The U.S. well being and wellness market is huge, but it surely isn’t homogenous. There are lots of totally different segments that make up the North American client base, together with age-dependent demographics. These are sometimes damaged down into 4 teams of grownup customers (from youngest to oldest): Technology Z, Millennials, Technology X, and Child Boomers.
Many well being and wellness merchandise goal particular segments. It’s vital to grasp what resonates with each and how one can tailor your press releases, on-site content material, social posts, and different advertising property towards your focused age demographic.
Let’s briefly have a look at these teams to higher perceive what makes them tick and the way nutraceutical and wellness manufacturers can attempt to join.
Gen Z and Millennials: Authenticity and Digital Adaptation
Youthful generations have just a few sturdy parts which have formed their values and behaviors as customers for years. One in all these is authenticity.
Market analysis firm Vox Pops Worldwide reported in the summertime of 2025 that 63% of customers prioritize authenticity, whereas Millennials are “at present essentially the most loyal model era.” When a model communicates authentically (i.e., truthfully and transparently), it resonates with youthful customers.
Gen Z is comparable. PwC reported that this youngest era of grownup customers is the most certainly to prioritize well being and wellness as high components when making vacation purchases for the 2025 vacation season. They’re additionally extra prone to learn labels on merchandise.
Digital adaptation is vital for Gen Z and Millennials, as nicely. As an example, PwC additionally discovered that many of those youthful customers plan on utilizing AI to provide you with present concepts and make journey suggestions throughout end-of-year festivities.
What This Means for Well being and Wellness Manufacturers
Youthful customers are centered on fact. Model loyalty comes from genuine messaging that resonates with them on a private stage.
Advertising and marketing collateral ought to be formed round messages that resonate with ache factors, construct belief, and set up long-term, loyalty-based buyer retention. They need to additionally lean closely on digital communication strategies.
Gen X and Boomers: Experience and Longevity
Gen X and Boomers signify the previous guard of client age demographics. They’re of their mid-40s and older and have lived as adults for many years.
This life expertise provides them a pure concentrate on and want for experience. An awesome instance of it is a 2024 report from Natixis Funding Managers that discovered 91% of Gen Xers belief their monetary advisors as a lot as themselves — and greater than their household or shut buddies.
Their older age additionally means these demographics usually tend to prioritize longevity and preventative well being options. As an example, McKinsey discovered 60% of customers think about it “very” or “extraordinarily” vital to focus wellness product purchases on longevity and wholesome growing old. Whereas this focus was even throughout all generations, in 2025, Boomers nonetheless maintain a really massive share of whole U.S. family wealth — and Gen Xers, whereas a distant second, nonetheless skew the general share even additional towards older generations. In different phrases, they’re prioritizing and have the assets to put money into proactive self-care, particularly the need to dwell longer.
What This Means for Well being and Wellness Manufacturers
In relation to advertising to older demographics, it’s vital to recollect the cynicism issue. Don’t assume belief. Earn it.
As an example, the necessity for belief means older generations don’t are inclined to hearken to monetary media as overtly and are skeptical of social media and algorithm-driven recommendation. As a substitute, lean on issues like press releases and whitepapers with attributed quotes from accredited people.
Unlocking Development Via Generational Segmentation
Age-based advertising is a robust means to assist your promotional messages resonate. Think about every group you’re making an attempt to succeed in after which tailor your content material to fulfill them the place they’re, construct belief, and set up long-term relationships.If you’re struggling to create a significant advertising technique within the U.S., our staff of specialists at TruLife Distribution may also help. We are able to accomplice with you to offer a greater understanding of the American market, create a advertising and distribution roadmap, after which put that plan into motion. Attain out for a free session as we speak, and collectively, we may also help your well being and wellness model thrive within the U.S. market.
