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Holistic Health Goals Vary by Age

Innova Market Insights notes generational differences of ‘healthy living.’

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By: Sean Moloughney

Editor, Nutraceuticals World

Seven in 10 U.S. gen Z consumers say they have increased their physical activity in order to improve their health and well-being, according to new research conducted by Innova Market Insights which highlights key differences in the ways in which specific age groups approach this issue.
 
Younger consumers are tending to adopt a more holistic view of health, according to the 2018 U.S. consumer survey. At the other end of the age range, however, baby boomers are more focused on healthy aging; 52% of U.S. boomers have made changes to their diet to improve their health and well-being.
 
Consumers in the central age groups are more inclined to consider mental as well as physical well-being. Younger U.S. millennials are focused on balancing body and mind, with 53% seeking to increase their “happiness.” This group is a strong target for foods that can deliver health and indulgence at the same time.
 
For older U.S. gen X consumers, mental health is even more important; 55% are taking steps to improve their mental and emotional well-being.
 
“Healthier formulation is a long-standing focus for food and beverage innovators,” said Lu Ann Williams of Innova Market Insights, “but there is now much more to consider under the umbrella of health and well-being, and it is essential for brand owners to understand the lifestyles and attitudes of their target audience.”

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