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Dietary Supplements Grow in Popularity with Millennials

Dietary Supplements Grow in Popularity with Millennials

70% of Millennials Take Supplements

71% of U.S. adults took dietary supplements in 2016, according to a survey by the Council for Responsible Nutrition. Usage by Millennials grew to 70% (up from 65% the year before) as more included dietary supplements in their health regimens. The top reason for taking supplements was “overall health and wellness benefits.” Another important finding was that 85% of U.S. adults have confidence in the safety, quality and effectiveness of dietary supplements. Among supplement users, the confidence is even higher at 96%.


Better Educated and More Health Conscious

Born in the 1980’s, Millennials are better educated and more health conscious than previous generations. Additionally, their desire to appear healthy, vibrant and to be having fun is intensified because of social media. Millennials have 24/7 social media relationships with the brands they like and are heavily engaged in social media posting.  


Changing Delivery of Healthcare

Millennials are changing the way healthcare is delivered. As healthcare reform and managed care has evolved, many Millennials do not have a strong relationship with a primary care physician. 90% do not get regular checkups, opting to see a doctor only when something is wrong. Cash-strapped and sometimes uninsured, over half prefer retail clinics and urgent care walk-ins to traditional physician offices. As a result, Millennials are accustomed to healthcare being more transactional, and not necessarily relational.


Do-It-Yourself Mindset

To some degree, Millennials have a “do-it-yourself” mindset. Earlier generations relied on doctors as the family’s trusted and sole authority for health information. With easy access to medical information online, Millennial patients often research and self-educate before seeking help. Most will have Googled their symptoms and tried self-care options before seeking medical attention. Based on their online research, many assume they know as much as the doctor about their condition and that they may even need to educate their doctor.


Supplements and Natural Medicine

Millennials have an open mindset to supplements and natural medicine. They can be skeptical of the pharmaceutical industry and want doctors to have knowledge of alternative therapies for their conditions. They do not necessarily subscribe to “standardized” protocols of conventional Western medicine. Young parents today may question conventional medical wisdom around vaccines, use of antibiotics, and the need for meat and dairy in a child’s diet.


In an era where health conscious consumers can have their genomes read for around $200, and track and transmit their own health data on smartphones to physicians and health coaches, the idea of personalized nutritional supplementation will likely rise in popularity. Millennials are open to Ayurveda and Chinese Eastern medicine in which people with similar symptoms may need very different treatments in order to restore health.


Popularity of Specialty Supplements

After vitamins and minerals, the most popular supplements are condition-specific specialty supplements for immunity, energy/mental focus, digestive, lower cholesterol, healthy skin, lower blood pressure and heart disease prevention. Faster growing specialty supplement categories have been in gastrointestinal health, insomnia, liver detox, and anti-aging.


Example: Essential AD2 for ALDH2 Deficiency

Today, health conscious consumers are better informed of the specific conditions from which they suffer or are at risk. As a result, they can enjoy better health and wellness through preventive measures like exercise, nutrition and supplements.


“An example of the specialty supplement trend is Essential AD2, a daily dietary supplement designed specifically for ALDH2 Deficiency and Alcohol Flush Reaction, a genetic metabolic condition present in 40% of the global Asian population. Essential AD2 activates the ALDH2 enzyme to reduce toxic acetaldehyde accumulation, resulting in less inflammation and damage in our bodies,” said Amy Chang, CEO of Delta Nutrassentials.


Learn more: How Does Essential AD2 Work?