How Gen Z's habits will shape the future of wellness industry
Although Gen Zers are wellness-conscious, their habits and preferences are much different than those of previous generations.
Gen Z, which comprises ages 16 through 24, is beginning to flex its muscles in both the workplace and the marketplace. Although members are wellness-conscious, their habits and preferences are much different than those of previous generations.
The pandemic brought an increased focus on physical health and mental wellbeing over career and relationships. Gen Z members quantify their fitness, they live online and care about looking healthy, and their information comes from influencers and online channels.
Related: Recruiting Gen Z: Digital natives, but still professionals
The Unwinder, a publication for the wellness industry, recently surveyed Gen Z members to see what trends will shape the future. Among its findings:
Got to be gummy. Gen Z is into wellness but less into traditional pills and supplements. If Gen Z is taking a vitamin, it’s a gummy vitamin. Half of those surveyed take a multivitamin in the form of a gummy, compared with 35% who take a pill and 15% who do not take one.
Functional foods over supplements. Bring up the word “supplement,” and most Gen Zers tune out. This aligns with 2021 research showing that Gen Z is focused more on functional foods and beverages than on pills and powders. By contrast, research in 2021 showed between 60% and 70% of older millennials, Gen Xers and boomers purchase supplements of some kind.
CBD is going out of style. In a 2021 survey, CBD was far and away the most popular wellness product across audiences. Now CBD is garnering interest from only 27% of the Gen Z sample. What supplements and ingredients are Gen Zs interested in? Sleep and gut health are clearly important. Ashwagandha is popular for a somewhat niche wellness herb. Elderberry may be a function of a desire to boost immunity during the pandemic.
Gluten-free and vegetarian go big time. One-quarter of the U.S. population restricts gluten in their diets to some degree, while 37% of Gen Z members do. Five percent of the U.S. population follows a vegetarian diet, while 20% of Gen Z does. A surprisingly high number of respondents reported some sort of restricted feeding regime – an area that likely requires further research.
Therapy for all. Gen Z is into therapy. Popular culture is beginning to term them the “anxiety generation” as the pressure of financial crises, the pandemic and global warming all made clear. More than 50% of Gen Zers report having some mental health issue, and nearly 70% of Gen Z respondents report some sort of therapy.
Workouts are important. Gen Z is into fitness, although how they do it varies. The majority report working out on their own. Although only a small percentage do boutique fitness, this may be a function of funds and transportation instead of a long-term rejection of that approach. Nearly nine in 10 Gen Z members work out three or more times per week.
YouTube > Instagram. Although Gen Z does get health information online, they tend to value multiple sources. Instagram is minor, but YouTube is big.
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