Holistic health’s cross-generational appeal: Innova Market Insights research reveals the trend’s innovative potential

27 Aug 2019 --- New research from Innova Market Insights has identified key characteristics and differences among Generation Z, Millennials, Generation X and Baby Boomers, as well as the way that holistic nutrition approaches can be tailored to these generational groups. Trends like better-for-you and naturality in ingredients are leading the market, as consumers become more aware of nutrition’s importance for both physical and emotional wellbeing. Nutrition can target different generations with more specific holistic approaches to help identify opportunities and optimize innovation, the market researcher notes.

For many consumers, mental health is as important as physical health. Food and beverage brands are tapping into this need with “feel good” language, brain health claims and “guilt-free” messaging. There is a renewed interest in active ingredients that can benefit the mood, such as omega 3, brain-boosting GABA and gingko biloba. Brands are reaching out to the “mindful consumer” with foods and beverages that satisfy the soul, as well as tackling the appetite. But it is not just about active ingredients. 

According to Innova Market Insights data, holistic wellbeing, meaning physical and mental health are now equally important to consumers. This is stimulating product activity, with a 36 percent growth reported in food and beverages with a “feel good” claim (Global, 2017 vs. 2016).

Cross-generational appeal
The market researcher’s Consumer Survey revealed that Generation Z – the youngest group aged 22 or below – is the most likely to use physical activity to improve health. Within this age group, 67 percent of US consumers claimed to be increasing physical activity to improve their health and wellbeing. As a result, they are seeking food and beverage products that support physically active lifestyles and protein-rich innovations are surging. Natural mood enhancers are on the rise in sports nutrition, with trending ingredients for platforms such as mood, focus and concentration. 

Generation Z consumers have been born into a highly connected world, where traveling has become readily accessible. According to the Innova Consumer Lifestyle and Attitudes Survey (2018), travel is the top choice among Generation Z for experiences and events most enjoyed during leisure time (average of UK, US, Brazil, China, France and Germany). They are traveling the world and being exposed to new cultures and food experiences, such as adventurous dishes, along the way. The industry has widely responded by developing world flavors for young consumers to taste when not traveling.

Holistic wellbeing, meaning physical and mental health are now equally important to consumers.Meanwhile, Millennials – those born between 1981 and 1996 – tend to focus on balancing body and mind, with 53 percent reporting a focus on increasing their “happiness,” the survey found. They are interested in mental wellbeing, physical wellbeing, ethical consumption and healthy indulgence. They are also seeking to increase positive factors, such as protein and fiber, in the diet, rather than reducing “bad” nutrition. This is preferably combined with on-the-go solutions to fit with their busy lifestyles. They are also the most concerned age group when it comes to environmental and ethical issues and they are even willing to pay a little more for such products.

Generation X, now aged between 39 and 54 years old, has a strong focus on emotional wellbeing, with 55 percent of US consumers in this age group taking steps to improve their mental health. They like to prioritize family time and to socialize, particularly outside the home, have above-average levels of interest in natural and organic foods, and tend to look to reducing meat, alcohol and caffeine, while upping consumption of fruit, vegetables and fish. Natural, positively processed and guilt-free products are most likely to make connections with Generation X consumers.

The Baby Boomers, generally regarded as those born between 1946 and 1964, making them between 55 and 73 years old, now makeup 23 percent of the US population and, perhaps unsurprisingly, healthy aging is top of mind for them. They are the most likely of the generations to change their diet to improve health, with a strong interest in functional foods, personalized nutrition solutions, plant-based options and in reducing the intake of “bad” ingredients, such as sugar, fat and salt. The Innova Market Insights Consumer Survey indicated that 54 percent of US boomers had reduced sugar intake or bought more reduced sugar products to be healthier.

Holistic Health will be the subject of an Innova Market Insights pre-Anuga webinar, to be held on Thursday 12 September 2019 at 4pm CEST/10am EDT.

Edited by Kristiana Lalou