Born between 1965 and 1980, Generation X consumers are the demographic most interested in using vitamins and supplements, giving manufacturers the opportunity to appeal to them with new or re-envisioned formulations with elevated nutritional properties.

Reframing our approach to ageing is a leading movement today, with efforts to remove once-considered taboos and stigmas of ageing, such as menopause, that were largely left unspoken by consumers and brands. Manufacturers are responding by supporting destigmatising ageing concerns by encouraging open conversations and focusing on healthy ageing to help consumers thrive in their diverse lifestyles.

Health-consciousness drives vitamin and supplement interest

In the US, 70% of Gen X consumers agree their bodies don’t work as well as they used to, while UK research indicates that Gen X live longer but are in worse health than prior generations. With population ageing being a defining global trend of our time, market intelligence company Mintel revealed in its North America Food and Drink Trends report the new focus for our ageing society will be to ensure an extended health span.

With healthy eating and managing weight the two leading health concerns among US consumers, brands can help guide Gen X consumers through transitional periods of adulthood by educating them about healthy ways to progress through their different life stages.

Britta Sather, licensed nutritionist at B2C vitamin brand Swanson Health Products, told Ingredients Network that, according to its own consumer research, half of vitamin and supplement users start taking them simply to maintain health and wellness.

Doctors’ or medical professionals’ recommendations to support healthy ageing to meet nutritional needs and specific health concerns and recommendations by friends or family members were also key reasons consumers gave for what first prompted them to use vitamins and supplements.

“Among category users, general health is the most common reason to take vitamins, followed by immune support, bone health, energy and heart health,” Sather said.

Gen X turn to dietary supplements

Marking the Council for Responsible Nutrition report’s 20th year in 2019, the Council announced that dietary supplement usage had reached an all-time high. It was US citizens aged 35-54, most of whom are Gen Xers, who had the highest usage rate of dietary supplements at 81%. Amid Covid-19, consumers saw a rapid and ongoing interest in dietary supplements, and the number of consumers taking supplements grew steadily.

The Generation X (Gen X) demographic reports the highest use of dietary supplements, ADM reported in 2022, with over a third (34%) of European consumers using them for one to three years to support their overall health and wellbeing.

Formulating with vitamins

As the generation’s oldest members will turn 60 in 2025, Gen X, also often called the “forgotten generation”, is actively exploring how vitamins and supplement intake can support their positive health. Manufacturers can, therefore, formulate their vitamin-based products to answer this demand for health consciousness via vitamins and minerals and roll out new product developments (NPD) that reflect these demands.

Swanson Health indicated that the market currently offers some product diversity that appeals to consumers, including probiotics and Ashwagandha. “If you thought this group of Americans were different from those who came before them, their choices at the online vitamin counter reflect the same,” the health-focused company said in a press release.

Effectiveness is crucial among consumers. Manufacturers producing vitamin-packed products must offer efficacious dosages backed by science to meet consumers’ needs. Personalisation is also important, with manufacturers opting to formulate products with specific ingredients to meet each person’s unique goals.

Opting for vitamin-fortified products

In a 2023 study, researchers found that nutritional supplements are a health tool that can supplement consumers’ diets to improve overall health and protect against disease. Widespread accessibility in supermarkets, a strong marketing presence and their food status make their everyday consumption possible. The scientists also state that a lack of regulatory labelling and requirements aid their availability and uptake.

The researchers say dietary supplements are best used in public health crises or medical necessity. Ideally, a diet rich in fruits and vegetables is the ideal strategy for consumers to optimise their health. Packing formulations with vitamin-rich ingredients is a sought-after alternative, allowing manufacturers to reach Gen X shoppers.

New interesting launches

“One of the most exciting areas of research right now is around the gut-body interactions,” said Sather. Swanson is seeing science demonstrate the benefits of probiotics and pre and postbiotics to address nearly every need state. “Health begins in the gut as over 70% of your immune cells are located in the gastrointestinal (GI) tract; it’s all connected,” added Sather. Swanson is currently developing products designed to support individual needs, using ingredients demonstrated in scientific studies to address gut health and support overall wellness.

Vitamins are making their way into global launches that seek to promote healthy ageing. Nice! Lemon Lime Hydration Drink Mix with Electrolytes strives to appeal to Gen X consumers with hydration after exercise. A source of five vitamins, it contains natural flavours and no artificial sweeteners or colours. Made with hibiscus, apple, stevia, orange, beetroot, sage and blackberry, Leão Menopause Blackberry and Orange Tea contains vitamins and minerals, including biotin and zinc.