Chia Seeds, Gen Z, and the #InternalShower Trend

chia postChia seeds, a once ancient superfood, are now at the forefront of modern wellness. Brightfield Group consumer insights and social listening data delve deep into the resurgence of Chia seeds. This presents a lucrative opportunity that businesses in the wellness space should know how to leverage.


Knowing a trend exists is only step one!  For product development, marketing, and strategic planning teams hot on the trend, understanding what’s driving the Chia seed phenomenon is essential for successful decision-making. Let’s look to Brightfield Group Wellness Consumer Insights and Social Listening to explore this trend.

Demographics of Chia Seed Consumers

So, who's driving this Chia seed renaissance? A closer look reveals that 69% of Chia seed consumers are female. Millennials, known for their health-conscious choices, comprise 37% of this group. As for their dietary preferences, 35% of these consumers follow a low-sugar diet, while 33% opt for low-carb options. This data paints a picture of a health-conscious, informed consumer base that values the nutritional benefits of Chia seeds.

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Chia Seed Chatter Online

The digital age has played a pivotal role in the resurgence of Chia seeds. A steady growth in social media posts about these seeds indicates their rising popularity. But zooming in on the data, we see Gen Z is leading this conversation. With an 8% growth rate in Chia seed-related posts over the past year, this younger generation is rediscovering and championing the benefits of Chia seeds.

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Gen Z & Chia Seeds

But why is Gen Z so enamored with Chia seeds? We must delve deeper into this generation's challenges and issues to understand this. Brightfield Group Consumer Insights data shows Gen Z is the most anxious generation. They actively seek solutions to combat distractions, especially as they transition into the workforce. The need for focus, relaxation, and overall well-being is paramount for them.


Chia seeds, with their rich nutritional profile, offer potential benefits that resonate with Gen Z's needs. They have omega-3 fatty acids, fiber, and antioxidants, which can aid digestion, boost energy, and promote mental clarity. As explored in Brightfield Group's Winding Down & Amping Up Report, a significant portion of Gen Z reports anxiety and stress. Some of them turn to natural remedies in their food to help alleviate these symptoms.


The versatility of Chia seeds also aligns with Gen Z's preference for convenient foods. They can easily incorporate Chia seeds into their daily diets, be it in smoothies, yogurts, or as a topping on their favorite bowl of oatmeal. This convenience factor, combined with the purported health benefits, makes Chia seeds a go-to superfood for many in this age group.

Trending Chia Seed Content

Adding further to the trend, Gen Z's active presence on social media platforms, especially TikTok, has amplified the conversation around Chia seeds. They are not just passive consumers but influencers, trendsetters, and advocates. Sharing recipes, health hacks, and personal experiences with Chia seeds shapes the narrative and drives its popularity.


Originating on TikTok, the #internalshower trend promotes a concoction of Chia seeds, water, and lemon as a natural remedy for various health concerns, most notably constipation relief and weight loss. With the hashtag garnering millions of views, it's evident that consumers are intrigued and actively engaging with this trend.


But what's driving its popularity? The answer lies in the intersection of wellness, authenticity, and the power of user-generated content. Gen Z and millennials, in particular, are seeking holistic and natural solutions to their health concerns. The simplicity of the #internalshower recipe, combined with its purported benefits, resonates with this demographic's desire for transparency and authenticity in wellness products.


The relationship between Gen Z and Chia seeds is multifaceted. It's not just about a health trend; it's about finding holistic solutions to this generation's unique challenges. As they navigate the complexities of modern life, Chia seeds offer a touch of simplicity, nutrition, and wellness, making them a staple in about 1 in 10 Gen Z pantries, according to Wellness Consumer Insights. 

Conclusion: The Future of Chia Seeds in Wellness

The trajectory of Chia seeds in the wellness industry is clear: they're here to stay. Their rich nutritional profile and versatility in various food products make them a favorite among health enthusiasts. As more research unfolds and more influencers share their Chia seed recipes, hacks, and benefits, we can only expect this trend to grow.



Published: 10/05/2023