Stat: Gen Z turn to daily supplements as wellness becomes an everyday routine

UK/US – Wellness is no longer a trend for Gen Z, it’s a daily ritual. According to the latest Gen Z State of Beauty 2024/2025 report from Kyra, 80% of Gen Z in the UK and the US now take between one and six supplements every day, with multivitamins (41%) and vitamin D (24%) leading the pack. Headspace, Bloom, MyProtein, Olly and Lemme are cited as Gen Z’s favourite brands. 

Supplements are increasingly viewed as non-negotiable, with 15% of 18–24-year-olds in the UK and the US subscribing to regular deliveries. Social media is a key driver: 36% have purchased wellness products more than once after seeing them through creators, and 5% say they shop from influencer recommendations all the time. 

‘Subscription models are working well for Gen Z, and influencer marketing, especially with an educational angle, drives acute discovery,’ the report notes. 

As Kyra puts it: ‘There are (literal) gateway drugs for this audience.’ For wellness brands, the opportunity lies in positioning products not as quick fixes, but as enduring lifestyle choices. 

LS:N Global has previously explored the growing health supplements market, particularly its focus on longevity and anti-ageing innovations, in our Breakthrough Biohacks report.