NovusDNA Says UK Consumers Are Moving Beyond “Anti-Ageing” Claims Towards Healthy Ageing

Preston, England, UK, July 28th, 2026, FinanceWire

New YouGov data shows just 6% of Britons are actively trying to slow or reverse the signs of ageing, reinforcing a wider shift towards healthy ageing, cognitive wellbeing and evidence-led supplementation

NovusDNA says new UK consumer data confirms a meaningful change in how people approach ageing, with interest moving away from traditional “anti-ageing” messaging and towards healthier ageing, better long-term function, and supplements backed by transparent formulations and credible science.

According to research published by YouGov, just 6% of Britons now say they are actively trying to slow or reverse the signs of ageing. Rather than chasing cosmetic reversal, most consumers are taking a more measured approach focused on maintaining health, energy and quality of life over time.

For NovusDNA, the findings support what the brand has been seeing in the market already: consumers are still engaged in longevity, but they are becoming more selective about the claims, ingredients and standards behind the products they buy.

“The question consumers are asking has changed,” said Julie Dawson, Director at NovusDNA. “It used to be, ‘How do I look younger?’ Now it is more often, ‘How do I feel better for longer?’ That shift changes what people expect from supplements and from the brands behind them.”

New data shows a more nuanced consumer mindset

The YouGov survey of more than 2,000 UK adults points to three broad consumer groups:

• Preventers (34%) - actively invest in products and routines intended to slow or prevent the signs of ageing
• Maintainers (29%) - take a steadier, maintenance-led approach to health and ageing
• Indifferents (34%) - do not see ageing as a major concern, although many still spend within the category

Spending remains present even as “anti-ageing” as a label loses traction. Among preventers, 27% spend £25 or more per month on supplements, skincare and related products. Even among indifferents, 36% still spend something monthly in the category.

Across all three groups, consumers ranked diet, exercise and sleep as the most important influences on how they age, with supplements viewed as supportive rather than foundational.

“That is exactly where credible brands should operate,” Julie added. “Consumers are looking for supplements that complement a healthy lifestyle, not marketing that overpromises.”

Healthy ageing is driving demand for targeted support

NovusDNA says the shift is also reflected in the areas consumers are prioritising.

The Grand View Research UK Dietary Supplements Market report identifies brain and mental health as a distinct application segment within the UK supplements market, alongside more established categories such as bone and joint health, immunity and cardiovascular support. That points to growing interest in cognitive function, neurological wellbeing and quality of life, rather than a narrow focus on outward signs of ageing.

Ingredients such as Lion’s Mane, as well as compounds associated with cellular energy and NAD+ support such as NMN and NR, are increasingly aligned with how consumers now think about ageing well: targeted, functional and part of a wider health strategy.

More broadly, 2026 supplement trend data suggests UK consumers are moving away from generic multivitamins and towards formulations with clearer use cases, including:

• NMN and NR for cellular energy and NAD+ support
• Lion’s Mane for cognitive and nerve health
• Creatine for muscle function and growing brain health interest
• Magnesium L-Threonate for sleep and stress support
• Omega-3 for cardiovascular and joint health

“The common thread is clarity,” said Julie. “People want to understand what an ingredient supports in the body, what evidence exists, and whether the brand is being honest about what it can and cannot do.”

Transparency is becoming the category baseline

NovusDNA believes the market is being shaped not only by ingredient demand, but by rising expectations around trust.

The Global Wellness Summit identified the “Over-Optimisation Backlash” as one of its leading wellness trends for 2026, highlighting a broader shift away from performance-heavy and marketing-led messaging towards approaches that feel more credible, more human and easier to sustain.

For NovusDNA, that trend reinforces a long-standing view that transparent formulation and third-party testing should be standard, not exceptional.

“This is not a new challenge for us,” Julie said. “Our approach has always been grounded in third-party testing and transparent formulation, because that is what informed consumers deserve. The broader market is now catching up to that expectation.”

A growing market with higher standards

The market backdrop supports the trend. According to Grand View Research, the UK dietary supplements market was valued at approximately $4.79 billion in 2024 and is projected to reach $9.65 billion by 2033, growing at a compound annual growth rate of 8.1%.

NovusDNA says that growth will increasingly favour brands that combine product quality with scientific credibility and clear consumer education.

“The shift from anti-ageing to healthy ageing is good news for consumers and for the category,” the spokesperson said. “It moves the conversation away from vague promises and towards ingredients, evidence, testing and trust. That is the space NovusDNA is built for.”

About NovusDNA

NovusDNA is a UK-based longevity supplement brand focused on evidence-informed, third-party tested formulations designed to support cellular health, metabolic function and long-term wellbeing. The company takes an education-first approach to supplementation, helping consumers make more informed decisions in a market increasingly shaped by scientific literacy and transparency.

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