Longevity has officially moved from a niche wellness buzzword to a mainstream consumer priority, and the food and beverage industry is feeling the momentum.
As consumers of all ages increasingly focus on not just living longer, but better, they’re turning to everyday nutrition as a powerful tool for supporting long‑term health.
This shift is reshaping purchasing behaviour, fuelling innovation, and redefining what “healthy eating” really means.
Here are the top five longevity trends driving sales in food and beverage.
1. Gut Health
If there’s one thing consumers can agree on these days, it’s that feeling good starts from the inside out - literally.
Gut health has become a superstar in the food and beverage world, and it’s showing no signs of stepping out of the spotlight, boasting a global value of $71.2bn (€60.9bn), and a projected $105.7bn value by 2029 (industry analysts Markets and Markets).
Consumers are increasingly understanding the link between a healthy digestive system and everything from immunity and energy to mood, cognition, and long-term wellbeing - all of which support longevity.
It’s no wonder gut-friendly products are flying off shelves.
Data from Innova Market Insights shows that 59% of global consumers view gut health as “very important” to how the entire body functions. These shoppers are actively seeking out products containing probiotics, prebiotics, and fibre-rich foods that support a balanced microbiome.
What’s more, gut-friendly products are easy to build into everyday habits. Whether it’s a morning yoghurt, a lunchtime kombucha, or a fibre-packed snack bar, they work with existing routines, making gut health one of the most accessible, and profitable, longevity trends on the market.
2. Protein
Another megatrend in the wellness world is undoubtedly protein. Consumers just can’t get enough.
As people think more proactively about healthy ageing, strength maintenance, and energy levels, protein has become the go‑to nutrient for staying strong, feeling full, and supporting overall vitality.
According to Innova Market Insights, nearly 60% of consumers are actively trying to increase their protein intake. And they’re not just dabbling, they’re seeking out protein across multiple formats - from protein shakes and yoghurts to high‑protein snacks that fit into busy lifestyles.
Milk and dairy‑based beverages, in particular, top the list of products carrying protein claims, riding the wave of consumer trust in these familiar, nutrient‑dense options.
Analysts at Grand View Research point to protein as a core component of long‑term health strategies, helping consumers support muscle mass, manage weight, and stave off age‑related physical decline.
So, whether it’s added to snacks, blended into beverages, or built into meal solutions, protein instantly elevates a product’s health halo. And because shoppers associate it with strength, longevity, and everyday functionality, they’re willing to pay a premium for foods that help them feel good now and support their future selves.
3. Functional beverages
If the wellness world has a favourite shortcut, it’s functional beverages.
They’re easy to work into daily life, and offer a broad range of potential benefits, including sharper focus and reduced stress.
And industry has clearly noticed the appeal, with Innova Market Insights finding that drinks designed for hydration, convenience, and added functional benefits are now leading innovation across global markets. In fact, new launches with hydration claims alone have grown at a striking +18% CAGR over the past year.
But while all age groups are getting in on the action, it’s Millennials and Gen Z who are really powering the movement, with drinks that support immunity, sustained energy, digestion, and mental wellbeing proving most popular.
In short, high repeat‑purchase rates, plus a thriving innovation pipeline, make functional drinks one of the most powerful longevity sales drivers in today’s market.
4. Natural plant‑based
Consumers are increasingly stepping back from the noise of ultra‑processed innovation and leaning into foods that feel familiar, wholesome, and minimally interfered with.
Innova Market Insights data shows people are moving beyond meat substitutes, towards more natural plant‑forward ingredients, and minimally processed staples. Think wholegrains, pulses, nuts, seeds, and vegetables - in other words, ingredients consumers recognise.
They’re not abandoning plant-based eating, they’re simply embracing versions that feel more grounded, natural, and aligned with long-term health.
There’s also an emotional comfort to this movement. Consumers are tired of over‑complication and crave transparency - short, recognisable ingredient lists. Natural plant-forward eating delivers on all fronts -simplicity, wellness, and flavour.
5. Cross‑generational priority
Longevity might once have been something only older adults thought about, but those days are gone.
Healthy ageing has officially become a cross‑generational ambition, with younger consumers bringing just as much enthusiasm, and purchasing power, to the space as their parents and grandparents.
Data from Innova Market Insights shows that 73% of global consumers now view healthy ageing as “extremely or very important”, reflecting a shift towards proactive, lifestyle‑based wellbeing that spans every demographic.
Millennials and Gen Z, in particular, are leaning into habits that support long‑term vitality, from building strength and boosting immunity to supporting mental clarity and maintaining skin health. Their mindset is simple - futureproofing starts now.
As a result, products once considered niche or age‑specific are now firmly in the mainstream. Functional foods designed to support immunity, mobility, cognitive performance, and even beauty‑from‑within are seeing rising demand, driven by consumers who want to feel good today while safeguarding their wellbeing for tomorrow.
Longevity opportunities for food and drink
As longevity becomes a major driver of consumer behaviour, the food and beverage industry faces big, and exciting, opportunities.
The surge in gut health, protein, functional drinks, natural plant‑forward eating, and cross‑generational wellness shows a clear demand for products that deliver real, science‑backed benefits without complicating daily life.
The winning formula? Pairing authenticity with efficacy. Companies that can combine natural simplicity with meaningful health benefits are poised to lead the next wave of growth.
