Aging refers to a progressive, irreversible biological process that occurs with increasing age. Aging is an inevitable part of an organism’s life cycle, but the rate and manifestation of aging can vary due to individual differences and environmental factors.
The global oral anti-aging market has experienced significant growth in recent years, driven primarily by population aging, increased consumer health awareness, and advancements in nutritional supplement technology. According to WISEGUY’s “Global Anti-Aging Market Research Report,” the global anti-aging product market size reached USD 266.6 billion in 2024, with the market expected to grow at a compound annual growth rate (CAGR) of 8% in the future.
Signs of aging and consumer preferences for anti-aging products
In 2013, López-Otín et al. published a review article titled “Hallmarks of Aging” in Cell, first proposing the “nine hallmarks of aging.” In 2023, the same research team expanded the criteria for aging to 12 hallmarks based on the previous framework. On April 17, 2025, the research team published a review paper titled “From Geroscience to Precision Geromedicine: Understanding and Managing Aging” in Cell. This review expanded the previously proposed 12 hallmarks of aging to 14 hallmarks.
The fourteen hallmarks are: genomic instability, telomere attrition, epigenetic alterations, loss of protein homeostasis, impaired autophagy, dysregulation of nutrient sensing, mitochondrial dysfunction, cellular senescence, changes in the extracellular matrix, stem cell exhaustion, altered intercellular communication, chronic inflammation, dysbiosis, and psychosocial isolation.
In 2024, NBJ conducted a survey of supplement users. Regarding aging, the issues consumers were most concerned about were: loss of mobility (28%), Alzheimer’s disease or dementia (23%), vision loss (23%), loss of independence (19%), emotional or mental health issues (19%), muscle/ bone loss (19%), hair loss (16%), and insomnia (16%), among others.
This indicates that consumers are more concerned about aging signs that directly manifest in appearance and daily functional abilities than about subtle changes at the cellular and molecular levels. Skin sagging and dryness, decreased physical strength and energy, memory decline… these “visible” signs of aging are more likely to cause anxiety among consumers.
The “2025 Oral Anti-Aging Consumer Trend Insights” report shows that skin issues are a top priority for consumers seeking anti-aging solutions. 65% of surveyed consumers are concerned about “skin sagging/increased wrinkles.” Secondly, over half of consumers hope oral anti-aging products can address “decreased physical strength/fatigue” and “impaired immunity” related to bodily functions. Among these, female consumers prioritize “beauty-focused anti-aging,” while male consumers place greater emphasis on “health-focused anti-aging” aimed at enhancing internal bodily functions.
Notable anti-aging ingredients
NMN
NMN, short for “nicotinamide mononucleotide,” is a biologically active nucleotide with a molecular weight of 334.22, existing in two conformations: α and β. The β-NMN form is its active form. NMN is also one of the precursors to NAD+, an important coenzyme in the body. In the human body, NMN is present in placental tissue, blood, urine, and other bodily fluids. Additionally, NMN is exist in various foods, such as cabbage, tomatoes, mushrooms, oranges, shrimp, and beef. Multiple animal studies and preliminary human research suggest that NMN may participate in regulating NAD+ levels, thereby influencing cellular metabolism and mitochondrial function.
NAD+ Precursor: NMN
NMN has emerged as a highly sought-after “anti-aging star ingredient” in recent years. On January 17, 2025, China’s National Health Commission (NHC) once again accepted an application to list NMN as a new food additive. However, this application was previously rejected in 2022. The reason may be that the U.S. Food and Drug Administration (FDA) has classified NMN as an investigational drug, no longer permitting its sale as a dietary supplement. The resumption of the application may be related to the lawsuit filed by the Natural Products Association (NPA) against the FDA in 2024, with the industry hoping to push for NMN’s return to the food market.
Globally, Japan was the first country to approve NMN as a food ingredient. In July 2020, Japan’s Ministry of Health, Labour, and Welfare included NMN in the “List of Ingredients for Health Foods—Components Not Considered Drugs.” In 2021, the Canadian Natural Health Products Database listed NMN as a natural health product ingredient.
Although NMN has not yet been included in the list of ingredients permitted for use in food or health supplements in China, its popularity remains undiminished. Some companies are circumventing regulations through cross-border channels, which indirectly reflects the industry’s interest in NMN.
Longevity Vitamin: Ergothioneine
Ergothioneine (EGT) is a naturally occurring amino acid. It exists as a tautomeric isomer of both thiol and thione forms. The thione tautomeric isomer dominates under physiological pH conditions, conferring ergothioneine with exceptionally potent antioxidant properties.
The anti-aging mechanisms of ergothioneine primarily include:
- Transported directly to mitochondria and the cell nucleus via the transporter OCTN1, it eliminates reactive oxygen species (ROS) at the source, protecting cells from oxidative damage.
- Maintains genomic stability and repairs DNA in cells exposed to UV radiation.
- Influences epigenetic modifications by affecting the redox state within cells, indirectly influencing DNA and RNA methylation as well as histone modifications.
- Regulating the Sirtuin pathway, where EGT interacts with the Sirtuin pathway to regulate aging.
According to Market Watch data, the ergothioneine market size will reach USD 171.9 million by 2028, with a compound annual growth rate (CAGR) of 36.2% during the 2022-2028 forecast period.
Skin anti-aging: Collagen
Thanks to market education and development, collagen is currently one of the most recognized “anti-aging ingredients” among consumers. In a survey on consumer awareness of mainstream anti-aging ingredients, collagen (78.2%), vitamin C (74.8%), and vitamin E (68%) ranked as the top three oral anti-aging ingredients recognized by consumers. Among the top five anti-aging ingredients recognized by different age groups, collagen is undoubtedly the “star ingredient.”
Collagen is one of the most widely distributed and abundant proteins in mammals. It is widely present in tissues such as skin, bones, joints, and hair. It aids in organ development, wound and tissue healing, maintaining connective tissue health, and skin health. In terms of skin anti-aging, research has found that collagen can stimulate collagen synthesis or reduce degradation, maintain skin elasticity, and slow down skin aging.
Currently, 28 types of collagen have been identified. Among these, three types of collagen account for 80%-90% of the total collagen in the human body, namely Type I collagen, Type II collagen, and Type III collagen. In terms of market applications, Type I and Type III collagen are widely use in skincare products and the “beauty through nutrition” oral beauty industry, and are the mainstay of skin anti-aging. Type II collagen, due to its immune-modulating, cartilage-repairing, and joint-lubricating effects, is primarily used in products supporting bone and joint health.
Brain anti-aging: Phosphatidylserine (PS)
In addition to focusing on external changes, the aging of the nervous system, particularly the brain, has gradually become an important area of research. Brain aging typically manifests as reduced synaptic plasticity, weakened neural network transmission efficiency, and decreased neurotransmitter secretion. Clinically, this is primarily manifested as cognitive decline, including impair memory, slow information processing speed, and reduce attention control ability.
Phosphatidylserine (PS) is an important membrane phospholipid exist in bacteria, yeast, plants, and mammalian cells, and is the primary acidic phospholipid in the brain. Under normal conditions, PS is located in the cytoplasmic lobes of the plasma membrane, the lumen of the endoplasmic reticulum, the Golgi apparatus, mitochondria, and endosomes, maintaining the normal functions of these organelles. PS is considered one of the most important brain nutrients. It regulates multiple neurotransmitter systems, including acetylcholine, dopamine, serotonin, and norepinephrine. Research indicates that PS helps improve neural cell function and enhance neural transmission efficiency, thereby demonstrating positive effects in slowing age-related cognitive decline.
Summary
As the trend of population aging intensifies, China’s anti-aging market is experiencing rapid expansion. However, some widely discussed anti-aging ingredients currently face challenges such as insufficient clinical evidence and incomplete regulatory mechanisms. In this context, how to promote the development of clinical research, establish an assessment system for the safety and efficacy of ingredients, and achieve product commercialization within a compliant framework has become a key issue for companies looking to establish their future market presence.
