Millennials in the US are grappling with major health management challenges, driven by escalating costs and a focus on long-term well-being. With inflation limiting their financial flexibility, many are scaling back expenses while still viewing holistic health as an investment, not just an expense. Their priorities center on energy levels, sleep quality, and body weight, reflecting a strong dedication to maintaining sustainable health practices.
As digital natives, Millennials rely heavily on online sources for health information, though they are discerning about the reliability of these sources. Brands aiming to capture this market need to emphasize ingredient transparency and affordability while addressing the unique health concerns of Millennials, particularly around preventative care and holistic wellness.
Millennials value holistic health but struggle with rising costs. They emphasize transparency, affordability, and sustainable approaches to health management.
Lindsay Cameron, Analyst – Health & Wellness
This Report explores the attitudes and behaviors of Millennials toward personal health and health management. For the purposes of this Report, Mintel has used the following definitions:
Millenials are defined as the generation born between 1980 and 1996. In 2025, Millennials are aged 28-45.
Mintel’s consumer survey findings define Millennials as:
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