When it comes to wellness and nutrition, Gen Z and Millennial shoppers are trying to keep it simple, and, in turn, are inspiring packaged food manufacturers to rethink how their products can support this approach to health and lifestyle, a survey by SPINS indicates.
Rather than juggling supplements in pill form, Millennials and Gen Zers are looking for their dietary supplements to be incorporated into foods and drinks they already are consuming. Think sodas, pancakes, and other prepared foods fortified with fiber and protein.
“We’re seeing younger generations, especially Gen Zers prioritize accessibility and convenience when it comes to nutrition,” registered dietitian Isabel Garza, nutrition science adviser at Iris Nutrition, told The Food Institute.
Young adults “are gravitating toward functional foods and beverages that fit seamlessly into their daily lives: hydration, coffee, or snacks that double as nutrition support.”
What’s driving this shift is the way functional foods and drinks feel approachable and inclusive, experts say.
“For many people, taking out a pill bottle can feel clinical and even serve as a persistent reminder of the symptoms they struggle with,” Garza said. “In contrast, having a coffee, hydration mix, or snack that doubles as support feels natural and socially seamless.”
Functional Foods Go Mainstream
The SPINS survey found 40% of Millennials and Gen Zers are choosing specific diets to follow, be it high protein, low carb, gluten free, plant based, keto, or a combination. They’re eschewing things like artificial sweeteners and corn syrup, as well as artificial colors, petroleum derived ingredients, and synthetic fragrances.
And rather than making all their purchases at the supermarket or drug store, young adults also are more likely to frequent natural and organic stores like local farmers markets for food and vitamin supplements.
Though all generations look to price when deciding where to shop, younger shoppers are more concerned about total shelf price rather than breaking prices down to unit costs. And they’re more likely to buy house brands for pantry staples, preserving their extra shopping dollars for pricier brand name self-care products.
“Younger consumers like Gen Z are savvy, and they expect transparency, credibility, and a product experience that feels personal. They want to know why each ingredient is included, how it’s backed by science, and what the tangible benefit is for them,” Garza said, with many decisions driven by social media.
Stress Resilience in a Snack?
And so, where does the trend go from here?
“If I had to guess, I think the next wave of functional nutrition will focus on specificity: moving away from generic wellness products with sweeping claims and toward formulas designed to address targeted needs like insulin sensitivity, menstrual regularity or stress resilience,” Garza said.
“There’s a growing understanding that there’s no one-size-fits-all approach to health and wellness, and consumers are honing in on what they personally need to thrive.”
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