Gen Z and its unique wellness culture
By Damien Bové, founder of ADACT Medical
Identifying Gen Z
Over the last decade or so, there has been a global move towards segmenting our population into ‘generational cohorts’, each with its own specific name. We’ve all heard of The Silent Generation, Baby Boomers, Generation X, Gen Z, Millennials and the upcoming Generation Alpha – even if we don’t always fully understand what is meant. The rationale behind it is the idea that when you are born affects your attitudes, perceptions, values, health and wellness opinions and behaviours.
Characteristics and traits are often allotted to each cohort, such as Baby Boomers being competitive and committed or Millennials being confident, curious and challenging. While these separations can be useful, we also need to remember that we are all individuals. Nonetheless, there are trends that are worth noting.
Gen Z are all those born between 1997 and 2012 (currently aged 13 to 28), while Gen Y or the ‘Millennials’ are those born between 1981 and 1996 (aged 29-44). Together, they now make up about 40% of the global population and 50% of the global workforce[1]. There are more than 13 million Gen Zs in the UK[2] and they will soon surpass millennials as the most populous generation, with more than a third of the world’s population.
Observations about Gen Z
Gen Zs are often considered to be ambitious, confident, pragmatic and value-driven. They tend to value authenticity and individuality, often seeking to express themselves and stand out from the crowd.
Gen Z's approach reflects a desire for a healthier work-life balance and a focus on mental health and wellbeing. By driving the decline of the ‘hustle culture’, they may be seeking to work efficiently and avoid burnout; embracing the concept of working smarter. They are the first fully digital-native generation – they have never known a life without technology. One American psychologist dubbed them the iGen.
The Gen Z approach to health and wellness
According to McKinsey & Company’s Future of Wellness report,[3] three quarters of people in the UK (73%) consider wellness to be a top or important priority in their everyday lives and this is especially the case among Gen Z and millennials. Gen Z is increasingly focussed on health and wellness, with a growing emphasis on mental wellbeing and physical activity. Millennials and Gen Z together make up a huge chunk of health club memberships. Gen Z are avid fans of self-care, with many are gravitating to more holistic and preventative forms of care. Key areas of focus are health, sleep, nutrition, fitness, appearance and mindfulness. In one global survey, just over eight in ten Gen Zs said they are looking to improve their general well-being[4].
Gen Z is redefining the meaning of wellness and are taking their health and wellbeing into their own hands. They are looking for effective, science-backed solutions. It’s no longer a case of trying out wellness trends and products hoping for the best, but asking ‘What does the science say?’ Confident and pragmatic Gen Zs are leading the way in swerving “healthwashing” (i.e. deceptive marketing that positions a product as healthier than it really is).
Gen Zs now purchase more wellness products and services than any other generation,3 with key interests being appearance and overall health. The primary benefits they look for in foods, beverages, and supplements are to increase energy or reduce fatigue (38%), improve sleep (35%), emotional or mental health benefits (33%) and enhanced digestive or gut health (29%).1
Life expectancy in the UK continues to increase,[5] yet only an average of 80% of a person’s life is currently spent in good health, so focus has shifted toward living well for longer, and adding more quality years to life. Gen Z is leading the way for this, spending more time and money on preventive health measures.[6] Healthy ageing is no longer restricted to older adults, with younger Gen Zs also seeking preventative solutions to health issues that are typically associated with aging.
What are the growing health trends appealing to Gen Z?
Superfood - ‘mushrooms’
Fabulous fungi have been gaining traction in the wellness sector for some time. They have been associated with improving cholesterol levels, boosting heart health and supporting the human immune system. However, the roots of their health associations go back much further - there is Chinese medicinal text dating back to as early as 206 BC talking about reishi mushrooms as having anti-aging properties.
Scientists are continually uncovering the health benefits of superfood mushrooms and increased research into their functional properties has caused a spike in the consumption of mushrooms for their health benefits in recent years.
All mushrooms contain a range of nutrients including vitamins, minerals, protein, fibre and antioxidants, but the nutritional profiles between types of mushrooms differ. However, they all provide a range of health benefits from heart health to metabolic health with anti-inflammatory, antioxidant and immune enhancing benefits. Some specialty mushrooms are even being evaluated in relation to cancer. Shiitake, maitake, reishi, Lion’s Mane, Turkey Tail, cordyceps, maitake and Chaga are amongst the types of mushrooms particularly noted for their health properties. Specialty mushroom extracts are usually available in the form of a powder, often as a supplement or as a tea. Always follow the dosage instructions carefully.
Generally, specialty mushrooms such as those mentioned above are safe to take. However, if someone is taking other medications, or has any medical conditions it’s best for them to check with their GP first.
Probiotics and Psychobiotics
Probiotics are live bacteria and yeasts promoted as having various health benefits. They're usually added to yoghurts or taken as food supplements and are often described as "good" or "friendly" bacteria. Probiotics are thought to help restore the natural balance of bacteria in your gut (including your stomach and intestines) when it's been disrupted by an illness or treatment.
The bacteria in our guts influence numerous aspects of our metabolism, so having the ‘wrong’’ balance of bugs can lead to junk food cravings, blood sugar swings, and weight gain while having the ‘right’ balance can lead to less sugar cravings and higher metabolic rate[7].
A relatively new term associated with probiotics is psychobiotics and this closely aligns with the values and needs of Gen Z. Psychobiotics are a type of probiotic that can potentially lead to health benefits, particularly related to mental well-being, by interacting with the gut microbiota and the brain-gut axis. The gut and the brain are interconnected via a complex communication system called the gut-brain axis, where gut bacteria influence brain function and vice versa.
The mechanisms by which psychobiotics exert their effects are not fully understood, but they are believed to involve several pathways in the body. Psychobiotics may potentially help alleviate symptoms of anxiety, depression and other mental health conditions, and common strains associated with these benefits include Lactobacillus and Bifidobacterium.
Psychobiotics may be particularly pertinent for Gen Z. Born into a world drenched in economic inequality, climate crises, geopolitical strife, and multiple “once-in-a-lifetime” events, including the pandemic and various recessions, Gen Zs have more unmet social needs than ever[8]. Disrupted access to education, employment and healthcare have contributed to an unprecedented level of reported hopelessness and fear compared to prior generations. Social media trends also contribute to the sense of loneliness and isolation, as well as poor body image and eating disorders. Cyberbullying and online harassment are increasingly common as well. Gen Zs are more frequently diagnosed with behavioural disorders, addiction and mental health conditions compared to previous generations7.
A natural outlook
A trend that has been ongoing for some time is a move towards products with clean or natural ingredients. Although clinical effectiveness is the number one purchasing factor for health and wellness products, one in five people put natural or clean ingredients in the top spot when making a decision on hat to buy. Herbal products, which can demonstrate quality and efficacy are very appealing for Gen Z in particular. With mental health a big focus for Gen Z, we see an interest in herbal ingredients and products that can help with anxiety, gut health and stress. Some of the herbal medicines that ADACT Medical is involved in testing and evaluating include black cohosh, echinacea, milk thistle, agnus castus and passionflower.
CBD
Health trends come and go but one wellness phenomenon that shows no sign of slowing is CBD. CBD, otherwise known as cannabidiol, remains one of the hottest health topics. According to the Cannabis Trades Association U.K, there are more than 250,000 CBD users. Used for a variety of ailments from pain relief to anxiety and depression, CBD should not be confused with cannabis use. CBD is a non-psychoactive cannabinoid from the cannabis plant, whereas tetrahydrocannabinol (THC) is the psychoactive cannabinoid that creates the "high" commonly associated with marijuana use. Because CBD contains less than 0.2% of the psychoactive THC it is, therefore, legal to buy and consume in the UK. Bolstered by a growing cohort of Gen-Z consumers, who are twice as likely to use CBD than the national average, it’s no surprise that CBD uptake in the UK has grown so quickly.
We all have cannabinoid receptors in our bodies, part of a self-regulatory system called the endocannabinoid system (ECS) which aims to create homeostasis, a sort of consistent internal balance, in the body. The ECS is one of the most important physiologic systems involved in maintaining our health and balance and plays an important regulatory role in the secretion of hormones related to reproductive functions and response to stress.
The human body actually produces its own cannabinoids which have the same composition as the CBD cannabinoids from cannabis plants, therefore a CBD intake interacts with our bodies in a similar way. The sensation is similar to the "runners high" or feel-good buzz felt after physical activity because the naturally produced cannabinoids in the brain are heavily linked with euphoria and serotonin.
CBD products are growing not only in availability but also range, with several popular formats now available. Often taken sublingually, as an oil, tincture or spray absorbed via the mouth under the tongue, CBD is also popping up in food and beverages, with CBD-containing Trip becoming the UK’s fastest growing soft drinks brand in the UK. Half of Gen Zs have reportedly tried a CBD drink as an alcohol-alternative.
ADACT Medical – Who we are
ADACT Medical is an authoritative voice in a complex and highly technical health world. We are one of Europe’s largest regulatory compliance and testing specialists. We also offer a broad, and often bespoke, range of regulatory and analytical services that fulfil the demands of innovative, scientific compliance for health businesses worldwide.
Specialist testing facilities including mushrooms
One of ADACT Medical’s areas of expertise is isolating the active compounds or chemical constituents in foods and drinks, such as mushrooms, then analysing, testing and quantifying them to ensure the desired quality, potency and purity levels. We can also do botanical and herbal fingerprinting as well as testing for pesticides and heavy metals.
We offer analytical testing from our accredited state-of-the-art testing laboratory in the UK. Our ISO17025:2017 certified laboratory, we have tested more than 23,136 products for more than 320 clients. We do analytical testing across many categories with appeal for Gen Z:
botanicals including mushrooms Lion’s Mane (Hericium erinaceus); Red Reishi (Ganoderma lucidum); Shiitake (Lentinula edodes); Chaga (Inonotus obliquus); Cordyceps (Cordyceps sinensis); Turkey Tail (Trametes versicolor) and Maitake (Grifola frondose)
herbal medicines including black cohosh, echinacea, milk thistle, agnus castus and passionflower
CBD – supplements, CBD infused food and Novel Food drinks
vitamins and minerals
smoking cessation products – vapes.
ADACT Medical – What makes us ‘tick’
ADACT Medical is passionate about the benefits of complementary medicine including botanicals and herbal medicines and the role they can play in consumer health and self-care needs. The Medicines and Healthcare products Regulatory Agency (MHRA) has rigorous quality standards but ADACT Medical agrees that quality and safety have to remain fundamental and this is where ADACT Medical comes in.
We are proud of our 20 years’ experience with pharmaceuticals, biotechnology, medical devices, herbal medicines, vitamin and mineral supplements and smoking cessation. We bring affordable, high-quality science and services to companies, big and small, so they can grow their businesses and brands in the confidence that they are creating the best. As a team, we believe passionately in consumer safety and that underpins everything we do.
[1] Allianz Thematica: GenWell - a new theme
[2] UK Gen Z population 2023 | Statista
[3] The top wellness trends in 2024 | McKinsey
[5] corporate.hollandandbarrett.com/news/13-11-2024/#_ftn1
[6] corporate.hollandandbarrett.com/news/13-11-2024/#_ftn2
[7] Healthline. Data on file.