LONDON — Health is wealth, and consumers today are investing in their future well-being like never before, according to a new report from Iris Ventures.

“Longevity Through Nutrition,” published this month, points out that multibillionaires with a penchant for plasma infusions, aren’t the only longevity enthusiasts out there. Instead, it’s everyday people — of all ages — who are looking for small, consistent ways to live healthy, vibrant lives for as long as possible.

Marta Indeka, responsible for research at Iris Ventures, pointed out that while longevity has become a widespread wellness goal, “it can still feel abstract or out of reach, and is often associated with elite access to longevity clinics or experimental treatments.”

She added that “what’s less talked about is the shift happening in everyday nutrition. A new generation of brands is helping consumers translate the science into simple, informed choices, making ‘health span’ improvement more accessible. That’s exactly where we see opportunity — backing the brands that are translating science into daily impact.”

The paper is a natural extension of Iris Ventures’ investment thesis. Iris is a thematic fund targeting European and U.S. high-growth customer-centric brands and tech-enabled solutions that support “healthier, happier and more convenient lives, across consumer sectors.”

It also aims to fill a funding gap in early-stage growth, backing companies that fall between seed-stage generalist venture capital and late growth buy-out consumer funds.

It has been steadily investing in the health and wellness category with investments in Maurten, a global sports nutrition company based in Sweden, and in Olistic, a science-backed nutraceutical brand that treats hair loss and the lifestyle factors that contribute to it.

Other investments include Biomel, a market-leading, plant-based gut health brand, and Superlativa, a plant-based, drug- and hormone-free supplement that aims to help manage stress and regulate women’s levels of cortisol, a stress hormone produced by the adrenal glands.

Montse Suarez, founder and managing partner of Iris Ventures, said “nutrition is playing a key role in preventing inflammation, optimizing metabolism and strengthening the mind-body connection. From protein innovations to hormone-focused diets, the ‘food as medicine’ ethos is redefining global nutrition.”

The report itself focuses on nutrition as a pillar of long-term health and disease prevention. It said the “functional” food and beverages category is projected to grow at a 9.5 percent compound annual growth rate between 2025 and 2028.

It added that “consumers are increasingly viewing daily nutrition and supplementation as one, and are seeking hybrid solutions that integrate functional benefits into familiar formats — blurring the boundaries between food, beverage and health optimization.”

It also points out that the boundaries between food and supplementation are blurring, with consumers looking for hybrid solutions “that offer both indulgence and efficacy, from protein-enhanced beverages to drinkable probiotics. Meanwhile, muscle mass is emerging as a key longevity biomarker, reinforcing protein-centric nutrition as a cornerstone of extended health span.”

The report looks at hard-working nutrients and supplements. It said ashwagandha, known for its ability to regulate cortisol and support adrenal health, has become a staple in functional foods, beverages and supplements.

Creatine, meanwhile, was once reserved for the athletic community. Today it is recognized for its broader benefits, from cognitive support to metabolic health.

According to the report, creatine also has a potential role in brain function, longevity, and even mood stabilization, “making it a rising star in the wellness space.”

The global creatine supplement market size is estimated to grow at a compound annual growth rate of more than 12.6 percent from 2025 to 2034, the report said.

Colostrum, the nutrient-dense milk produced by mammals after they give birth, is also emerging as a supplement for immune support and gut health.  

“Rich in antibodies, growth factors, and bioactive compounds, colostrum is gaining attention for its potential to enhance athletic performance, support digestive health, and boost overall immunity,” according to Iris.

Looking ahead, those supplements will become even more popular as consumers prioritize “performance, nutrition and proactive health.”

The report argued that consumers are “no longer just experimenting — they expect validated, effective solutions that fit seamlessly into daily life,” and into their health investment portfolio.