German healthcare company, Bayer, is launching an ecosystem to support consumers as they age, comprising a supplement, app and biological age test.

Earlier this summer, Bayer launched a vitamin supplement called Age Factor Cell Defense, which includes key ingredients to help support cellular health and resilience, including an antioxidant from olive fruit extract, Omega-3 fatty acids, Vitamins C and D, niacin and astaxanthin. (The supplement is awaiting FDA sign-off).

Now this vitamin line is being supported by two tools which aim to educate people about ageing and potentially slow down their rate of their ageing process. A chronological age test, Epigenetic Biological Age, delivered via a saliva test, allows people to find out how old they are on a molecular level and is available from the website for £199. Results are available in eight to 12 weeks.

The Age Factor wellness companion mobile app gives a lifestyle score based on daily habits and provides tips to improve the score by building healthier habits around food, exercise, sleep and other lifestyle factors. It also allows individuals to track their progress.

Julio Triana, president of Bayer’s consumer health division says. “Our ageing journeys are unique to us all and new digital tools are enabling offerings to be more tailor made. With this multi-faceted approach, we're educating and enabling consumers to make informed decisions about their self-care in new and exciting ways.”

Research shows that genetics only contribute 20 per cent to the cellular ageing process, with lifestyle playing a huge role, so how people exercise, eat, sleep and manage their stress all play a large role in how quickly their cells and bodies age.

An analysis conducted for Bayer found more than 80 percent of consumers globally want greater healthcare personalisation and that precision consumer health products, such as this ecosystem, will make up 10 to 20 per cent of the total consumer health market in 2030, worth an estimated US$20-40 billion.

Healthy ageing was one of the seven areas of growth in the wellness space identified by McKinsey’s 2024 Future of Wellness survey. According to the report 70 per cent of consumers in the US and the UK and 85 per cent in China said they had purchased more products in this category in the past year than prior years.

This is a growing market, with one in six people globally set to be aged over 60 by 2030, however even younger generations are showing an interest in products which stave off ageing and enhance longevity. McKinsey says the most successful products will be those which anticipate the needs of ageing consumers, instead of emphasising the ageing process to sell the products. Recent research by Home Instead has found that today’s retirees are living much more active and dynamic lifestyles than ever before and society must adapt to this.

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