CHICAGO — New research from Circana shows that generational differences are transforming how wellness is defined, explored, and bought in food and beverage retail, creating new challenges and opportunities for retailers and manufacturers.
The study reveals that wellness priorities differ significantly by life stage. Gen Z and Millennials are drawn to functional, convenient products that suit busy lifestyles, while Gen X and Baby Boomers prioritize prevention and long-term health. These differences affect both product assortment and channel strategy: younger shoppers are more likely to find wellness products through e-commerce and social media, whereas older consumers prefer more traditional in-store shopping.
“Healthy eating is no longer a one-size-fits-all concept,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “Retailers that understand how wellness priorities shift by generation will be better positioned to meet evolving shopper expectations.”
Social media is increasingly influencing wellness discovery. Circana found that 48% of Americans have bought a product after seeing it in creator-generated content, boosting growth in categories like functional beverages and personalized hydration. For retailers, this trend highlights the importance of linking digital discovery with in-store and omnichannel strategies.
Despite ongoing economic challenges, health-conscious consumers now make up about 40% of total food and beverage sales. Demand remains highest for simple products that offer multiple benefits, while convenience and indulgence continue to shape foodservice and on-the-go occasions.
Circana stated that the findings emphasize the importance of targeted wellness strategies, as retailers shift from broad “better-for-you” messaging to more precise, generation-aware merchandising and marketing.
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