Speaking at at the recent Nutra Healthspan Summit held in London, Kreider noted that operating across approximately 40 international markets gives health and wellness retail chain GNC a global overview of what consumers are looking for.
“Consumer expectations are really high when it comes to healthy aging products,” she said during a panel discussion on how industry is shaping the future of healthy aging.
She also emphasized the need to explain the concept of healthy aging to consumers, noting that “the journey can start at any time, from very young to very old.”
Consumer demand for trend-driven innovation
Kreider explained that when it comes to a product’s success in the market, there is a fine balance to strike between what consumers want, what they understand and where the science is.
“Trends begin with the consumer,” she told NutraIngredients. “Of course, we’re always watching the literature and what’s happening out there, and if we see something truly incredible, we’ll try to bring it forward, but there are things that seem really exciting scientifically that consumers might not understand or might not be ready for yet.”
Kreider explained that consumer education can be both a great tool and a potential hurdle in the fight against misinformation. And while influencer-led brands have continued to grow, she emphasized that “the challenge is making sure we’re also providing that expert opinion where it’s needed.”
Expert guidance vs misinformation
While social media has opened the door for more open conversations, offering realistic and scientific advice alongside influencer-driven narratives is key, Kreider noted.
“The idea of a ‘magic pill’ shows up across all health categories, but in the healthy aging space it’s especially problematic,” she said, expressing frustration with simplification, arguing that aging well requires a constellation of actions, not just “‘Just take this pill, that’s all you need.’”
When it comes to encouraging good lifestyle habits that can help improve lifespan, Kreider noted that there are so many apps and information online that can encourage consumers to be active; however, that also comes with its challenges.
“You hear stats that half or more of the health information people get on TikTok is wrong, and that’s really concerning,” she said. “I think we need a better PR strategy as experts to get the right information into people’s hands in a way they actually want to hear and can digest.”
Furthermore, there are consumer expectations and industry pressures to be competitive on pricing, however, GNC prioritizes using researched, branded ingredients and not generic substitutes, Kreider said.
“There’s always pressure to do the opposite because, of course, everyone wants to spend less, but if we don’t reward ingredient suppliers for the investments they’ve made, they won’t continue doing the research we need to move the industry forward,” she added.
Personalization and wearable tech drive healthspan innovation
Kreider noted that one thing driving the healthspan space is the growing consumer access to personalization, as it encourages engagement and offers real-time access to data, which creates opportunity in the industry.
“With all the digital tools available now, whether it’s a quiz or blood work, and with consumers being able to get advanced panels without even going to their doctor, it’s becoming much easier for people to build a personalized regimen than in the past,” she said.
“I’m really excited about the opportunities with wearables and other tech, as they give us new ways to interact with people and help them check in with themselves and to think about how they’re actually feeling once they’ve started using a product.”
Kreider explained that these tools allow for reflection, noting: “Those small check-ins can help people think about the bigger picture, like how their supplements and their overall health and wellness routines are impacting their day-to-day well-being”.
One core pillar of healthy aging that emerging technology strengthened is movement support, but Kreider stresses that this area must not be overlooked as innovation accelerates.
“We work on products across every category in the supplement space, but I think muscle health is a huge concern for the aging population,” she said. “I’d love to see more innovation that helps people stay stronger in their older years so they can remain active and continue experiencing life.”
Facing global regulatory hurdles as consumer demand for healthy aging products surges
In the race to educate consumers and keep pace with trends, navigating regulations is key to GNC strategy, and while some are straightforward to navigate, Kreider explained that the regional regulatory differences that affect which products can exist where can be ‘stifling’.
“There are product categories with a lot of consumer interest but regulatory blocks to bringing those products to market,” she said. “But where there is consumer demand, even if we can’t make certain claims on ingredients we know to be effective, we try to find other ways to bring products forward within the regulatory framework.”
She added that GNC observes a lot of ingredients growing in popularity, particularly in the United States, that don’t have proper regulatory standing but, frustratingly, are still being sold.
“As a bigger brand, we have to be very careful,” she said. “We take painstaking efforts to ensure that anything we sell under our own brand, and even third-party brands we onboard, goes through a thorough regulatory review.”
