Health and wellness is no longer a niche for young gym-goers. It’s everywhere, for all ages and every occasion, across pretty much every food and drink application.
Supplements and food and drink boasting better-for-you claims are only getting bigger. With the rise of weight-management treatments like GLP-1s, people are looking for other ways to get their goodness.
But what people are looking for in flavours does change by generation. We’ve crunched the data to look at the flavours across the generations to see what flavours they are after in their wellness products.
Baby Boomers keep it fruity
Berry leads the conversation among Baby Boomers, with chocolate close behind. Orange, apple and lemon also perform strongly.
This points towards bright, recognisable profiles with plenty of freshness. Familiar flavours still matter, but that doesn’t mean they have to be boring.
Gen X backs the classics
For Gen X, chocolate moves into first place, followed by berry. Orange and apple remain prominent, while honey also earns a place in the conversation.
There’s an opportunity here to combine trusted flavour profiles with a more grown-up wellness focus.
Millennials turn up the indulgence
Chocolate leads by a clear margin among Millennials, with berry in second place.
The full ranking also starts to bring in flavours such as peanut butter, matcha, coconut and pistachio. That suggests a broader appetite for profiles influenced by cafés, desserts and wellness culture.
Gen Z makes room for matcha
Chocolate and berry remain strong for Gen Z, but matcha climbs much higher than it does among the older groups.
It shows how quickly a flavour can move from specialist cafés and social feeds into the mainstream wellness conversation.
Gen Z still likes familiar fruit flavours, but there’s more room for discovery, visual appeal and flavours with a story behind them.
Get the full flavour picture
The complete Health & Wellness Flavour Tracking Report includes the full UK product-launch rankings, generation-by-generation social discussion data, and more inspiration for your next food or drink development.
Download the full report to see which flavours are leading, where preferences start to split and what the data could mean for your next launch.
