This generation is the healthiest (and the best at grocery shopping)

I’ve never understood the supposedly acerbic “health nut” stigma that’s often bowled at the current generation of consumers. Admittedly, the last decade has been defined by ebbs and flows of dietary do’s and don’ts, the editions of which are perhaps overly reported, but it’s hard to argue that health fanaticism is worse than the series of poor diet-induced, health complications currently saddling earlier generations.

A study out of WVU Healthcare and West Virginia University Health Sciences and published in Science Daily found that Baby Boomers actually have the worst health (even worse than their parents.) The researchers found that baby boomers have higher levels of hypertension, diabetes, and high cholesterol.

Product purchasing trends of the future

A new report published by researchers at College Group, which is a member-based consumer research and strategic advisory company, analyzes the way Millennial health trends are influencing dietary commerce. Eighty percent of Millennials and Generation Zers occasion fresh natural ingredients as a top priority when surveying goods.

Even more impressively 76% of Millennials and 75% of Gen Zers view environmental sustainability as a demarcating factor for brands to buy; a statistic that contributes to nearly three-quarters of both demographics citing moral reasons driving them toward specific products. In order to accommodate these precursors, just about half of Millenials and Gen Zers set aside some time to research food products before purchasing them-(only 29% of boomers report doing so.) The health indicators cited in the report are as follows:

  • Traditional Diet Watching
  • Purity Concerns
  • Health & Wholesomeness
  • Fringe Trends
  • Low Calories
  • No Artificial Flavor
  • Vitamins & Minerals
  • Paleo
  • Low Fat
  • No Artificial Color
  • Anti-Oxidant
  • Kosher
  • Low Carb
  • No MSG
  • Fiber
  • Dairy-Free
  • Low Sugar
  • No Preservatives
  • All Natural
  • Gluten-Free
  • Low Cholesterol
  • No GMO
  • Probiotic
  • Low Sodium
  • No High Fructose Corn Syrup
  • Local
  • Cruelty-Free
  • Organic

The authors add, “Millennials gravitate towards products like kombucha, chia seed, and CBD, which are trendy but also provide Millennials with a feeling that they are proactively working on themselves and their wellness.”

Millennials shop around 35% more than previous generations at places that are transparent and advertise environmental consciousness. Recently a study conducted by mobile technology company Ibotta revealed that younger generations are much more into preparing their own meals than Boomers were at their age, and even though they’re willing to shell out some extra cash for quality ingredients, they also try to practice frugality as often as they can.

Organic food is really expensive. I feel all companies should have to be organic period … we shouldn’t have an extra price tag on no antibiotics, preservatives, dyes, & other added nonsense,”  lamented one of the participants in College Group’s survey, 

So if you’re a savvy shopper, check out the list of the cheapest days to get some of the more pricey products, via Consumer Affairs

  • Avocados: 25% cheaper on Wednesday
  • Coffee: 8% cheaper on Wednesday
  • Craft beer: 14% cheaper on Thursday
  • Hot sauce: 11% cheaper on Friday/Saturday
  • Kombucha: 16% cheaper on Wednesday
  • Quinoa: 15% cheaper on Thursday
  • Rosé: 9% cheaper on Wednesday