From Boomers to Zoomers: A look at the generations
Nutrition & Wellbeing
Millennials, Boomers, Zoomers, Gen X, Y, Z – you’ve heard these generational terms, but what do they mean? In this article, we give you a general overview of the four main generations today.
The generation you are born into defines more than just your age; it inevitably shapes parts of your identity as well. For example, the Millennial generation grew up in the 1980s and 1990s, during the Information Age, which means they are used to getting information quickly and conveniently. Gen X grew up in the 1960s and 1970s with both parents working (something previous generations hadn’t experienced) and thus became extremely resourceful and independent because they were often home alone.
Below, we take a look at the four major generations of today: Gen Z, Millennials, Gen X, and Boomers. We provide an overview of their characteristics, health needs, and what they look for in dietary supplements.
179 million people in Europe (22% of the total population aged 25+)* Over 70% used supplements in the past 12 months**
Named because they were born in the post-war baby boom, people in this generation are reaching retirement age. However, unlike their parents before them, most Boomers are choosing to continue working rather than settling into traditional no-work retirement. Because of this, Boomers live an active lifestyle full of family, friends and work commitments. They are more concerned with
and maintaining their energy than their parents were at their age.
172 million people in Europe (21% of the total population aged 25+)* Over 70% used supplements in the past 12 months**
Gen X is often called the “middle child” generation because it is sandwiched between the older Boomers and younger Millennials. This generation was the first to see a rise in working mothers, and thus, as kids, they spent more time
of themselves than previous generations. This turned them into a fiercely independent and resourceful bunch, who are more likely to fix something themselves rather than call for help. Gen X also saw a rise in diet and exercise fads. They are concerned with ageing well, staying active and clean eating (less carbs, fat and gluten).
172 million people in Europe (21% of the total population aged 25+)* Over 80% used supplements in the past 12 months**
The second-largest generation around today, Millennials grew up with the internet. Tech-savvy, they are one of the first generations to enter the workforce knowing more about new technology than many senior coworkers. Millennials have had a hard time getting a firm grasp on a career path due to a combination of Boomers not retiring and the global financial crisis of 2008. Because of this, many Millennials are active with one or two jobs plus “side hustles”, such as selling crafts, online coaching, freelance work, etc. When it comes to purchasing, Millennials are more concerned with convenience and saving money. They want brands that offer maximum convenience at the lowest cost.
Main health concerns: More related to overall well-being and immunity, such as relief from stress, tiredness and fatigue. They have a strong focus on a healthy appearance. In comparison with Gen X and Boomers, they actively look for alternative formats that are effective, tasty and convenient, such as gummies, enriched drinks or fast-melting powders.
They prefer products like Nutrilite™ Less Stress More Yes, Nutrilite™ Immuno or Nutrilite™ Be Focused. Millennial women are also at an age where they are considering motherhood or are mothers already and may benefit from
Gen Z (1997–2012)
138 million people in Europe (16% of the total population aged 25+)* Over 78% used supplements in the past 12 months**
As the youngest generation in this article, most Gen Zers (also called “Zoomers”) are just starting to enter the workforce. They are very active in social and environmental issues. Like Millennials, Gen Z is incredibly tech-savvy and are likely to be able to fix their own laptop rather than taking it to a repair shop. They are more racially and ethnically diverse than any previous generation, and they are on their way to being the most educated, too. Because of this, Gen Z does not like to be subjected to too much information (i.e., “info dumps”). Instead, they want to know only what’s most important.
Main health concerns: Mental health and sleep problems are their top priorities. They are concerned about how their health and diet impact both. They are looking for products that have a fast effect and appealing format, such as supplement gummies.
*Euromonitor International, 2020, base = total European population 20 yrs+ **Ipsos, 2020, 6 European countries, Turkey & Australia