Beyond Health Food: How All CPG Food Brands Can Connect with Gen Z’s Wellness Revolution

The global consumer wellness market has exploded, reaching a staggering $1.8 trillion in 2024. At the forefront of this seismic growth? Gen Z. They aren’t just participating in wellness trends — they’re redefining what wellness means, creating a fundamental shift in consumer expectations that CPG brands can’t afford to ignore. 

For Gen Z, wellness isn’t a singular focus on nutrition or exercise. It’s a holistic lifestyle encompassing a variety of emerging wellness practices. And as this up-and-coming generation’s spending power grows, so too does the opportunity for brands to align with their preferences.

Of course, some CPG food brands already enjoy deep, intrinsic ties to health and wellness. It’s easy for a kombucha company or vegan snack brand to build health and wellness into their brand stories. But what about products that lack an obvious health angle? 

The good news is that you can find authentic ways to connect with Gen Z’s wellness values — without reformulating your product line or making tenuous health claims. The secret lies in positioning your brand within Gen Z’s broader lifestyle narrative.

Understanding Gen Z’s Health and Wellness Priorities

Gen Z’s focus on health and wellness goes far beyond green smoothies and yoga mats. They take a much more holistic approach, focusing on four key areas:

• Mental and emotional wellbeing
• Sleep hygiene
• Gut health
• Holistic wellness practices

It’s important to note that these aren’t isolated concerns. Rather, for Gen Z, they’re interconnected pieces of the wellness puzzle. A good night’s sleep impacts mental clarity. Gut health influences mood. And unique practices like cold plunging, forest bathing, and biohacking? They’re all part of the broader pursuit of a holistic, wellness-promoting lifestyle.

Understanding these priorities is crucial. It’s not just about slapping a “wellness” label on your product. Gen Z craves authenticity, and they’re looking for companies that genuinely support their wellness journey. That’s true even if the connection isn’t immediately obvious.

4 Key Wellness Focus Areas: Finding Your Brand’s Authentic Space

Each of Gen Z’s core health and wellness focus areas represents a unique opportunity for your CPG food brand — even if your product doesn’t boast obvious health benefits.  

1. Mental & Emotional Wellbeing

Gen Z’s laser focus on mental and emotional health isn’t a passing trend. It’s a core value shaped by a perfect storm of social media saturation, pandemic-era isolation, and socio-economic uncertainty. For this generation, openly discussing mental health isn’t taboo — it’s essential.

Zoomers value authenticity and open discussions around mental health. They invest in their emotional wellbeing, advocate for mental health awareness, and seek support to cope with stress more frequently than do their older counterparts. And they actively seek brands that support mental and emotional health through products, messaging, and values. 

Here are some authentic ways to connect even if your product isn’t packed with mood-boosting adaptogens. 

Comfort in a Chaotic World

Position your offering as a moment of solace during hectic days. It’s not about claiming to cure anxiety, but rather providing a small ritual of comfort and self-care. Think “reward yourself after a stressful meeting” rather than “our snack cures depression.”

Fostering Connection

Gen Z values brands that understand the link between connection and mental health. Highlight how your product can be part of shared experiences, like movie nights, game gatherings, and picnics. Emphasize the social aspect of eating and how it contributes to emotional wellbeing. 

Talking the Talk

Develop content with practical tips on mental wellness, stress management, and self-care. Use engaging formats like short-form video, mood-focused graphics, and self-care reminders. Create helpful content around specific cultural moments like National Mental Health Awareness Month (May).

Walking the Walk

Remember, Gen Z expects more than lip service when it comes to mental health support. Consider collaborating with mindfulness apps or sponsoring events focused on emotional wellness. This shows you’re committed to making a real difference, not just chasing a trend.

2. Sleep Optimization

Gen Z connects sleep to broader health and wellness goals. They understand that a good night’s rest is crucial for mental clarity, mood stability, weight maintenance, and overall wellbeing. Because of this, they actively seek brands that promote better sleep through natural and innovative solutions.

Here are some smart ways to connect your CPG food brand to this core value:

Creating Sleep-Friendly Rituals

Position your product as part of a relaxing wind-down routine. Maybe it’s a soothing beverage or a light snack that satisfies late-night cravings without disrupting sleep. The key is to frame your offering as an enjoyable complement to good sleep hygiene.

Education is Key

Gen Z craves knowledge. Develop a content series around sleep optimization tips. This could include how to create the perfect bedtime routine, ways to reduce screen time before bed, or even mindfulness exercises for better rest. By providing valuable information, you position your brand as a trusted wellness ally.

Smart Partnerships

Try collaborating with sleep-focused brands for social media giveaways or co-branded content. This expands your reach into the wellness community and reinforces your product’s association with healthy sleep habits.

3. Gut Health

The gut-brain connection resonates strongly with Gen Z. They believe a healthy gut isn’t just about good digestion. It’s the foundation for overall wellness, including mental clarity and emotional balance.

How can your food brand tap into this gut-conscious mindset, especially if your product isn’t packed with probiotics? 

Everyday Balance is Key

Highlight how your offering fits into a balanced lifestyle. It’s not about making grand gut health claims, but rather positioning your product as part of a well-rounded approach to feeling good from the inside out. Focus on how small daily choices, like opting for a satisfying yet light snack, can contribute to overall wellbeing.

Educate and Empower

Create engaging content around gut health topics. Think infographics on “Why Gut Health Matters” or quick video tips on supporting digestive wellness. By providing valuable information, you can make your brand a trusted wellness ally, even if your product isn’t explicitly gut-focused.

Leverage Influencer Expertise

Consider collaborating with health-focused influencers or nutrition experts. They can authentically discuss gut health in relation to your product, reinforcing the gut-brain connection without making overreaching claims. This approach builds credibility and expands your reach into wellness-focused communities.

4. Holistic Wellness Practices

From cold plunging to forest bathing and beyond, Gen Z embraces a number of novel practices that reinforce their commitment to health and wellness as an all-encompassing lifestyle. In addition, they embrace wellness-related apps and fitness trackers (with 66% using them). 

CPG food brands can participate by:

Emphasizing the Power of Balance 

Gen Z values flexibility over rigid health rules. Highlight how your product fits into a real-life wellness routine that encourages enjoying what you love in moderation. This approach resonates with their desire for authenticity and balanced living.

Accepting the Challenge

Tap into Gen Z’s love for wearable tech and personal data by creating holistic wellness challenges. Integrate your product into a 7-day challenge that encourages small daily practices like hydration, movement, and mindful eating. This positions your brand as a supportive partner in their wellness journey. 

Showing Sustainability Matters

For Gen Z, personal health and environmental health are deeply intertwined. If possible, highlight your sustainable packaging or ethical sourcing practices. This aligns with Zoomers’ holistic view of wellness and shows your brand is thinking beyond just individual health.

Forging Authentic Connections in the Gen Z Wellness Landscape

Gen Z’s unique approach to health and wellness is here to stay. To capture this audience’s attention, your CPG food brands must find meaningful and transparent ways to align with their values — especially if you can’t fall back on intrinsic, health-related product attributes. 

With a little creative thinking, you can demonstrate that you understand Gen Z’s holistic approach to wellness, even if all you’re offering is a simple moment of self-care in the midst of a hectic day.