The 2016 Health & Wellness Study examines consumer spending preferences for nutritional supplements, personal care and healthy grocery products among Millennials, Gen X and Boomers. The study looks at category engagement, drivers of channel selection and, the potential for subscription services, as well as the success factors for private-label products. Selected highlights:

  • While some H&W categories are more “mature” in terms of generational penetration there appears to be significant opportunity to bring Gen Xers and Boomers into more complex categories such as functional beverages and sports nutrition
  • Traditional grocery and mass merchants continue to be main channels for food & beverage, while nutritional supplements and personal care must employ a broader channel strategy
  • Convenience plays a more significant role in shopping channel selection for food & beverage consumers than other categories
  • Millennials and Gen X consumers are far more likely to purchase subscriptions, especially for skin care products, compared to Boomers

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