September 23, 2025 – Consumers from the younger generations, Gen Z and Millennials, worldwide, are changing how we think about mental health. It is now a key part of wellbeing. Based on global consumer research, Innova Market Insights examines how mental health has become an important priority. This research provides valuable insights and points out opportunities for brands to promote emotional wellness through more empathetic, engaging, and practical solutions.
Mental Health is Now Central to Wellbeing
Mental wellbeing is the most important global aspect of feeling good. It is more significant than physical, emotional, and financial factors. People of all ages are focusing on their mental health, but concerns are highest among Gen Z and Millennials. Brands must see mental health as an important factor that influences consumer behavior and values.
Gen Z and Millennials Leading Self-Sufficiency in Health and Wellness
Consumers are taking more control over their health and wellness. In fact, 35% of consumers worldwide say they have become more independent in managing their health and well-being. Caring for mental health is important for all age groups, but younger generations, like Gen Z and Millennials, are more aware of the challenges related to mental health.
Food for Stress Management
Mental health trends reveal that stress is a worry for people of all ages, with 1 in 2 people saying that it affects them significantly. Also, consumers understand how sleep impacts their mood. Therefore, getting more rest is the most popular way to feel better. Many also turn to exercise, leisure activities, and food to cope. Brands that tap into this broader perspective on stress relief, particularly with products or messages about rest and recovery, can build strong emotional bonds.
Food and Mood are Closely Linked
Flavors are not neutral; they carry emotional meaning. 52% of Gen Z and Millennials say their mood influences the flavors they crave. People often link specific moods to certain tastes. Most emotional states lead to a preference for sweet flavors, while spicy and sour flavors are desired when people want stimulation. Bitter flavors are associated with tiredness or anxiety. Culture also affects these preferences. In Europe and Latin America, people often choose flavors like chocolate, caramel, and coffee to relieve anxiety. In Asia, spicy flavors are the top choice for emotional comfort. By connecting flavor profiles and messaging with emotional experiences, brands can create more impactful and enjoyable moments.
Gen Z and Millennials Adopting Personal Tracking Practices
Tracking exercise and personal journaling are ways in which consumers keep track of their mental health. Almost 1 in 3 of consumers globally track the amount of exercise they do to manage their mental health, while 26% of consumers globally engage in personal journaling for self-reflection. Reflecting Gen Z and Millennial trends, younger generations are over-indexing on mental health tracking, with 35% of Generation Z indicating they do personal journaling and 34% of Millennials saying they track their exercise. Still, a notable 1 in 4 consumers globally don’t take any action to keep track of their mental health.
Exercise Benefits Mental Health
For consumers globally, there is a strong connection between exercise and general health. While exercising is done predominantly to improve or maintain consumers’ physical appearance or to keep the body in shape, almost 1 in 3 Gen Z and Millennials indicate they are physically active in order to feel mentally fit.
Consumers Choose More Sleep for Better Mental Health
When asked about steps taken to improve mental and/or emotional health, the top step was trying to get more sleep. This is followed by more physical exercise and simplifying life. Regarding mental health concerns, consumers act on stress, anxiety and worry the most.
Social Media’s Impact on Mental Health
Gen Z and Millennial trends show that many consumers try to reduce their screen time to protect their mental health. At the same time, 22% of consumers report scrolling on social media to reduce stress. 22% of Gen Z and Millennials also often feel mentally drained by screen time, social media or digital devices. This shows that for consumers; social media can be both a source of mental escape and mental exhaustion.
Generations Experience Stress in Different Areas of Life
Mental health trends show that while finances is the main area that causes consumers stress, other areas affect different generations differently. Health is a bigger cause of stress for older generations while Generation Z say work or school is the #1 area of stress. In a study of the workplace, Generation Z was found to have a lower satisfaction level in their jobs than other generations. Furthermore, Generation Z are driving changes in societal norms surrounding the workplace, prioritizing mental health support, rapid career progression and diversity and inclusivity.
Consumer Coping Mechanisms for Stress
The majority of consumers use media (music, TV) to calm down from stress. Mental health trends show that almost 1 in 4 of consumers globally treat themselves with food and drink to reduce stress. Specifically, Gen Z and Millennials are more likely than older generations to use food and drinks to reduce stress.
Consumers Turn to Trusted Food and Drinks for Destressing
Gen Z and Millennial trends show that when choosing food to destress, consumers are looking for reliable, no-fuss products they normally consume every day. Consumers find comfort in the familiar, but there is room for innovative products. Most important is that consumers don’t want to feel like they are overspending when they are looking to relieve stress. Feeling physically well is part of emotional comfort, and healthy products help the consumer to de-stress.
Food Also a Source of Stress
Food prices have been rising over the past few years due to sustained inflation, supply chain disruptions, and climate-related volatility, making food costs a significant and ongoing stress factor for consumers. This relates to the main cause of stress: finances. Gen Z and Millennials trends reveal that high food prices are primarily an issue for low-to mid-income households, but they also rank high for mid-high to high-income households.
Functional Food Benefits for Mental Health
1 in 4 Gen Z and Millennials purchase food and beverages to help with stress, anxiety, tiredness and insomnia. Sleep and stress benefits are the most sought after in food and drink that support mental health. 56% of global consumers say that functional F&B that maintains or improves mental health is effective, giving an opportunity for food and beverage to create stronger products and brand associations with mental health.
What is Next for Gen Z and Millennials Mental Health Trends?
Brands should focus on helping consumers take charge of their mental health with personalized, accessible routines. They can support this by offering products that promote emotional independence, like journaling, mood tracking, and relaxation tools. Stress is a significant concern for consumers, so products that offer calming support with comforting formats and ingredients can be very appealing. Since sleep is essential for mental well-being, brands can provide sleep-focused products that promote quality and relaxation. Embracing these trends helps Gen Z and Millennials manage their emotional health and feel empowered.
This article is based on Innova’s Mental Health Matters: Consumer Perspectives on Mental Health in 2025 – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more