UK Gen Z Consumer Analysis and Trends
- Modern dating frustrations are leading 63% of single Gen Zers to prioritise self-care over finding a romantic partner. This shift highlights a growing focus on wellbeing, friendships, and self-development, with Gen Z investing more in themselves than in traditional relationship pursuits.
- The rise of misinformation on social media is a significant concern, with 63% of Gen Z admitting to being misled in the past. This has fuelled a broader wave of consumer distrust, increasing scepticism towards brand content, AI usage, and customer reviews, posing challenges for brands to build and maintain trust.
- Gen Z place the highest importance on being in good health, adopting a holistic approach to wellbeing. This creates opportunities for brands across industries to align with their wellness goals and offer products or services that support physical, mental, and emotional health.
- Community-driven wellness experiences resonate strongly with Gen Z, as they seek meaningful connections and shared wellbeing journeys. Brands that foster a sense of belonging and collaboration in their wellness offerings can effectively engage this audience.
- Wellness-focused travel is another area of strong appeal for Gen Z, combining their desire for self-care with exploration. Brands that offer travel experiences centred on relaxation, rejuvenation, and holistic health can tap into this growing trend.
Key Topics Analysed in the Report
- Gen Z priorities for the next year and what they value most in life, with a focus on friendships and wellness.
- How the rise of misinformation impacts Gen Z, including the news sources they trust, and how they check accuracy of these sources.
- Gen Z’s approach towards dating, including the prioritisation of self-care and dating app frustrations.
- How Gen Z perceive brand authenticity, including the importance of transparency, honesty and human connection.
| Report Attributes | Details |
|---|---|
| Published Date | March 2025 |
| Report Author | Francesca Smith, Principal Consumer Lifestyles Analyst |
| Country Focus | United Kingdom (UK) |
| Consumer Data | 615 internet users aged 16-27, December 2024 |
| Number of Pages | 53 |
| Report Scope | Health and Wellness, Fitness Services, Wellness-Focused Travel, Beauty and Personal Care, Clothing and Apparel, Dating Apps, Financial Services, and Media Consumption |
Meet the Expert Behind the Analysis
This report was written by Francesca Smith. Francesca joined Mintel in 2021 with previous experience in market analysis, and holds a First-class degree in Psychology. Francesca writes all of the UK lifestyles reports and regularly presents to clients, covering cross-category topics such as sustainability and health, and deep-dives into consumer groups such as Generation Z and parents.
Health and meaningful friendships matter most to Generation Z, and they will continue to invest in their wellbeing, friendships and self-development.
Francesca Smith
Principal Consumer Lifestyles Analyst Â
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EXECUTIVE SUMMARY
- Opportunities for brands engaging with Gen Z
- Experiential wellness will appeal to Gen Z
- Encourage fact-checking and mindful engagement with social media news content
- Gen Z want low-pressure dating
- Market drivers
- Gen Z are living at family home for longer
- Graph 1: housing situation for Gen Z consumers, 2025
- A third of Gen Z feel financially comfortable
- Graph 2: consumer financial wellbeing, by generation, 2025
- What consumers want and why
- Gen Z is committed to physical and mental wellness
- Good health and friendships matter most to Gen Z
- Graph 3: what Gen Z value most in life, 2024
- Traditional news platforms still seen as most trustworthy
- Graph 4: trust in news from selected sources, 2024
- Dating fatigue inspires Gen Z to prioritise self-care
- Graph 5: Gen Z dating behaviours, 2024
- Transparency is critical for brand authenticity
- Authenticity will help win over Gen Z
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MARKET DRIVERS
- Generation Z make up 17% of the UK population
- Graph 6: population estimates, by generation, 2023
- The effects of the cost of living crisis are still being felt
- Graph 7: consumer financial wellbeing index, 2018-25
- A third of Gen Z live with their parents
- Graph 8: Gen Z housing situation, 2025
- Gen Z and Boomers report the healthiest finances
- Graph 9: consumer financial wellbeing, by generation, 2025
- Gen Z are comfortable spenders
- Graph 10: Gen Z’s financial activity in the last three months, 2025
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WHAT CONSUMERS WANT AND WHY
- Priorities for the next year
- Health, family and finances are top priorities for Gen Z
- Graph 11: top priorities for the next 12 months, 2024
- Gen Z are key wellness consumers
- Functional products that address holistic health will appeal
- Meet Gen Z’s passion for wellness and community
- Offer wellness benefits when marketing holidays to Gen Z
- Embrace Gen Z’s interest in beauty mindfully
- Colgate celebrates uniqueness and natural smiles
- What matters most to Gen Z
- Good health is the foundation of a good life for Gen Z
- Graph 12: what Gen Z value most in life, 2024
- Carve out space to celebrate Gen Z’s friendships
- Gen Z are ambitious…
- …and have a clear vision for their future
- They are pushing back on traditional milestones, especially single Gen Z
- Graph 13: what Gen Z value most in life, by relationship status (NET), 2024
- Extended adolescence offers opportunities for engagement
- Confidence identifying misinformation
- The rise of misinformation is eroding consumer trust
- Most are confident they can identify false information
- Teach Gen Z the tools to assess information online
- Trust of news sources
- Family and friends are the most trusted source of news
- Graph 14: trust in news from selected sources, 2024
- Traditional news outlets embrace social media
- Younger Gen Z are more sceptical of news sources
- Graph 15: distrust in news from social media, podcasts and TV news (NET), by age, 2024
- Gen Z admit to following misinformation and skimming headlines
- Graph 16: Gen Z social media and news consumption, 2023
- Encourage conversation and critical thinking of shared news
- Graph 17: sharing and checking accuracy of news, 2024
- Relationships and dating
- A snapshot of Gen Z’s relationship status
- Graph 18: all adults and Generation Z relationship status (%), 2024
- Gen Z are deprioritising romantic relationships
- Support Gen Z’s self-care journey
- Values-centred dating will appeal
- Gen Z navigate modern day dating hurdles
- A more mindful, refined approach to dating apps is needed
- Help take the pressure off dating
- Graph 19: confidence and feeling lonely, 2024
- Gen Z feel hopeful about their future
- Graph 20: optimism about the future, 2024
- Brand authenticity
- Different factors contribute to brand authenticity
- Graph 21: “In order for a brand to be authentic, it is most important that it…”, 2024
- Transparency builds trust
- Apologies must be paired with meaningful action
- An authentic brand has a unique identity
- Balancing efficiency versus authenticity
- Authentic representation goes beyond external appearances
- Community is important for authenticity
- Brand communities can help fill a gap in Gen Z’s lives
- Harnessing community has been key to many brands’ success with Gen Z
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
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