Every generation has its distinctive collective personality and characteristics. Successful new product development hinges on knowing who the consumer is, what drives purchases and use, how they live, what they deem important, and what they seek to live their fullest, best lives.

The newest generation of adults, Generation Z (“Zoomers”) born between 1995 and 2010 are asserting themselves in ways that differ from the immediate previous generation, Millennials.

Zoomers are nostalgic for a past their parents lived in, according to McKinsey research. Yearning for a simpler, happier time, Zoomers are diving into 90s and early ought’s music and fashion. Top TikTok hashtags are #nostalgia and #Y2K. The mindset is “it is impossible to grow up in today’s economy.” They hold the least positive outlook on life compared to older generations and turn to what they perceive as the “good old days” for comfort.

Gen Z are the first digital natives and grew up with the internet. As such, according to another McKinsey article, “they are extremely online,” traversing the internet for news, opinions from influencers, friendship, and shopping. When making purchases, they prefer to read all about it – taking in reviews and watching user-generated videos that sway their purchase behavior. This is known as curating their online selves. The report aptly describes how Zoomers go about this: “They are more likely to turn to trends of anonymity, more personalized feeds, and a smaller online presence, even as they voraciously consume media online. Gen Zers flock to corners of the internet where they can discuss their passions and interests with those who share them.”

Additionally, Zoomers are characterized as idealistic and are part of a new category of “inclusive consumers” who tend to be socially progressive. Activism is important for this cohort, they want to adhere to rigorous green and sustainable practices and will consume products that do the same in their quest to help stop climate change.

June Jo Lee, a food ethnographer, described Gen Z as “mixed and hyphenated—not only their ethnic identity—but they’re also open, hybrid, nonbinary, queer by default, exploring who they are. They have fluid and creative identities.”

An article based on 2023 Axios research finds that an increasing number of Gen Z is embracing “the early bird lifestyle,” practicing healthier habits, such as mindful sleep hygiene. The article quotes a 29-year-old Zoomer who prioritizes sleep and knows that getting to sleep early means a more productive next day.

Related to sleep are feelings of stress, and Zoomers are more stressed out than other generations were their late teens and 20s. The American Psychological Association’s annual Stress in America report finds that an overwhelming 91% of Zoomers said they felt physical or emotional symptoms associated with stress.

Zoomers and Millennials spend more on health and wellness than other consumers, and 56% of Gen Z consider fitness a “very high priority. As shoppers, Zoomers view consumption as access not ownership, and prioritize ease of use and convenience. They choose brands with a powerful story and purpose that they can relate to and support, such as those that follow green practices. They also grew up as natural and organic products began to make inroads into the mainstream in stores and online.

Additionally, when choosing supplements and other wellness-promoting products, the most important factors for Gen Z are efficacy and scientific credibility.

Nutri-Solutions for Gen Z

Nutriventia is a supplier that perfectly suits Zoomers, with ingredients that fulfill their needs and values. By embracing the synergy of nature, science, and technology, Nutriventia is dedicated to pioneering transformative products that contribute to the well-being and health of Zoomers (and others).

Our stable of ingredients relate well to Gen Z:

CaffXtend® is the ultimate multitasker. This extended-release caffeine provides a full 12 hours of manageable energy without jitters or a crash. It allows for the “good” energy to sustain throughout the day to kill it at work and enjoy home life with enthusiasm.

TurmXTRA™ 60N is an extraordinary healer and vanquisher of rogue inflammation. Sore muscles after vigorous workouts can be diminished with TurmXTRA, a one-and-done turmeric clinically validated to reduce delayed onset muscle soreness and support joint comfort.

C-Fence is the ultimate protector. Vitamin C is known as the “immune-support vitamin,” and a single dose of C-Fence daily optimizes the power of C for 24 hours.

Prolanza™ is the soother, the comfort zone. Our root-only ashwagandha contains 20 withanolides, making it a potent cortisol reducer, which results in improved chill-ability in only one dose.

Melotime™ supports sweet dreams by lulling the mind and body to sleep quickly and ensuring slumber lasts for 8 hours. A bonus is awakening fresh and ready to seize the day ahead.

Gummies – still growing in popularity and demand – are our specialty. And, according to one article, Zoomers are leading in the gummy vitamin stakes.

Nutriventia was born in tech and thrives in science so today’s consumers can take advantage of opportunities to curate their health regimens.