns. Besides that, studies have found that with aging, the threat of cardiovascular diseases increases due to low immunity and a weak body, as well as the threat of other diseases. According to the data provided by the UN, the share of the population aged 65 years or over increased from 6% in 1990 to 9% in 2019. There were 703 million persons aged 65 years or over in the world in 2019, which is expected to double to 1.5 billion in 2050. With these projections, the cases of cardiovascular diseases are projected to increase further, which calls for the need for healthy aging.

The growing literacy, the rising awareness campaigns, and government initiatives contribute significantly to making people adopt a healthy lifestyle by eating a healthy diet. This, therefore, has opened up a significant opportunity for cardiovascular-related wellness products and supplements like herbal products, phytosterol-based commodities, coenzyme Q10 or CoQ10 supplements, low-fat dairy products, whole grains and nuts, fish oil, and omega 3 fatty acid supplements to become a part of people's diet and induce healthy living in them.

• Increasing bone-related diseases are anticipated to surge the market growth.

Apart from cardiovascular diseases, one of the major opportunities for developing the healthy aging food and beverages market is to acquire the areas of high bone-related diseases. Calcium deficiency, vitamin D deficiency, population aging, low body weight, smoking, excess alcohol consumption, physical inactivity, etc., are critical areas that suffer from problems like osteoporosis and osteopetrosis, etc.

Osteoporosis is the most common bone disease that weakens the bone structure and tissue, due to which bone loses strength, which increases the chances of fractures. According to a survey conducted by the Centers for Disease Control and Prevention in the USA, the age-adjusted prevalence of osteoporosis among adults aged 50 and over increased from 9.4% in 2007-2008 to 12.6% in 2017-2018. With the declining birth rate, the aged population is rising, which has created an opportunity for the bone-related healthy aging market.

Market Restraints

• Regulations and safety associated with the supplements could hinder the market

One of the major restraints for the market growth is the safety associated with supplements and other wellness products. This is because many of these supplements do not go through any prior testing for pregnant women and children, and this can hamper the market growth. Besides that, the regulation by the FDA on the supplements can pose another threat to the market. Once the product is marketed, the FDA tracks its side effects as per consumer reviews. If the product is found unsafe, the FDA can take strict legal actions against the manufacturer or issue a warning to remove the product from the market.

Key Developments:

• November 2023- BASF SE, a chemical company that produces, markets, and sells chemicals, plastics, crop protection products, and performance products. It serves various industries and conducts R&D in alliance with global customers, scientists, and partners. BASF Services Europe GmbH opened a new service hub in Berlin, using 15,000 square meters over eight floors. The company provides business management services for BASF Group companies in Europe, the Middle East, and Africa.
• August 2022- ADM and Benson Hill announced a strategic partnership to scale innovative soy ingredients for plant-based proteins. ADM will process and commercialize proprietary ingredients derived from Benson Hill Ultra-High Protein soybeans, offering less-processed proteins with water and carbon sustainability benefits. The partnership is going to create a pathway towards commercial-scale seed-to-fork production of higher-value alternative protein products, combining ADM's expertise in origination, applications, and formulation with Benson Hill's CropOS technology platform. The collaboration engages farmer partners in the seed-to-fork food revolution.

Segmentation:

By Product Type (Cardiovascular Health)

• Phytosterol-based commodities
• Whole grains and nuts
• Fish oil and omega-3 fatty acid supplements
• Coenzyme Q10 or CoQ10 supplements
• Low-fat dairy products
• Herbal formulas
• Others

By Product Type (Bone Health)

• Calcium supplements
• Vitamin D supplements
• Magnesium supplements
• Vitamin K2 supplements
• Others

By Distribution Channel

• Online
• Offline

By Geography

• North America
• USA
• Canada
• Mexico
• South America
• Brazil
• Argentina
• Others
• Europe
• U.K.
• Germany
• France
• Others
• Middle East and Africa
• UAE
• South Africa
• Israel
• Saudi Arabia
• Others
• Asia-Pacific
• China
• Japan
• India
• Australia
• Taiwan
• South Korea
• Others