It’s time for shopping centers to rethink their food offerings as a new report reveals that Gen Z and Millennials are prioritizing healthy eating despite the ongoing cost-of-living crisis.

The Greek philosopher Aristotle wisely said, ‘All disease begins in the gut,’ and this ancient insight is more relevant than ever in today’s health-conscious culture.

This is confirmed by the 2024 Lifesum State of Healthy Eating and Wellbeing Report, which surveyed 10,000 English-speaking global users on their Lifesum app. The app helps users track their food intake and set and achieve health goals.

The report findings show that Millenials and Gen Z are leading the trend toward healthy eating, which presents an opportunity for shopping centers to align their offerings, events, and communication strategies to appeal to these key demographics.

Here are the key findings from the report:

Healthy Eating vs. Other Expenses

The Lifesum report highlights the sacrifices Gen Z and Millennials are willing to make for healthier eating during the cost-of-living crisis.

The report found that these groups are scaling back on spending in the following areas to prioritize healthier food choices:

• Fashion: 62%
• Tech and Gadgets: 55%
• Online Courses: 37%
• Streaming Services: 36%
• Travel: 34%
• Skincare and Beauty: 30%

“In this era of escalating costs, luxuries become dispensable, but a nourishing, balanced diet does not. While entertainment and gadgets have their appeal, it’s healthy food that Gen Z and Millennials prioritize in their hectic lifestyles. ” said Signe Svanfeldt, lead nutritionist at Lifesum.

As the cost-of-living crisis continues, health is becoming a significant focus, reflecting a growing desire for self-care and responsible spending.

The Rise of Functional Foods

A significant trend highlighted in the report is the embrace of functional foods by Gen Z and Millennials.

This trend towards functional foods gained popularity in 2023, with consumers seeking foods that offer specific health benefits, like improving digestion, boosting immunity, or enhancing cognitive function.

The report indicates that:

• 73% are consuming functional foods to boost energy levels.
• 65% prioritize gut health.
• 61% are eating to enhance mental well-being.
• 46% are eating for skincare.
• 43% are eating for hormone balance.
• 40% are choosing foods that promote better sleep.
• Only 4% chose none.

Traditional snacks are also transforming into nutrient-dense, purpose-driven options, with a growing interest in probiotics, adaptogens, and hormone-balancing foods.

This trend reflects a broader movement towards holistic well-being through mindful nutrition.

Personalized Nutrition & Taste Preferences

The report highlights the growing popularity of personalized nutrition, which tailors dietary choices to individual health needs.

This approach moves away from the one-size-fits-all mindset, acknowledging that optimal dietary choices depend on an individual’s lifestyle, preferences, and specific needs.

For example, lactose intolerance is identified as the most common allergy, indicating that nutrition plans must be tailored accordingly.

In terms of taste preferences:

• 63% identified as omnivores.
• 14% as flexitarians.
• 7% as pescatarians.
• 8% as vegetarians.
• 4% as vegans.
• 4% chose to eat all food groups in moderation.

When asked about changes in their eating patterns from childhood to today, Gen Z and Millennials reported a significant shift towards health-conscious and mindful eating habits.

Many are actively making informed choices to improve the nutritional quality and density of their diets, with a focus on reducing sugar intake, opting for organic and local foods, and preferring whole, unprocessed options, particularly plant-based meat alternatives.

Sustainable Eating Trend

There is also a growing trend towards sustainable eating, with more consumers prioritizing practices that minimize environmental impact.

Lifesum’s data shows that 44% of respondents are focusing on seasonal eating, reflecting an increased awareness of the environmental implications of food production. Additionally, 29% of respondents prefer locally sourced foods, indicating a solid shift towards supporting regional food systems.

How Shopping Centers Can Leverage This Information?

Shopping centers have a unique opportunity to attract and retain health-conscious consumers by aligning their offerings with the trends highlighted in the Lifesum report.

Here are some strategies to consider:

1. Introduce Health Food Specialty Stores:

Incorporate tenants that focus on organic, vegan, gluten-free, and other health-centric food products. This will cater to the diverse dietary preferences of Gen Z and Millennials, who are increasingly prioritizing their health and wellness.

2. Add Juice and Salad Bars:

Provide fresh juice and salad bars where customers can mix and match ingredients to suit their specific diet preferences. This not only promotes healthier choices but also enhances the shopping experience by offering customizable options.

3. Incorporate a Medical Laboratory into the Tenant Mix:

With growing concerns about gut health, consider adding a medical laboratory that offers services such as blood tests for food allergies and personalized nutrition advice. This could attract health-conscious shoppers seeking convenient, on-site health assessments.

4. Host Pop-Up Health Markets:

Organize seasonal pop-up markets featuring local, organic produce and artisanal health products. These markets can create a unique shopping experience that aligns with sustainable and ethical eating trends, attracting environmentally conscious consumers.

5. Offer Nutrition and Cooking Classes:

Host events that educate shoppers on healthy eating habits, meal preparation, and the benefits of functional foods. These workshops, led by nutritionists or local chefs, can engage the community and promote the shopping center as a hub for wellness.

6. Incentivize Healthy Purchases:

Implement loyalty programs or offer discounts for shoppers who purchase healthy food items, participate in wellness activities, or attend health-focused events. This not only encourages healthier choices but also fosters customer loyalty.

Key Takeaway

As the cost-of-living crisis reshapes consumer priorities, it’s clear that Gen Z and Millennials are steadfast in their commitment to healthy eating.

Shopping centers have a timely opportunity to rethink and realign their food offerings to meet this growing demand for wellness-oriented options. By introducing health-focused stores, personalized nutrition services, and engaging community events, shopping centers can not only attract these health-conscious demographics but also foster long-term loyalty.

Embracing these trends not only meets current consumer needs but also positions shopping centers as key players in the evolving landscape of health and wellness.