Gen Zers have a Wellness Obsession

This abstract delves into the pervasive wellness obsession observed among individuals belonging to Generation Z (Gen Z), born between the mid-1990s and early 2010s. As the first generation to grow up in a digitally interconnected world, Gen Zers exhibit distinct lifestyle choices and behaviors that prioritize holistic well-being. The paper employs a multifaceted approach, drawing on a synthesis of academic research, social media trends, and cultural analyses to comprehensively explore the dimensions of Gen Z's wellness fixation.

The factors contributing to this phenomenon, encompassing the influence of social media, peer interactions, and cultural shifts. Social media platforms play a pivotal role in shaping Gen Z's wellness narratives, fostering a sense of community and encouraging the adoption of diverse wellness practices. We examine the impact of the COVID-19 pandemic, highlighting how the global health crisis has intensified Gen Z's focus on mental health, physical fitness, and overall well-being.

Furthermore, the research delves into the distinctive characteristics of Gen Z's wellness preferences, including an emphasis on sustainability, mindfulness, and inclusivity. Gen Zers exhibit a keen awareness of environmental issues, leading to the popularity of sustainable and eco-friendly wellness practices. Mindfulness, encompassing mental health practices such as meditation and stress management, is also a central component of their wellness repertoire.

This synthesizes a comprehensive understanding of the wellness obsession prevalent among Gen Z, shedding light on the interconnected nature of social, cultural, and individual factors shaping their well-being choices. The findings contribute to a nuanced comprehension of the evolving landscape of wellness trends.

INSIGTHS:

In a recent survey encompassing 2,000 adults in the United States, spanning across generations from Gen Z to baby boomers, a pronounced trend emerges – Gen Z, comprising the youngest cohort, expresses the highest degree of concern (75 percent) about health hindering their ability to fully experience life, surpassing the worry among baby boomers (63 percent).

A pivotal factor contributing to Gen Z's heightened health apprehensions is illuminated through GlobeScan's annual Healthy and Sustainable Living study. Conducted in collaboration with esteemed partners such as CVS Health, IKEA, PepsiCo, Visa, and WWF International, this comprehensive study surveyed 27,000 individuals across 27 markets to delve into sentiments surrounding healthier, sustainable lifestyles. Strikingly, the research underscores that globally, younger generations, including Gen Z, are more prone to experiencing feelings of shame about leading lifestyles deemed unhealthy and environmentally unfriendly, as compared to their older counterparts.

Furthermore, the study reveals that younger generations, inherently more cognizant of their environmental impact, exhibit a greater willingness to enact changes in their lifestyles to mitigate their carbon footprint. This inclination aligns with data from Nielsen, indicating that Gen Z, along with millennials, exhibits a proclivity for purchasing organic, natural, and products free from artificial additives.

The commitment of Gen Z towards holistic well-being extends beyond personal choices to a societal and environmental conscientiousness. They express the strongest desire among all generations to alter their lifestyles for the sake of health, environmental sustainability, and communal betterment. This inclination echoes a broader cultural shift towards mindful living.

In light of these trends, the article encourages individuals, irrespective of generation, to cultivate a partnership with a primary care physician. Dr. Jessica Ngo, an internal medicine physician, emphasizes the importance of building a lasting relationship with a trusted healthcare provider. She advocates for annual physicals or wellness checks as an effective starting point, especially as a proactive measure at the beginning of the year, aligning with the growing consciousness and proactive approach observed among Gen Z towards their health and well-being.

THE HEALTH-CONSCIOUS DEMOGRAPHIC

1. Fitness Revolution:

 Gen Z is rewriting the rulebook on staying fit, with a whopping 78% of US teens breaking a sweat at least once a week. Their rebellion against traditional vices like smoking and alcohol is steering them towards investments in diverse health avenues, creating a new era of resilience and well-being.

2. Mental Wellness in the Spotlight:

The solitude that defines Gen Z's landscape is casting a shadow on their mental health. A 37% surge in major depressive episodes since 2012 signals a cry for empathetic brand connections. Enter Huddle, a video support group app, and Frazzled Cafés, both providing safe havens for open conversations.

3. Mindfulness: Not Just a Trend, but a Necessity:

 Forget the stereotypes; Gen Z isn't just mindful; they consider it a non-negotiable for well-being. The rise of mind gyms, exemplified by Lucid Performance's mental fitness training app, reveals a generation that views health holistically, emphasizing the mind-body connection.

4. Epicurean Shift:

 Teens are ditching fashion for flavor, with 24% of their hard-earned cash now going into food rather than clothing. KFC's makeover in Hangzhou, China, swapping fried chicken for fresh juices and salads, is the delicious manifestation of a seismic shift in spending habits.

5. Next-Level Performance:

 Gen Z doesn’t just want sustenance; they crave smart fuel for optimized performance. Enter Four Sigmatic's 'mushroom coffee' brewed from adaptogenic mushrooms and LGND's energy drinks packed with nootropics—brain brews that cater to Gen Z's hunger for peak mental performance.

6. Health: More Than a Trend:

For Gen Z, health isn’t a status symbol; it's a suit of armor. Their approach to exercise isn't about flexing muscles; it's a strategic move to lower stress and boost cognition, reflecting a profound shift in priorities.

The Evolving Landscape of Wellness Dimensions and Consumer Preferences

The latest research indicates a notable trend in the realm of wellness, where traditional boundaries between dimensions are fading away. Consumers are increasingly seeking products and services that holistically address various wellness dimensions, intertwining aspects such as mindfulness, fitness, nutrition, and appearance. This paradigm shift is exemplified by brands like Alo, seamlessly expanding from yoga apparel to providing yoga, fitness, and meditation classes through the Alo Moves app. Similarly, Hum Nutrition transcends the lines between nutrition, health, and appearance, offering a diverse range of vitamins and supplements targeting mood, skin, hair, and physical attributes.

Despite a surge in consumer demand for wellness offerings, the market has become saturated, leading to a substantial increase in early-stage investments. In 2021, investments in digital health startups soared to approximately $29 billion across 730 deals, doubling the figures from the previous year. However, consumer sentiment suggests that existing products and services fall short of meeting their evolving needs. Approximately 37% of surveyed consumers expressed a desire for additional offerings in both sleep and mindfulness, with a similar demand observed across the remaining wellness dimensions.

Notably, millennials and Gen Z stand out in their quest for more tailored wellness solutions, surpassing the average consumer's demand by six to seven percentage points. Personalization emerges as a critical factor, with 49% of millennials and 37% of Gen Z expressing a strong preference for products, services, or apps utilizing personal data to customize their experiences. Various companies employ diverse approaches to personalization success. Care/of, a personalized vitamin brand, utilizes a quiz-based model to recommend products based on consumer responses. On the other hand, ZOE, a personalized-nutrition company, employs intricate personalization based on individual health markers like microbiomes or blood lipids, even offering continuous glucose monitoring for immediate and personalized feedback on dietary impact on glucose levels. This dynamic landscape underscores the ongoing evolution of wellness dimensions and the increasing importance of personalized approaches in meeting consumer expectations.

EATING HABITS

Recent studies highlight that Gen Z and millennials are leading the charge in adopting conscious eating habits, showing a particular interest in vegetarian, vegan, and environmentally aware food options. A striking 73% of Gen Z participants in a 2022 survey believe that their generation is the most concerned about the environmental impact of dietary choices. Given that 27% of global greenhouse-gas emissions originate from food and agriculture, this heightened awareness appears well-founded.

Beyond environmental concerns, our collective plate is filled with challenges such as hunger and food insecurity. In the US alone, 40 million people faced hunger in 2021, with Black and Latino households experiencing food insecurity at disproportionately higher rates. The ongoing war in Ukraine adds another layer of risk to global food stability, potentially leading to inflation, fiscal strain, and malnutrition.

On college campuses, Gen Z is not merely aware but actively driving change:

Food Cycling Initiatives:

Gen Zers are championing sustainability with a focus on "reduce, reuse, recycle" in campus dining. Universities are adopting programs, often driven by student advocacy, to minimize food waste, donate excess food to shelters, and redirect unused meal plan funds to support students in need. These efforts not only address accessibility issues (29% of four-year college students in the US report food insecurity) but also contribute to reducing the staggering one-third of global food that goes uneaten.

Embracing Alternative Proteins:

The popularity of meat alternatives is rising, with initiatives like "Meatless Mondays" gaining traction on campuses. Vegan and vegetarian options are expanding in dining halls and campus grocery stores. Given that over 50% of greenhouse-gas emissions from food and agriculture stem from animal farming, these choices align with environmental sustainability goals. Despite challenges like the high cost of lab-grown meat, projected to be a $25 billion industry by 2030, a survey indicates that 87% of those open to meat alternatives are Gen Zers.

Agricultural Advancements and Agritech:

Addressing nutritional inequities, sustainable agriculture technologies are gaining prominence. Hydroponic "farms" that grow crops vertically in limited space are emerging on campuses, contributing to efficient and sustainable food production. Gen Z students are even majoring in hydroponics, anticipating a growing market in agriculture start-ups. The agritech industry is poised to witness significant growth, potentially reaching $500 billion by the end of the decade.

In essence, Gen Z's conscientious efforts on college campuses are shaping a paradigm shift towards sustainable, secure, and equitable food systems. By fostering a culture of mindful consumption, embracing alternative proteins, and leveraging cutting-edge agricultural technologies, Gen Z is sowing the seeds for a promising and sustainable food future.

Shaping the Future of Food Consumption

As of now, Generation Z in Korea may be smaller compared to the Asian average, but their influence is set to soar, constituting about 10% of the country's population by 2025. Born between 1997 and 2010, these digital natives, accustomed to the internet from birth, wield significant influence in the market. The following trends illuminate the evolving landscape of Gen Z's food preferences and purchasing habits:

Convenience is Key

Gen Z places a premium on convenience, with 74% considering "buying everything needed under one roof" as a critical factor in decision-making. The pandemic has accelerated their shift towards e-commerce, particularly in the grocery sector. With an average daily mobile device usage of over five hours, these digital natives are reshaping how groceries are purchased, emphasizing the importance of convenience in the process.

The Rise of Experimental Eating

Korea's Gen Z population exhibits a penchant for experimenting with new foods and recipes, including a growing interest in imported and premium goods. Their preference for premium dining experiences and groceries is evident in the surge of premium grocery sales, with a notable 50% increase among consumers in their 20s and 30s at Lotte Department Store in 2021. This generation views food as a lifestyle experience, seeking exotic flavors, premium meal kits from fine-dining restaurants, and trendy liquors to showcase on social media.

Ethical and Sustainable Choices

Ethical and sustainable sourcing is a top priority for Gen Z consumers in Korea. They actively seek products that support animal welfare, avoid artificial ingredients, and promote environmentally friendly practices. While not strictly adhering to specific dietary trends, such as veganism, they strongly oppose unhygienic and cruel animal breeding environments. Gen Z's consumption choices are increasingly aligned with their values and interests, reflecting a deeper connection between their love for food and ethical considerations.