Study assesses holistic health approaches among different age groups
Holistic nutrition is thought to support one’s physical and emotional wellbeing but is surprisingly different in importance across generations of its consumers – Generation Z (1997-2015), Millennials (1981-1996), Generation X (1965-1980) and Baby Boomers (1946-1964). This was looked at in an Innova Market Insights Consumer Survey in the US.
Notably, 67% of Generation Zconsumers are likely to use physical activity to improve health, and so, seek protein-rich food and beverage products that support physically active lifestyles. Travel is also much sought-after, as those of Generation Z value being exposed to new cultures and food experiences. The industry has widely responded by developing world flavors for young consumers to taste when not traveling.
Millennials, then, opt for mental and physical wellbeing, ethical consumption and healthy indulgence, with 53% reporting a focus on increasing their “happiness.” Millennials also choose to increase “positive over bad” nutrition, such as protein and fibre, preferably with on-the-go diet solutions to fit into their busy lifestyles.
Meanwhile for Generation X, 55% of who focus on emotional wellness, like social events, highly prefer natural/organic foods and tend to reduce meat, alcohol and caffeine consumption. So, natural, guilt-free products are most likely to be a hit with Generation X consumers.
The Baby Boomers, who make up 23% of the US population, prioritise healthy aging and have a strong interest in functional foods. As it has been indicated that some 54% of US boomers had reduced sugar intake or bought more reduced sugar products to be healthier, personalised nutrition solutions, with plant-based products and less sugary, fatty and salty options are the way to go.
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