The Focus Factor: Gen Z Looks To Nutrition To Boost Focus

Emerald Nwanne

In recent years, wellness has become an increasingly important part of people's lives, and Gen Z is no exception. With the rise of remote work and digital distractions, the ability to focus has become a top priority. The generation is looking for ways to improve their lives and are exploring a variety of products and services to do so.

From health food to meditation apps, Gen Z is looking for ways to improve their mental and physical health. Our latest consumer data analytics report reveals that Gen Z actively seeks out products and ingredients to increase their focus. This could signal a long-term trend in the wellness industry. In this blog post, we'll take a closer look at the data and explore what makes focus such a big deal for Gen Z.


How important is focus to Gen Z?

71% of gen z is seeking focus

In a world where there are countless distractions, Gen Z is recognizing the need to stay alert. More than other generations, Gen Z looks for ways to improve their focus. According to Brightfield’s most recent consumer insights, 71% of Gen z is seeking products to improve focus. Contrastingly, 23% of baby boomers do so.  

Gen Z consumers seeking focus are also looking for products to boost energy, reduce stress and improve sleep. This trend reflects a larger shift in the way younger people approach mental health and wellness. While people across generations are looking for products that aid mental health, Gen Z is more likely to explore functional ingredients and alternative medicine.


Who is focus-seeking in Gen Z?

Consumer insights data reveals that there are some differences between focus-seekers in Gen Z based on factors such as gender, education, and income. College-educated, high-income Gen Z'ers are more likely to seek out focus-boosting products and ingredients. These consumers tend to have high-pressure jobs, which can produce a greater need for products that improve focus.

Additionally, Evergi consumer data shows that focus-seeking among Gen Z does not fall among gender lines. However, there are differences in the methods these consumers use to improve their focus. Compared to men, women Gen Z'ers are more likely to use alternative medicine to improve focus. Female Gen Z'ers are also twice as likely to purchase products to improve their general well-being. Meanwhile, male Gen Z'ers tend to prioritize effects such as physical relief and sleep.


Get into the data of Gen Z demographics with our Infographic


What products are helping Gen Z focus?

gen z beverage trends

Gen Z food trends show they are not reaching for as many product types as other generations. Focus-seeking Gen Z in particular is less likely to use vitamins than millennials and Gen Xers. This provides an opportunity for vitamin brands to think about how they can better serve young consumers’ focus needs. 

Gen Zers in the focus need state enjoy matcha tea, oat milk lattes, and premium smoothies slightly more than members of other generations in this need state. However, many of these consumers still enjoy traditional coffee and teas, though at lesser rates than millennials, Gen Xers, and baby boomers. Younger consumers in need of focus are also more likely to use cannabis products, especially pre-rolls and concentrates. 

Social conversations around focus 

Social conversations around focus are a treasure trove of information for anyone interested in understanding recent wellness trends. Gen Z culture trends are on full display. Evergi social listening data shows these consumers are highly interested in products and ingredients that can help them improve their focus and mental clarity. 

Trending hashtags in the focus need states include #mindfulness, #wellness, #self-care, and #mental health. These hashtags reveal a growing interest in products that can help improve focus and mental clarity, a wider Gen Z mental health trend. This is especially true for consumers looking to manage their stress levels and increase their productivity at work and school. They are also indicative of a growing trend towards mindfulness and self-care among Generation Z. 

Social listening data also reveals a focus on ingredients such as collagen, lavender, and caffeine. Functional ingredients such as fish oil and tulsi/holy basil are seeing massive growth in share of social voice. Products such as matcha and green tea have also seen an increase in share of voice.


Looking to the future

Gen Z continues to drive innovation in the wellness industry. We can expect to see new products and marketing strategies that meet their focus-boosting needs. From reaching for tea and coffee to experimenting with supplements and functional foods, this generation is determined to stay focused. 

With this in mind, brands targeting Gen Z can better understand the preferences and needs of this important consumer group. Doing so allows brands to develop products and marketing strategies that meet their needs. We expect that the trend of focus-seeking among Gen Z will continue to grow and evolve, leading to new opportunities and innovations in the wellness industry.


Download our Infographic to discover more insights on Gen Z