A Snapshot of Gen Z: The Key Characteristics

Highlights

• Gen Z values authenticity, sustainability, and digital engagement.
• Gen Z males and females have different health priorities.
• Targeted, functional products are the best fit to address Gen Z health needs.

Understanding Generation Z

Gen Z is the generation born from 1997 to 2012, with the oldest members turning 27 this year. This is the largest generation in the world, having recently surpassed Millennials. In the US, Gen Z is the most racially and ethnically diverse generation yet and is on track to becoming the most educated.

Brands marketing to Gen Z should know that authenticity and sustainability are key values for this generation and that for these digital natives, using digital technology for learning, entertainment, and shopping is second nature. In fact, 45% prefer to buy food and beverage products that offer a digital or online experience.¹

Consumer Behavior of Generation Z in Health & Wellness

Almost half (47%) of adult Gen Z follow food trends on social media (vs. 31% for all other generations), and 42% use social media to share their opinions regarding food (vs. 30%).² Gen Z adults also significantly over-index for online shopping, with nearly one in three doing this daily.³

When purchasing a healthy food or beverage, Gen Z, like other generations, considers natural ingredients to be one of the most important attributes.⁴ However, sustainably sourced and socially/ethically sound are much more important to Gen Z than to other generations.⁵

Gen Z takes a diverse approach to health, with many taking steps in the past year to get more sleep (37%), increase their exercise (35%), and change their diet/nutrition (27%).⁶ Compared to other generations, Gen Z is more likely to have boosted their use of foods and beverages to help with a health condition (26%) or to help with weight loss (25%).⁷

Technology such as mobile apps, wearables, and online communities also plays a role in their approach to health and wellness. 49% of adult Gen Z are increasingly looking for nutrition advice on digital platforms, while 21% increased their use of technology to track or manage their health.⁸

Health & Wellness Priorities of Generation Z

The health and wellness priorities of Gen Z show important differences by gender, with males prioritizing their physical health and females prioritizing their mental health, suggesting different targeting opportunities.⁹ Concerns about weight also rank higher for Gen Z females than males.¹⁰

In addition, compared to females in other generations, Gen Z females are more likely to think doctors and other health professionals don’t understand enough about women’s health issues. They are also interested in learning how the menstrual cycle can impact the way they feel when exercising at different times of the month.¹¹

Challenges and Opportunities for Brands

As a young generation, watching diet and nutrition may not be top of mind for Gen Z. However, it’s clear they’re thinking about their health, including the importance of exercising. Raising awareness of products that can benefit them, especially through social media and other digital strategies and using a transparent, authentic approach, will be a key first step. 

Functional products are likely the best fit for this generation—for example, functional fortified beverages for Gen Z females with mood support botanicals, essential vitamins and minerals (especially iron) for overall physical health, and protein to help with satiety and weight management.

Pre-workout energy drinks and supplements with natural, sustainable ingredients hit the spot for Gen Z males. These could be formulated with less caffeine and fortified with adaptogenic botanicals (associated with stress support) to help wind down and ensure a good night’s sleep after exercising. 

There are many ways to innovate with Gen Z in mind and deliver products that precisely address their health and wellness needs. For support in developing your next Gen Z health and wellness product, contact Glanbia Nutritionals.

References

1-8. Innova Market Insights, Zooming in on Generation Z: Exploring Lifestyles and Attitudes in the US and Canada, August 2023.
9-11. Glanbia Nutritionals, Health & Wellness Usage & Attitude Study – US, 2023.