In Depth: Chinese Customers Sold on ‘Elixir of Youth’ Despite Expert Warnings

Chinese consumers have increasingly embraced nicotinamide mononucleotide (NMN), marketed as an "elixir of youth" for its purported anti-aging benefits, leading to its significant sales growth on cross-border e-commerce platforms like JD.com in recent years. Users report various benefits from improved sleep quality to increased energy and accelerated nail growth, despite a lack of substantial evidence from human clinical trials. The global NMN market is projected to grow to over $400 million by 2028, according to Bosson Research. [para. 1][para. 2]

NMN, a molecule produced naturally in the body and a precursor to the coenzyme NAD+, is vital for cellular metabolism. Interest in NMN surged after research from the U.S. in the 2010s suggested that NMN supplementation could extend the lifespans of mice. The product gained further traction among Chinese consumers around 2020, quickly becoming popular on platforms like JD.com. Nonetheless, NMN has not been approved for sale as a food or drug in China, leading consumers to buy it from cross-border e-commerce platforms. Experts advise caution due to the lack of standardized regulation and varying product quality. Ironically, China is the largest producer of NMN raw materials and also has the largest consumer base. [para. 3][para. 4][para. 5]

The global pursuit of longevity and anti-aging treatments continues to grow. Researchers are increasingly focused on treating aging as a condition rather than specific diseases. Wang Zhao, a professor at Tsinghua University, emphasizes that this shift could revolutionize the healthcare industry. Studies have shown that NAD+ levels in humans drop significantly by middle age, contributing to aging, thereby making NMN a molecule of interest in anti-aging research. Harvard Medical School's David Sinclair published research in 2013 indicating that NMN supplementation extended mouse lifespans by 30%. NMN's popularity soared further when promoted by celebrities like Kim Kardashian. The product’s prominence has also benefited companies like Xiamen Kingdomway Group Co., which saw a significant stock price increase after acquiring a U.S. NMN product company in 2020. [para. 6][para. 7][para. 9][para. 12]

NMN users in China span multiple generations, with both middle-aged and younger consumers showing interest in its anti-aging potential. Younger individuals, despite having naturally high NAD+ levels, also consume NMN to maintain their health. However, some users report adverse effects, such as increased hunger and scalp discomfort, prompting them to discontinue use. The cost of NMN products has varied, with initial products retailing for tens of thousands of yuan per month, now ranging from around 900 to 19,000 yuan for a bottle of 60 capsules. Despite this, the market remains muddled due to the lack of scientific data on human trials and unclear long-term risks. [para. 14][para. 16][para. 17]

The regulatory environment in China is evolving. While an official document in 2016 allowed NMN imports via cross-border e-commerce, the State Administration for Market Regulation in 2021 highlighted the need for proper licensing. The National Health Commission (NHC) has recommended further research into NMN's safety as a food ingredient, but the product was not included in the latest new food additive varieties in 2023. Consequently, ensuring product quality and standardizing marketing practices remains challenging. The inconsistent quality and information have frustrated consumers like Weiwei, who struggled to determine the efficacy of products for her father. [para. 18][para. 19][para. 22]

Research into anti-aging continues to face significant challenges, including the translation of promising animal model results into human applications. Tsinghua professor Wang highlighted the difficulties due to biological, economic, and ethical complexities. Despite opposition to using drugs to intervene in the human lifespan, many researchers continue to explore pharmacological strategies combining traditional methods and modern technologies, like artificial intelligence to identify more effective anti-aging treatments. While some believe Asia has the potential to lead in preventive health management due to its traditional holistic practices and significant elderly population, institutional capital remains cautious about the market's future. [para. 27][para. 30]