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).