Nutrition that supports both physical and emotional well-being is thriving. Research from Innova Market Insights notes that Generation Z, the youngest age group aged 22 or below, is most likely to implement physical activity to improve their health, with 76 percent of these consumers identifying it as a part of their routine.
Meanwhile, millennials, those born between 1981 and 1996, are focused on balancing body and mind, with 53 percent reporting a focus on increasing their “happiness,” the Insights states. Additionally, this demographic seeks to up positives, such as protein and fiber, in their diet, rather than reducing “bad” nutrition. “This is preferably combined with on-the-go solutions to fit with their busy lifestyles,” the Insights says.