How Gen Z and millennials are rewriting the rules of eating for wellness
The way people choose food is changing fast. More than ever, meals are seen as a daily tool for better health rather than just taste. This shift has led to a surge in new products, from protein-packed snacks to drinks designed for specific wellness goals.
Younger generations are driving much of this change, with many now placing wellness above other priorities.
A growing number of consumers now focus on foods that support long-term health. Instead of quick fixes, they look for balance, variety, and realistic meal options. Gut health remains a key concern, with fermented foods and fibre-rich ingredients becoming staples for digestive support. Probiotic products, often recommended by doctors, are also widely used to aid digestion.
Energy stability and immune support are other top priorities. Foods that help avoid sharp blood sugar spikes—like oats, whole-grain bread, and legumes—are increasingly popular. Shoppers also seek out items that strengthen muscles, bones, and joints, moving beyond taste to prioritise functional benefits.
The demand for transparency has grown too. Shorter ingredient lists with recognisable items build trust, as buyers distinguish between minimally processed and heavily modified foods. This trend has pushed brands to develop new products, including protein-focused snack chips and alcohol-free drinks tailored to health goals.
The shift is particularly strong among millennials and Gen Z. Research shows 30% of these groups now consider wellness more important than before, reshaping how they shop and eat.
Functional nutrition is no longer a niche interest but a mainstream focus. Brands are responding with products that align with health-driven demands, from gut-friendly foods to energy-sustaining staples. As younger consumers continue to prioritise well-being, the market for functional foods is set to keep expanding.
