Which age group would you say thinks about their health the most? Is it the Baby Boomers (ages 55 to 75)? Or is it Gen X (ages 40 to 54), Millennials (ages 25 to 39) or Gen Z (ages 9 to 24)? You might think that as people get older, they become more concerned about their health. Yet, according to the New Hope Network’s 2021 Changing Consumer Survey, it’s the youngest generations that are most concerned on a day-to-day basis about their own health. Millennials (69%) said they think about their health daily, followed by Gen Z (66%), Gen X (62%) and Baby Boomers (55%) 
Furthermore, 63% of Millennials said that they are actively looking for ways to be healthier, followed by Gen Z (60%), Gen X (53%) and Baby Boomers (49%). Additionally, the survey found that younger generations are much more likely to get health information from various sources other than the traditional healthcare system.
The results are interesting, for sure. But they’re also vital to the success of grocery businesses nationwide. “Within the next 5 to 10 years, Millennials and Gen-Zers will eclipse Boomers in the size of the population and buying power,” said Eric Pierce, vice president of business insights for New Hope Network., a digital marketplace devoted to natural, organic and healthy products.
Pierce believes that attitudes about health and wellness vary significantly between the oldest and youngest shoppers. Successful businesses must be aware of these changing attitudes.
This study, and others, suggest that grocery stores have a unique opportunity to become a trusted source of healthy foods and information, especially to two generations with rapidly increasing buying power and influence and a strong desire to boost their health.
Studies have found that stores can offer several ways to encourage healthy eating habits. Succesful offerings include:
- Access to in-store workshops.
- Offering educational resources and promotions.
- Healthy product sampling.
- Good-for-you promotions such as ‘Meatless Mondays.’
- Health store displays and signage
By going beyond just offering up food, stores can be more successful in attracting and retaining shoppers.
The global pandemic certainly made all age groups more aware of their health. According to a study by Archer Daniels Midland (ADM), 18% of U.S. consumers bought their first plant-based protein products during the pandemic. And a whopping 92% of them said they would continue buying these types of products. Consumers are also increasingly interested in foods that boost their mental and gut health and those with multiple benefits to various aspects of their health.
At UNFI Professional Services, we are well-equipped to help your store deliver the healthy foods your unique customer base is looking for. We offer more than 150 customizable solutions for stores of all sizes. E-mail us at [email protected] to learn more.
