Stress and sleep are the top priorities for the next generation of consumers, and they have a growing appetite for supplements that can support them,according to latest market insights.<\/p>\n\n\n\n
Ahead of her on-stage appearance at Probiota Dublin next month, Ewa Hudson, Director of Insights at Lumina Intelligence, provided a sneak peak into some of the platform\u2019s hot-off-the-press data related to consumers aged 18-30.<\/p>\n\n\n\n
The provider\u2019s newest dataset comes from an online consumer survey carried out in January 2026 for Nutralngredients+, with a sample size of 3,000 respondents from across the UK, US and China.<\/p>\n\n\n\n
The data reveals the wellness priorities, purchase habits, and supplement decisions of consumers, with one headline discovery being that the top two health priorities for this audience are mental health and sleep.<\/p>\n\n\n\n
The two were followed by energy, healthspan, weight, gut health,hormonal balance, and muscle fitness.<\/p>\n\n\n\n
\u201cMental health will be a very important challenge to tackle overall for that generation. This generation of consumers are suffering more than they should,\u201d Hudson said.<\/p>\n\n\n\n
Zooming in on specific health targets, the data reveals stress and anxiety were chosen as key mind health priorities by 51% and 48% of respondents, respectively.<\/p>\n\n\n\n
These were closely followed by sleeping difficulty (36%), depression(34%) and feeling overwhelmed (29%).<\/p>\n\n\n\n
In fact, 85% of the those surveyed said they felt \u2018almost always\u2019, \u2018often\u2019,or \u2018sometimes\u2019 stressed out or anxious.<\/p>\n\n\n\n
The data covers highly actionable insights with questions the industry needs to know, including: \u2018Where do you get your supplement information?, \u2018What would make you more likely to try a new supplement?, and \u2018Which supplement format do you prefer?\u2019<\/p>\n\n\n\n
When asked what wellness habits they practice, 45% listed \u2018daily walks\u2019 as something embedded into their habits, while 39% chose gaming and e-sports as a daily wellness activity.<\/p>\n\n\n\n
However, a notable 81% of respondents said they took at least one functional food, drink or supplement for stress, mood or cognitive support.<\/p>\n\n\n\n
\u201cThe reliance of young consumers on functional foods, beverages and supplements to boost mood, enhance cognition or reduce stress is striking \u2013 especially for an age group that typically has limited disposable income,\u201d said Hudson.<\/p>\n\n\n\n
\u201cUsage rises even further, reaching 88% among those who are financially independent.\u201d<\/p>\n\n\n\n
She further noted a strong uptake of B vitamins and rapidly growing interest in botanicals and mushrooms as consumers get older.<\/p>\n\n\n\n
The platform unpacks what specific functional ingredients the participants took in order to support their cognitive health, mood, sleep,stress and anxiety.<\/p>\n\n\n\n
Vitamin D was the supplement of choice for 55% of respondents prioritising mood support, followed by probiotics (33%), omega-3 and magnesium (24% and 23%, respectively).<\/p>\n\n\n\n
Overall, probiotics were ranked as the third supplement of choice to tackle the whole spectrum of mood, cognitive, sleep and stress concerns, behind vitamin D and caffeine, in front of more well-known cognitive health bioactives such as B-complex, magnesium, melatonin and omega-3.<\/p>\n\n\n\n
Lumina\u2019s actional data insights further unveil consumers\u2019 main hormonal and gut health challenges and concerns, and the lifestyle changes and supplements they choose to support these.<\/p>\n\n\n\n
What\u2019s more, it reveals the popularity of GLP-1 medications and associated GI-related side effects, revealing how many consumers have used these and their struggles on the journey, with these insights broken down by age group and geography.<\/p>\n\n\n\n
\u201cThere is no doubt that Gen Z is re-writing the wellness rulebook.Whether diagnosed or undiagnosed, they report and tackle numerous mental-health, hormonal and weight-related challenges \u2013 and Lumina\u2019s data shows that gut health sits right at the centre of it,\u201d Hudson said.<\/p>\n\n\n\n
\nOriginal Author:[By Nikki Hancocks]
Source:[Nutrangredients-https:\/\/www.nutraingredients.com\/Article\/2026\/01\/30\/getting-inside-gen-zs-head-data-spotlights-stress-and-sleep-struggles\/]<\/p>\n\n\n\nThis article is shared for informational and educational purposes only and does not represent the views of our brand. If there are any copyright concerns, please contact us and we will address them promptly.<\/p>\n<\/blockquote>\n\n\n\n
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