Why Millennials and Gen Z Are Choosing Functional Foods Over Supplements: Insights from The Food Institute

Millennials and Gen Z are changing the way we think about nutrition. A recent survey by SPINS reveals they prefer functional foods over traditional supplements. Instead of taking pills, these generations want their nutrition seamlessly mixed into drinks and snacks. Think energy drinks fortified with protein or fiber-rich pancakes.

“Younger generations are all about convenience,” says Isabel Garza, a registered dietitian at Iris Nutrition. “They want snacks and beverages that fit right into their daily routines.” This shift towards functional foods is making nutrition feel more approachable.

Garza notes, “For many, pulling out a pill bottle feels clinical. Having a coffee or snack that offers health benefits feels more natural.”

The SPINS survey showed that 40% of Millennials and Gen Z are following specific diets—like high-protein or gluten-free. These young adults are skipping artificial ingredients and opting for more wholesome choices. They are also drawn to natural grocery stores and farmers’ markets, proving they value quality and sustainability.

Interestingly, while all shoppers look at prices, younger consumers tend to focus on total costs rather than unit prices. They often choose house brands for pantry staples, saving their budgets for pricier wellness products that promise transparency and social proof.

Garza explains that Gen Z’s savvy shopping is influenced heavily by social media. They want to understand each ingredient’s purpose and how it benefits them. Recent data shows that 77% of young adults research a product online before buying, highlighting their emphasis on informed choices.

Where is this trend heading? Garza predicts a move towards more specialized functional foods. “I think we’ll see products targeting specific needs—like stress resilience or menstrual health—rather than broad wellness claims,” she says. The idea is that health is personal, and products need to match individual needs.

This evolving approach to nutrition reflects broader trends where well-being is integrated into daily life. With young adults leading the way, functional foods are not just a health trend—they’re becoming a lifestyle.

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