Health and Wellness Consumer Trends in America

GP – General Population U.S. Adults

iGen – born 1998 to 2001 (Ages 18-22)

Millennials – born 1977 to 1997 (Ages 23-43)

Young Millennials – born 1991 to 1997 (Ages 23-29)

Older Millennials – born 1977 to 1990 (Ages 30-43)

Gen X – born 1965 to 1976 (Ages 44-55)

Boomers – born 1946 to 1964 (Ages 56-74)

Matures – born 1900- to 945 (Ages 75+)

Child <18 in HH – there is a child under the age of 18 yrs old in the household

No child <18 in HH – there is no child under the age of 18 yrs old in the household

Heart Disease Mgr – consumers who are managing heart disease

Arthritis/Joint Mgr – consumers who are managing arthritis or joint issues

Immunity Mgr – consumers who are managing/treating cold/flu or need to boost immunity

Energy Mgr – consumers who are managing/treating lack of energy/fatigue

Sleep Mgr – consumers who are currently managing/treating sleeplessness/sleep disorders

Stress/anxiety Mgr – consumers who are currently managing/treating stress/anxiety

Meat Avoiders – consumers whose diet is vegan, vegetarian, or do not eat red meat of poultry

Organic Food/Bev User – have used organic foods/beverages in past 3 months

Fair Trade Food/Bev User – have used fair trade foods/beverages in past 3 months

Non-GMO Food User – have used non-GMO food/beverages in past year

Sustainable Meat User – have used sustainable meat in past year

Low/no Sugar User – have used low sugar/sugar-free foods/beverages in past year

Plant-based Meat User – have used plant-based meat in past year

Plant-based Dairy User – have used plant-based dairy products in past year

Non-dairy Milk User – have used non-dairy milk in past year

Organic User – have used organic produce, packaged foods, beverages, milk, dairy, store brand organics in past year

Shoppers – consumers who shop in the particular retail store on a regular and consistent basis

Brand Users – have used the specific brand in the past 12 months