Take Your Vitamins: How Gen Z Moves the Supplements Market
When it comes to Gen Z’s usage of vitamins and supplements there are two types of people; the first are those like me that take a basic multivitamin because a parent told them they should, and the other group are those who seek out ways to enhance their daily life and athletic performance through vitamins and dietary supplements.
“When it comes to Gen Z’s usage of vitamins and supplements there are two types of people.”
In the first group, we often don’t know anything about the benefits the vitamin has; we’re just following a regimen given to us. 39% of our associates surveyed said they don’t take vitamins or supplements because it never became a habit. Because the motivation is external, without a reminder, usage becomes inconsistent or we stop taking them all together. To ensure this group of Gen Z takes vitamins or supplements it will be beneficial to market to the caregivers because they have the desire to keep their kids healthy and the means to do so. However, that doesn’t mean it’s impossible to get them to want to make purchases on their own. Recognizing the values that Gen Z has regarding health like skin care, hair growth, sleep, digestion and their values regarding purchasing like affordability and accessibility, will be imperative. Gen Z will not spend our limited money on something that doesn’t satisfy a multiple of those values.
What Would/Do You Spend on Vitamins and Supplements Every Month?
“Gen Z will not spend our limited money on something that doesn’t satisfy multiple of those values.”
The second group that’s more intentional with what they consume will consistently take supplements like protein powder, pre-workout, and creatine. I’d always known about protein powder, but creatine and pre-workout recently gained traction among Gen Z athletes. Creatine is a substance that naturally occurs in our body and goes through a process that provides energy for muscle contractions. More and more teens are using creatine because it’s thought to increase lean muscle mass, improve strength, and aid in the recovery process during exercise. This boost helps them achieve bursts of speed and energy during high-intensity activities such as weightlifting or sprinting. Creatine can often be found in pre-workout powders, but there are usually various other ingredients like caffeine in said powders. Although I don’t personally use creatine, many people rave about how much it improves their workout and gains.
Of course, there are going to be exceptions to my two-group theory; there are some people that linger in the middle or don’t fit it into either. When the pandemic started, my friends and I (who usually fall in the group of passive vitamin consumers) became obsessed with buying Vitamin C. It’s supposed to boost the immune system so we thought it was the perfect extra layer of protection. I’m not saying that Vitamin C can prevent illness; all I know is that almost two years later and I still have yet to test positive for Covid. I also have a few friends that use supplements as “treatment” for things that would traditionally be given prescription drugs for. I use the word treatment loosely because per the FDA “It is not legal to market a dietary supplement product as a treatment or cure for a specific disease, or to alleviate the symptoms of a disease”. However, they are seeing personal improvements with symptoms of ADHD, depression, and anxiety while taking supplements. With the shocking amount of medicated children, their parents are happy because it’s more natural and less invasive than the alternative.
Why Do You Take Vitamins and Supplements?
“I’m not saying that Vitamin C can prevent illness; all I know is that almost two years later and I still have yet to test positive for Covid.”
Additionally, there are those that have never owned any sort of supplement and don’t plan on it. Some don’t think that they need any and others have unaddressed concerns that deter them from making a purchase. One reason for concern is the lack of federal law that requires dietary supplements to be proven safe to the FDA before they are marketed and released to the public. There is also no law that says the claims made by the supplement branding must be verified by the FDA. This gives the opportunity for brands to embellish, which creates a lot of uncertainty and mistrust between consumer and brand. Overall, Gen Z is similar to other generations in the sense that there are many differing patterns of behavior; vitamins and supplements are used in a variety of ways and understanding our values is key to reaching our health wallets.
The Takeaway
Gen Z uses vitamins and supplements either because their parents promote the usage, or because they are active, health conscious, and looking to improve their athletic gains. The key to reaching them is understanding what they value; athletics, wellness (skin care, hair growth, sleep, digestion) and affordability and accessibility. We have limited money and any vitamin or supplement should satisfy a multiple of those values.