Nearly nine in 10 Gen Z members work out three or more times per week. (Photo: Adobe Stock)
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.
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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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Alan Goforth
Alan Goforth is a freelance writer in suburban Kansas City. In addition to freelancing for several publications, he has written a dozen books about sports and other topics.
