Although health and wellness are viewed more holistically in general, there are notable differences among generations that affect how products are brought to market and sold.

Younger Gen Z and millennial consumers have demonstrated their keen interest in holistic well-being by prioritizing mental health, sustainability, and authenticity. Circana’s insights confirm that these consumers are influenced and often educated by social media platforms and seek transparency from brands and retailers as they practice preventive self-care. The older Gen X cohort also has a broader mindset toward health and wellness compared to their previous outlook, balancing family health and personal needs and looking for convenience, credible information, and seamless digital-to-physical experiences. As one might expect, longevity and proactive management of chronic conditions are especially important to boomers. Circana’s research affirms that this cohort appreciates clinical efficacy, prefers in-store shopping, and looks for solutions to promote overall cognitive function, mood and memory. Ultimately, each of these generational groups requires solutions and communication strategies supported by robust consumer insights that cover both sentiment and purchases.

Broadening definitions of health and wellness open up avenues for innovation. Brands can succeed by developing and promoting products that address specific needs within the holistic health spectrum, whether it’s a desire for better sleep, an emphasis on improved cognitive function, an embrace of the “food as medicine” mindset or another personal goal. Brands and retailers can leverage harmonized insights based on both attitudes and purchase behaviors to determine such pockets of opportunity and innovation.

Health and wellness are inherently personal and, fortunately, so is data in today’s market. Consumers want – and increasingly expect – to discover products that are tailored to their needs, whether it’s gut-health offerings or personalized supplements, CPGs and retailers can take action on granular, often-individualized insights to learn more about current and potential consumers and develop relevant products and services.

The desire for customized products is also leading to new business models across the omnichannel. Direct-to-customer offerings, for example, resonate with people who appreciate individualized wellness solutions that include targeted meal plans, recommended vitamins, and more. Although more channels mean greater competition, they also provide opportunities to stand out with unique products and value propositions.

To that point, the integration of physical and digital channels is crucial in reaching consumers where they are when it comes to their health and wellness preferences. Increasingly savvy consumers do their research online, engage with brands across multiple platforms, and purchase both in-store and online.

Creating a seamless customer journey is based on data-informed decisions. In today’s omnichannel market, integrated strategies that include a mix of e-commerce, social channels, and in-store promotions drive influence and, ultimately, conversion. Retailers, for their part, can strike the right balance by providing relevant products, expanding their health-related services, fostering community connections, and investing in digital experiences like AI-powered chat.

Transparency is crucial in the broad health and wellness landscape and is especially demanded by younger consumers. Brands and retailers can use data encompassing supply chain, assortment, price, promotions, and media to target communications to certain audiences for both educational and promotional purposes. Those audiences may include generational cohorts or consumer segments who may be seeking tailored solutions addressing specific health issues. If today’s audiences are narrower, messages should be tightly focused and supported by the most relevant information.