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US Marketing Health to Millennials Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing Health to Millennials market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?


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:

  • Millennials are defined as the generation born between 1977 and 1994. In 2018, Millennials are aged 24-41.

Mintel’s consumer survey findings define Millennials as:

  • Younger Millennials: internet users aged 24-31
  • Older Millennials: internet users aged 32-41

Expert analysis from a specialist in the field

Written by Marissa Gilbert, a leading analyst in the Health & Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The Millennial generation is aged 24-41 in 2018, with many in the midst of major life milestones. As this generation balances a busy lifestyle they focus on the small steps they can take to manage their wellbeing. For Millennials, health and wellness is essentially a means to looking better and feeling good. In order to appeal to a Millennial target, health care brands will need to feature digital tools and a holistic approach to care to join Millennials on their emerging health care journey. Millennials have positive perceptions of their wellness, are gaining confidence in their ability to manage it, and yet aren’t defined by it. Marissa Gilbert
Associate Director - Health & Wellness

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Holistic health approach, November 2018
        • The issues
          • Adults are standing in their own way in reaching health and wellness goals
            • Figure 2: Health hurdles, November 2018
          • Life expectancy among Americans drops for first time in decades
            • Figure 3: Health concerns, November 2018
          • For some, being overweight/obese is apparently not a health concern
            • Figure 4: Health concern – Being overweight/obese, November 2018
          • The opportunities
            • Easier access and more acceptance needed in mental health care
              • Figure 5: Mental health concerns, by gender and age, November 2018
            • Connect emotional and mental health to health management for young adults
              • Figure 6: Unsure what it means to be healthy, by generation, November 2018
            • Improving affordability is important to growing the at-home DNA test market
              • Figure 7: Usage of at-home DNA tests, by household income, November 2018
            • What it means
            • The Market – What You Need to Know

              • Health and wellness is a central theme across a variety of markets
                • Population and income growth help boost health and wellness market
                  • Number of uninsured remains low, life expectancy drops, weight issues persist
                  • Market Perspective

                    • Wellness positioning is ubiquitous
                    • Market Factors – Demographics

                      • US population growing; age influences approach to health management
                          • Figure 8: US population, by age, 2013-23
                        • Increasing incomes point toward growth in discretionary spending
                          • Figure 9: Median household income, in inflation-adjusted dollars, 2007-17
                      • Market Factors – Other

                        • Number of uninsured Americans is low, but shows potential to increase
                          • Figure 10: Americans who are uninsured, 2016-17
                        • Life expectancy for Americans drops for the first time in decades
                          • Figure 11: Life expectancy in the US, 1940-2016
                          • Figure 12: US age-adjusted suicide rates, 1999–2017
                        • Weight issues plague Americans
                          • Figure 13: Prevalence of obesity among US adults aged 20 and over, 2008-18*
                      • Key Players – What You Need to Know

                        • Consumers focused on value, mental health, and natural remedies in 2018
                          • Finding happiness, cannabis, and instilling pride will drive health and wellness forward
                          • What Trended in 2018?

                            • Private label continues outpacing name brands in most markets
                              • Mental health spotlight grew brighter, but more outreach is needed
                                • Figure 14: Online searches of mental health, 2014-18
                              • Is this a medication?
                                • Figure 15: Percentage of total US healthcare product launches with free-from claim, 2014-18
                            • What’s Next? A Look at 2019 and Beyond

                              • Highlight the happy
                                • Figure 16: Holistic health approach, November 2018
                              • Positioning cannabis for health and wellness will increase acceptance
                                • Figure 17: Reasons for cannabis use, by user type, June 2018
                              • Reduce stigma by encouraging pride
                              • The Consumer – What You Need to Know

                                • Adults are struggling with their mental health and wellbeing
                                  • Adults experience setbacks in achieving health and wellness goals
                                    • All adults are doing something for their health and wellbeing
                                      • A single information source cannot serve all needs
                                        • No two people are the same, driving interest in personalized health care
                                          • At-home DNA use is limited but potential is substantial
                                          • Health Concerns

                                            • Mental health disorders and common illnesses are commonplace
                                              • Figure 18: Health concerns, November 2018
                                            • Mental health disorders are not mutually exclusive
                                              • Figure 19: Mental health concerns, by those who experience mental health concerns, November 2018
                                            • More acceptance needed in seeking care for mental health
                                              • Figure 20: Mental health concerns, by gender and age and generation, November 2018
                                            • Being overweight/obese intensifies other health concerns
                                              • Figure 21: Health concerns, by those who experience being overweight/obese, November 2018
                                            • Chronic health conditions most prevalent among older men
                                              • Figure 22: Experienced chronic health condition in the past year, by gender and age, November 2018
                                          • Health Hurdles

                                            • Adults are standing in their own way
                                              • Figure 23: Health hurdles, November 2018
                                            • Young adults experience more setbacks
                                              • Figure 24: Select health hurdles, by age, November 2018
                                            • Parents need simplified approach
                                              • Figure 25: Select health hurdles, by parental status, November 2018
                                            • iGens unsure of what it means to be healthy
                                              • Figure 26: Unsure what it means to be healthy, by generation, November 2018
                                          • Holistic Health Approach

                                            • Adults place emphasis on many aspects of health and wellness
                                              • Figure 27: Holistic health approach, November 2018
                                            • Effort peaks when health issues begin to surface
                                              • Figure 28: Holistic health approach – A lot/some (net), by age, November 2018
                                            • Money buys more access
                                              • Figure 29: Holistic health approach – A lot, by household income, November 2018
                                            • Spirituality is a focus for Black adults
                                              • Figure 30: Emphasis on spirituality, by race and Hispanic origin, November 2018
                                          • Health Sources

                                            • Credibility doesn’t necessarily generate motivation or usage
                                              • Figure 31: Health sources, November 2018
                                            • Young adults access information from informal sources
                                              • Figure 32: Sources currently used to learn ways to manage health, by age, November 2018
                                            • Older adults unmotivated by external sources; instead turn inward
                                              • Figure 33: Don’t use any sources to motivate progress, by age, November 2018
                                            • Social media savants see credibility in the printed word
                                              • Figure 34: Books as credible source for health information, by age, November 2018
                                            • Health information on primetime would reach Black and Hispanic adults
                                              • Figure 35: Use of TV Shows for health information, motivation and credibility, by race and Hispanic origin, November 2018
                                          • Personalized Approach to Health

                                            • Professionals are the go-to for personalization; surveys offer automated alternative
                                              • Figure 36: Ways to personalize health care, November 2018
                                            • Accessible professionals appeal to younger adults
                                              • Figure 37: Personalized health care by a doctor, nutritionist, personal trainer, by age, November 2018
                                            • Health apps and wearables offer personalized care
                                              • Figure 38: Personalized health care with a health app, wearable device, by age, November 2018
                                          • DNA Testing: Consumer Profile

                                            • Use of at-home DNA tests is limited, but interest in trying is robust
                                                • Figure 39: Usage of at-home DNA tests, November 2018
                                              • Improving affordability important for growth among young adults
                                                  • Figure 40: Usage of at-home DNA tests, by age and household income, November 2018
                                              • DNA Testing: Reasons for Use

                                                • Ancestry is the top reason for testing; health insights will drive growth
                                                  • Figure 41: Reasons for taking at-home DNA test, November 2018
                                                • Wellness insights will drive usage among young adults
                                                  • Figure 42: Reasons for taking at-home DNA test, by age, November 2018
                                              • DNA Testing: Barriers to Use

                                                • The typical barriers are at play: money, motivation, and time
                                                  • Figure 43: Barriers to taking an at-home DNA test, November 2018
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations