Nestlé has unveiled its first product line aimed at the midlife and older consumer segment, signalling a strategic push into the fast-growing ‘healthy longevity’ market.
The Nestlé Vital range comprises nutrient-rich shake powders designed to support energy, strength, focus, sleep and overall vitality.
The launch comes amid rising global demand for products that address the nutritional needs of an ageing population, with nearly half of the world’s population projected to be over 40 by 2040.
The product portfolio includes eight shake powders in four flavours – strawberry, vanilla, chocolate and unflavoured – tailored to two consumption occasions: a Morning Routine for focus and energy, and an Evening Routine to promote sleep quality and muscle recovery.
The drinks are low in fat, contain no added sugar, and include a combination of high-quality dairy and plant-based proteins, fibres, vitamins, minerals and patented bioactive blends.
“Consumers are increasingly seeking solutions that help them not only live longer but also enjoy healthier lives while maintaining their strength and vitality,” said Serena Aboutboul, Head of Nestlé’s nutrition business.
“With Nestlé Vital, we are responding to this fast-growing trend by combining decades of nutrition expertise with clinical research to deliver convenient, great-tasting products for daily energy, sleep and overall wellness.”
Dr Isabelle Bureau-Franz, head of R&D for Nutrition, said the range reflects Nestlé’s research into metabolic health, mobility, brain function, sleep and the menopausal transition, translating these insights into accessible nutrition solutions.
Nestlé Vital will launch first in Latin America this year, with expansion planned in Europe and Asia. The line represents the first innovation under Nestlé’s broader ‘Smart Ageing’ initiative, designed to provide science-backed guidance and routines that enable consumers to age well.
For the business-to-business food and beverage audience, the launch underscores Nestlé’s strategy of targeting demographic-driven growth segments, leveraging proprietary protein technologies and clinically validated bioactives to create differentiated offerings.
Healthy-ageing products represent a premium growth category with potential for higher margins, especially in regions with ageing populations and rising consumer interest in preventive nutrition.
