The way consumers view wellness is shifting, reshaping purchasing decisions across all age groups, and challenging brands and retailers, like c-stores, to adapt their strategies.
These are findings from Chicago-based market research firm Circana’s new research on how generational shifts are redefining the wellness economy.
The definition of a healthy lifestyle varies dramatically by life stage, Circana said. Younger consumers prioritize functional, convenient options, while older households focus on preventative care.
This creates a divergence in shopping behaviors—Generation Z and millennials explore varied channels, like e-commerce, while baby boomers and Gen Xers have more established patterns, Circana found. Baby boomers still drive the largest share of food and beverage dollars.
“To succeed in today's market, brands must recognize that healthy eating is no longer a one-size-fits-all concept,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “From the functional needs of younger consumers to the preventive focus of mature households, understanding these generational shifts is critical for manufacturers and retailers aiming to meet evolving wellness priorities.”
How social media affects purchasing decisions
Social media is a primary engine for wellness discovery, especially for younger demographics, Circana said.
Its study found 48% of Americans have purchased a product they saw in creator-generated content. This trend is largely driven by Gen Z and millennials and has fueled the rise of functional beverages and personalized hydration solutions.
Convenience, indulgence remain key drivers for foodservice decisions
The health-minded consumer segment is expanding, now accounting for 40% of all food and beverage sales, Circana said. But the influence of wellness varies by occasion.
Convenience and indulgence remain key drivers for foodservice decisions, Circana said, even as they also want nutritious foods to support their health.
Consumers want products to offer multiple benefits—like energy, immunity support and stress relief in a single item, according to the report.
A recent report from CSP's sister research firm Technomic said c-stores for years were the go-to spot for indulgent foodservice items, like doughnuts and frozen beverages. But c-stores have recognized the growing demand for better-for-you products, with 74% now agreeing that better-for-you foodservice offerings boost their ability to compete with other c-stores and quick-service restaurants, Technomic said.
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