Why Longevity Is The Next Big OTC Opportunity, With Euromonitor’s Magda Starula

In this episode of HBW Insight’s Over the Counter, we’re digging into one of the most talked‑about themes in consumer health right now: longevity. We’re joined by Magda Starula, Health and Beauty Research Analyst at Euromonitor International, to unpack what “healthy longevity” really means, and why it’s quickly moving from niche concept to mainstream commercial opportunity for OTC. We explore how the focus is shifting from simply living longer to staying healthier for longer, what that means across different life stages, and where consumer healthcare brands are best placed to win.