Functional nutrition, longevity, gut health and metabolic wellness are major topics on social media, with new products promising benefits across categories. Based on 2015 and 2025 results, the Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February in those years, shows how preferences among 20-29- and 30‑39-year-olds have evolved towards more health‑conscious habits.
Consumers in their 30s are most likely to monitor their diet to manage weight – 41% did so in 2025, up from 37% in 2015. Reading nutrition labels has also increased across both age groups, reflecting a shift towards informed choices and expectations for transparent claims and on-pack communication.
Health awareness now extends beyond diet. While monthly exercise participation slipped from 73% in 2015 to 68% a decade later, physical activity remains important for mental and overall wellbeing. Stress-reduction activities have gained popularity, as consumers are looking to improve their wellbeing through their time outdoors, massage, yoga and meditation.
These behaviours, combined with longevity aspirations and expanding product claims, are driving vitamin and supplement use. Intake has risen in both age groups as consumers seek convenient health support. To stay competitive, brands should align with these evolving needs and prioritise clear labelling and credible, science‑backed claims.
Read our briefing, Top Five Trends in Consumer Health, for analysis and strategic recommendations on the consumer health landscape.