Investing in Longevity: How Nutrition Is Shaping Our Future Well-Being

The New Era of Health Investment

LONDON — A recent report, ‘Longevity Through Nutrition,’ released by Iris Ventures, highlights the changing landscape of consumer health investments. More than ever, individuals are seeking sustainable ways to enhance their well-being, recognizing that health is indeed wealth.

Consumer Trends in Longevity

Gone are the days when only the ultra-wealthy with access to exclusive longevity clinics concerned themselves with extending their health spans. This report indicates a notable shift, with everyday people—including a diverse age range—now seeking practical solutions to lead longer, healthier lives.

Marta Indeka, a researcher at Iris Ventures, remarked on this trend, stating, ‘While longevity has become a prominent goal, it can feel abstract and linked to elite health services. However, a new generation of brands is emerging to make science-based nutrition accessible to all.’

Focus on Functional Foods

The report emphasizes that functional foods and beverages, which combine health benefits with everyday products, are on the rise. Indeka explains, ‘We see potential in backing brands that make health improvements through day-to-day choices feasible for consumers.’

Investment Landscape

The report aligns with Iris Ventures’ strategy to support growth in consumer health and wellness sectors, focusing on brands that contribute to healthier lifestyles across various markets. Examples include successful investments in Sweden’s Maurten and Olistic.

The Role of Supplements

As consumers become more health-conscious, supplements like ashwagandha and creatine are gaining traction for their numerous health benefits. The report suggests a projected growth of over 12.6% in the creatine market alone, highlighting its emerging role in cognitive support and longevity.

Colostrum, a nutrient-rich milk produced post-birth by mammals, is also noted for its potential health benefits, particularly for the immune system.

Conclusion: A Future Focused on Wellness

As consumers prioritize performance and proactive health, the demand for validated, effective solutions that integrate seamlessly into daily routines will continue to grow. This shift towards nutrition-focused health investments signifies a promising future for both consumers and the brands that serve them.