Driven by Generation X

Seeking to maintain a high quality of life, Generation X – born between 1965 & 1981 – are becoming more health focused as they age. They are particularly interested in natural, nutritious food and drink solutions to maintain, strengthen or improve their physical and mental health.

56% of Global Generation X consumers agree that general health concerns influence what they choose to eat and drink, versus 53% of all generations combined (source: Foresight Factory, 2020 May).

While the Gen X generation is driving this trend, it is not just them who are affected. Gen Xers have a lot of influence on Generation Z (their kids) and Baby Boomers and the silent generation (their parents).

This chart shows the increased importance of changes in their diet to improve heart health rather than taking medication. In 2021, 40% of consumers say they changed their diet in the past year to improve their heart health vs only 7% that used prescribed medication.

1 - Chobani® Complete (USA).

Advanced, lactose-free yogurt that solves the nutrition puzzle, available in multiple flavors. 

_{Image credits: www.chobani.com}

3 - EGA (Singapore).

Sunshine juice helps to decrease LDL cholesterol & improve the heart health. Contains Orange Juice, Turmeric, Ginger.

_{Image credits: ega.sg}