What's Happening?
New research from Circana reveals that generational shifts are reshaping the wellness economy in the U.S., influencing purchasing decisions across all age groups. Younger consumers, such as Generation Z and millennials, prioritize functional and convenient options, while older households focus on preventative care. This divergence in shopping behaviors challenges brands and retailers to adapt their strategies. Social media plays a significant role in wellness discovery, particularly among younger demographics, with 48% of Americans purchasing products seen in creator-generated content. The health-minded consumer segment is expanding, now accounting for 40% of all food and beverage sales, but convenience and indulgence remain key drivers for foodservice
decisions.
Why It's Important?
The shifting perceptions of wellness among different generations have significant implications for brands and retailers in the U.S. As younger consumers prioritize convenience and functionality, and older consumers focus on preventative care, companies must adapt their offerings to meet these diverse needs. The influence of social media on purchasing decisions highlights the importance of digital marketing strategies, particularly for reaching younger demographics. The growing health-minded consumer segment presents opportunities for brands to innovate and offer products that provide multiple benefits, such as energy and immunity support. Understanding these generational shifts is crucial for manufacturers and retailers aiming to meet evolving wellness priorities.
