The perception of dietary supplements has changed: the traditional use of classic products such as vitamins, omega-3 fatty acids, or magnesium is yesterday’s approach. Today, the focus is on: “Age more slowly, live better.” Well-being and longevity are key consumer trends.

Demand for longevity products in the dietary supplements category is increasing, as is the number of products making these benefit claims — giving shoppers an ever-growing range of options to choose from.

• Who purchases and uses longevity supplements?
• Which supplements and longevity dietary supplements are being purchased, and why?
• Into which customer typologies can users of longevity dietary supplements be categorized? How significant are the differences based on sociodemographic characteristics?
• Why are longevity supplements purchased? What are the subjective purchase triggers and incentives for buying longevity supplements?
• Where are these dietary supplements purchased (online and/or offline, and through which retail channels)?
• What exactly is being purchased? For which applications/indications such as immune support, cell regeneration and rejuvenation, beauty and anti-aging, women’s health/menopause, men’s health, beauty/wellness? Which ingredients are being purchased? Vitamins, minerals, proteins and collagen, amino acids, plant-based ingredients, or other nutrients? Which dosage forms and packaging types are preferred? Capsules, tablets, powders, drops, gummies, or sprays?
• How important is the supplement manufacturer’s website in the purchase decision process?
• Are longevity supplements purchased spontaneously or planned? What is determined in advance during a planned purchase? What triggers impulse purchases of dietary supplements?

The new mafowerk Trend Evaluation Shopper Insights Dietary Supplements 2.0 • Longevity and Self-Care 2026 examines the influence and impact of the three key factors: Shopper – Product – POS.

These shopper insights provide an important foundation for manufacturers and retailers for the continued successful marketing of longevity supplements.

Nuremberg/Fürth, May 2026

1) Quelle: Lebensmittelzeitung online, 17.02.2026
Image: © shutterstock / nastya_ph