Consumers are consistently prioritizing healthy foods and beverages, but their preferences vary depending on generational and life-stage differences, according to a new report by Circana.
The data analytics firm’s report and webinar “Generations’ Quest for Healthier Lives” breaks down these generational demographic preferences, revealing opportunities for food manufacturers.
About 40% of consumers today are searching for foods that better align with their wellness goals, driving more than $700 billion in annual food and beverage and foodservice sales, according to Sally Lyons Wyatt, Circana’s global EVP and chief advisor of CPG and Foodservice.
They prioritize wellness goals over price and convenience, leaning toward fresh foods with nutritional benefits and avoiding processed options, she said.
“Healthy eating looks different across generations, and that creates real opportunities for brands and retailers to meet diverse needs for younger adults, especially Gen Z and Millennials. Wellness goals are often focused on staying healthy, living longer and feeling or looking better,” Lyons Wyatt said. “As we move to Gen X and Boomers, we see a notable increase in managing health or medical conditions, maintaining weight and prioritizing digestive health.”
Fiber still matters
Fiber might have taken a backseat to protein for consumers and food manufacturers in recent years, but Circana said foods that are naturally high in fiber, such as fruits and vegetables, and those that make fiber claims remain popular across generations.
“Fiber is often overshadowed by protein, but it is increasingly gaining attention as something that many folks aren’t getting enough of in their diet,” said Brooks Berrodin, Circana foodservice thought leadership analyst.
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Whole Foods Market said in its 2026 trends report that more products, such as pastas, breads, crackers and bars, are surfacing with fiber benefit claims.
“Roots like cassava and chicory are regulars on ingredient panels of prebiotic beverages, and konjac is a fibrous favorite in plant-based, ready-to-eat meals,” the grocery retailer said. “Meanwhile, pantry staples like oats are the star of up-and-coming products, which tout the ingredient for being rich in prebiotic fiber and easy on the gut. It’s safe to say these fiber finds aren’t just for your grandparents anymore.”
Sales of products claiming fiber benefits are up 8% year over year, and that growth is driven almost entirely by younger consumers, Berrodin said.
Food manufacturers could seize on this trend by looking closer at the generational breakdown on consumer preference, he explained.
Fruits and vegetables are growing in popularity across all generations, but some produce options known to contain high fibers are popular with younger consumers but less so with older generations, he said.
Unit sales for carrots and pears grew 31% and 15%, respectively, year over year for Gen Z shoppers. Meanwhile, unit growth for carrots and pears was at 1% and -8% for Boomers, the study found.
| Product | Gen Z | Millennials | Gen X | Boomers |
|---|---|---|---|---|
| Broccoli | 27% | 4% | 0.4% | 1% |
| Brussels sprouts | NA | -4% | -5% | -8% |
| Carrots | 31% | 4% | 0% | 1% |
| Beets | NA | 15% | 35% | 25% |
| Raspberries | 39% | 8% | 5% | 3% |
| Pears | 15% | -7% | -4% | -8% |
| Apples | 31% | 6% | 2% | 12% |
| Bananas | 17% | 6% | 6% | 7% |
| Avocados | 21% | 4% | 2% | 7% |
| Unit sales share | 3% | 30% | 30% | 33% |
| Fiber claims (high/source/more) | 32% | 16% | 1% | 2% |
Data provided by Circana
These discrepancies could mean opportunities for producers, according to Berrodin. “There may be an awareness gap between which products are high in fiber and the knowledge consumers have of the fiber levels,” he said.
Cooking challenge for Millennials and Gen Z
While Gen Z and Millennial consumers are focused on healthy eating, they find cooking to be a challenge, according to the report.
“Younger consumers, especially Gen Z and Millennial, are looking for solutions that help fill the gaps in their cooking and meal preparation skills,” Lyons Wyatt said.
These two demographics “get bored” preparing the same dishes and often struggle to stock their kitchens with the ingredients necessary to cook.
“Some don’t even enjoy cooking and are hesitant to try new recipes because they worry about the results,” Lyons Wyatt said.
Younger consumers struggle to follow recipes at a greater rate than their Gen X and Boomer counterparts, and they agree that more involved meal preparation is not worth the cleanup, the report found.
The search for healthy food and beverage options without the hassle of cooking poses opportunities for brands and retailers positioned to “offer easy, confidence-boosting meal solutions, simple recipes and products that make healthy, great-tasting meals more accessible for younger generations,” Lyons Wyatt said.
Mood foods are here
Savvy food manufacturers also are capitalizing on so-called “mood foods” designed to support specific emotional or physical states, according to Lyons Wyatt.
“Well-being isn’t just about eating healthy. It’s also about having experiences and moments that bring joy,” she said.
More than a third (35%) of all consumers say chocolate candy supports their mental well-being, and 31% say the same about non-chocolate treats, according to Lyons Wyatt.
“This effect is even stronger among younger adults, with over 40% of 18- to 24-year-olds reporting that treats help boost their mood,” she said. “Food and beverages play a meaningful role in emotional health, and treat-driven occasions are very important in the wellness landscape.”
Circana said functional and benefit-led messaging is attracting shoppers. Among their top picks for breakout mood-food products are:
- Legendary Foods protein snacks
- Premier Protein frozen pancakes
- Alive sparking adaptogen drinks
- Core Hydration+, a nutrient enhanced water with fruit extracts
- Grains Almighty bread, which offers plant proteins and gut health
- Goodles better-for-you mac and cheese
- Force Factor Modern Mushroom chews
