By Signe Svanfeldt, Lead Nutritionist at Lifesum
From functional foods and adaptogens to budget-friendly options, Gen Z and Millennials are transforming the culinary landscape with innovation and cultural awareness. By understanding their unique tastes, trends, and attitudes, we can see their influence on the future of the food and drinks industry. These insights enable food and beverage brands to connect with these generations in a trusted, credible way.
Nourishing sleep
Lifesum’s 2024 State of Healthy Eating and Wellbeing report shows that Gen Z and Millennials prioritize sleep and nutrition. With 83% willing to adjust diets for better sleep and 54% making it a top health goal, food brands can capitalize by offering adaptogen-infused products like granola bars or nut mixes.
Transparency about adaptogenic ingredients and their benefits is crucial. Effective strategies include clear communication on packaging and marketing, and collaborations with wellness influencers and sleep experts to enhance credibility.
Nourishing mental health
The impact of diet on mental health has major economic implications. Poor mental health cost the US economy $193.2 billion and the global economy $1 trillion, considering factors such as lost productivity, absenteeism, and turnover. According to our trends report, 71% of them focus on stress management. Stress also affects career choices with 81% considering leaving their jobs due to stress, and 48% indicating that work-related stress spills over into their personal lives.
Food companies can become trusted allies in the journey towards improved mental and physical wellness by offering stress reduction and relaxation products like calming herbal teas. Additionally, exploring fortified foods and supplements to address nutritional deficiencies linked to mental health, such as vitamin D and magnesium, can effectively appeal to Gen Z and Millennials.
The rise and rise of functional foods
Our 2024 report reveals that Gen Z and Millennials are increasingly turning to functional foods to meet health goals. Seventy-three percent consume them for energy, 61% for mental wellbeing, and 40% for better sleep. Functional foods align with their lifestyles and offer extra health benefits like improved digestion or immunity.
Brands can embrace these preferences by offering mental health-supporting products. This could include foods and drinks enriched with adaptogens, omega-3 fatty acids, or vitamins and minerals that are tailored to support digestive health, immune function, cognitive performance, or energy levels. By utilizing technology such as AI and data analytics, food companies can create personalized functional foods or recommend products based on consumer health goals, preferences, and lifestyle factors.
Nourishing hormonal health
Hormones impact everyone, regulating processes like stress and productivity. This is crucial for Gen Z and Millennials, with 40% willing to change jobs for better hormonal health support.
Food brands can appeal to this generation by helping individuals to raise awareness that nutrition plays a vital role in hormone regulation and by developing products formulated with ingredients that support hormonal balance. This could include foods rich in nutrients like omega-3 fatty acids, vitamin D, magnesium, and zinc, which are known to play roles in hormone regulation. Partnering with healthcare professionals, nutritionists, and wellness experts to lend credibility to products and provide expert guidance on hormonal health can help build consumer trust and confidence in a brand’s ability to support hormonal balance.
Nourishing longevity
Gen Z and Millennials are increasingly health-conscious and environmentally aware, leading the longevity movement. Our trends report shows that 51% engage in practices promoting longevity and wellbeing, while 56% are considering immediate actions to enhance their health span.
Companies can leverage this by creating products with natural, organic ingredients and sustainable packaging. Highlighting the health benefits of vitamins, minerals, and antioxidants in their products will resonate well with this audience.
Nutrition on a budget
Gen Z and Millennials, shaped by economic uncertainty, are prioritizing health despite rising living costs. Our 2024 report shows they’re cutting back on non-essentials like streaming services to afford healthier eating. For instance, 62% would sacrifice spending on fashion, and 55% on tech and gadgets, for better food.
To tap into this trends, brands can offer budget-friendly product lines that maintain quality, such as store-brand options that provide value without extra frills, appealing to price-conscious consumers without compromising on quality.
Signe Svanfeldt is a distinguished registered nutritionist and food science specialist, serving as Lifesum’s esteemed Lead Nutritionist. With a wealth of expertise, Signe is passionately committed to assisting individuals in making informed, health-conscious dietary choices, fostering a culture of vitality and longevity.
