The U.S. health and wellness market is massive, but it isn’t homogenous. There are many different segments that make up the North American consumer base, including age-dependent demographics. These are typically broken down into four groups of adult consumers (from youngest to oldest): Generation Z, Millennials, Generation X, and Baby Boomers.
Many health and wellness products target specific segments. It’s important to understand what resonates with each one and how you can tailor your press releases, on-site content, social posts, and other marketing assets toward your targeted age demographic.
Let’s briefly look at these groups to better understand what makes them tick and how nutraceutical and wellness brands can try to connect.
Gen Z and Millennials: Authenticity and Digital Adaptation
Younger generations have a few strong elements that have shaped their values and behaviors as consumers for years. One of these is authenticity.
Market research company Vox Pops International reported in the summer of 2025 that 63% of consumers prioritize authenticity, while Millennials are “currently the most loyal brand generation.” When a brand communicates authentically (i.e., honestly and transparently), it resonates with younger consumers.
Gen Z is similar. PwC reported that this youngest generation of adult consumers is the most likely to prioritize health and wellness as top factors when making holiday purchases for the 2025 holiday season. They are also more likely to read labels on products.
Digital adaptation is key for Gen Z and Millennials, as well. For instance, PwC also found that many of these younger consumers plan on using AI to come up with gift ideas and make travel recommendations during end-of-year festivities.
What This Means for Health and Wellness Brands
Younger consumers are focused on truth. Brand loyalty comes from authentic messaging that resonates with them on a personal level.
Marketing collateral should be shaped around messages that resonate with pain points, build trust, and establish long-term, loyalty-based customer retention. They should also lean heavily on digital communication methods.
Gen X and Boomers: Expertise and Longevity
Gen X and Boomers represent the old guard of consumer age demographics. They are in their mid-40s and older and have lived as adults for decades.
This life experience gives them a natural focus on and desire for expertise. A great example of this is a 2024 report from Natixis Investment Managers that found 91% of Gen Xers trust their financial advisors as much as themselves — and more than their family or close friends.
Their older age also means these demographics are more likely to prioritize longevity and preventative health solutions. For instance, McKinsey found 60% of consumers consider it “very” or “extremely” important to focus wellness product purchases on longevity and healthy aging. While this focus was even across all generations, in 2025, Boomers still hold a very large percentage of total U.S. household wealth — and Gen Xers, while a distant second, still skew the overall percentage even further toward older generations. In other words, they are prioritizing and have the resources to invest in proactive self-care, specifically the desire to live longer.
What This Means for Health and Wellness Brands
When it comes to marketing to older demographics, it’s important to remember the cynicism factor. Don’t assume trust. Earn it.
For instance, the need for trust means older generations don’t tend to listen to financial media as openly and are skeptical of social media and algorithm-driven advice. Instead, lean on things like press releases and whitepapers with attributed quotes from accredited individuals.
Unlocking Growth Through Generational Segmentation
Age-based marketing is a powerful way to help your promotional messages resonate. Consider each group you’re trying to reach and then tailor your content to meet them where they are, build trust, and establish long-term relationships.If you are struggling to create a meaningful marketing strategy in the U.S., our team of experts at TruLife Distribution can help. We can partner with you to provide a better understanding of the American market, create a marketing and distribution roadmap, and then put that plan into action. Reach out for a free consultation today, and together, we can help your health and wellness brand thrive in the U.S. marketplace.