Younger consumers are tending to adopt a more holistic view of health, according to the 2018 U.S. consumer survey. At the other end of the age range, however, Baby Boomers are more focused on healthy aging, with 52% of U.S. Boomers have made changes to their diet to improve their health and wellbeing.
Consumers in the central age groups are more inclined to consider mental as well as physical wellbeing. Younger U.S. Millennials are focused on balancing body and mind, with 53% seeking to increase their “happiness.” This group is a strong target for foods that can deliver health and indulgence at the same time.
For older U.S. Gen X consumers, mental health is even more important and 55% are taking steps to improve their mental and emotional wellbeing.
“Healthier formulation is a long-standing focus for food and beverage innovators,” says Lu Ann Williams of Innova Market Insights, “but there is now much more to consider under the umbrella of health and wellbeing, and it is essential for brand owners to understand the lifestyles and attitudes of their target audience.”