June 2025

Understanding how different generations approach wellbeing is crucial to meeting their unique needs. Our latest research dives into five key categories from food & beverage, personal care to WellTech.

We explore their priorities, motivations, and behaviors shaping wellbeing across Gen Z, Millennials, Gen X and Boomers in both the US and the UK.

From emotional health to physical wellness and from self-care to convenience-focused solutions, these insights reveal the generational shifts and regional nuances across categories.

Physical wellbeing is an integral part of health and wellness, followed by emotional and financial security

Consumers are actively prioritizing their health over leisure and adopting healthier lifestyle habits

Wellness is described as a balance of both emotional and physical aspects

 

GenZ and Millennials have the highest holistic view of wellness, and in the US, are more likely to cite the importance of expressing oneself and social connections

In their own words, consumers say...

"I feel that wellness is broad and incorporates several things like: good nutrition (balanced diet), good rest, good social connections. I chose the image of a woman meditating. Meditation and mindfulness is important for unwinding and relaxing the mind to destress. And I chose the image of the group of friends spending time together because having and maintaining good social connections with friends and family is very important for mental health. It's important to create and maintain good social bonds. It helps nurture and foster good emotional wellbeing. And I chose the picture of the woman holding her dog because I feel it also helps create a strong social connection. A dog provides a lot of good emotional wellbeing and support." I chose the image waking up from a good night's sleep to represent how important sleep is to having good immunity. It also helps your body recover and reset. I chose the image of the two women wearing cucumbers on their eyes to represent self care. Making personal time for yourself for rest and relaxation is very important for your emotional and physical wellbeing. And having a good diet, rich in fruits, vegetables, whole grains and protein is very important to good health and preventing chronic diseases.

via buzzback eCollage

buzzback eCollage elicits imagery and emotional associations via interactive online collaging

Across our five key categories F&B and Personal care in particular represent big opportunities


Besides natural/clean ingredients, eco-friendly is of consideration when looking for functional food & beverages

While younger consumers look for attractive, and convenient products, Boomers find natural ingredients highly appealing

While natural ingredients is motivating, price is deemed the biggest barrier to functional foods

Consumers prioritize safe ingredients and trusted brands when it comes to personal care

GenZ are more concerned about certifications, and are especially open to personalized offerings

Consumers are motivated by products that promote healthier skin but high price and low-quality ingredients are key barriers

Natural ingredients is a key purchase driver among older cohorts, while younger audiences are drawn to personalized products with added benefits

Distinct opportunities exist to satisfy category needs across generations

Key Takeaways



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