A recent report from Omnicom Commerce highlights a significant shift in consumer behavior, with one in two shoppers actively seeking healthier food and beverage options. These “Better-for-You” (BFY) shoppers, primarily Millennials and Gen Z, are driven by a focus on personal wellness and active lifestyles. Brands in this space are seeing increased demand for products that deliver energy and total wellness benefits, expanding into new categories like functional snacking, meal replacements, and mocktails.

Key Insights:

• Who Are the BFY Shoppers?
  BFY consumers tend to be younger, tech-savvy, and wellness-focused. Millennials (60%) and Gen Z (70%) are willing to pay more for healthier snack and beverage options, and they often find inspiration for new products through social platforms like Instagram and TikTok.
• What Matters Most?
  These consumers prioritize products that are transparent about their ingredients and have credible health claims. 78% of shoppers avoid artificial ingredients, seeking short and recognizable ingredient lists, while 50% are more likely to trust products backed by science or third-party certifications.
• Rising Trends:
  BFY shoppers are increasingly looking for products that support mental and physical wellness. Protein, energy, and low-sugar claims are becoming top priorities, with brands like Alani and Celsius capturing attention with their health-conscious, no-sugar energy drinks. Mental health has also become a key part of wellness, with shoppers gravitating towards products with adaptogens and stress-relief benefits.
• Opportunities for Brands:
  While BFY shoppers currently see these products primarily for snacking and beverages, there is room for brands to educate them on new usage occasions—such as swapping traditional snacks or beverages for healthier, indulgent alternatives. Brands that can tap into these emerging trends have the potential to create deeper connections with health-conscious consumers.

Omnicom Commerce emphasizes the white space available for brands to innovate and cater to this growing market. By leveraging the latest consumer insights and strategic marketing, companies can better engage this next generation of wellness-driven shoppers and drive continued growth in the BFY category.