Brief
Gen Z leads protein supplement use, Pew survey shows
Pew data reveals younger adults favor protein powders, drinks and bars more than older generations, reshaping how wellness products are consumed.
By Felo News Desk · Published
A Pew Research Center survey shows 37% of U.S. adults aged 18‑29 use protein supplements such as powders, drinks or bars, compared with 23% of those 65 and older, according to Fortune.
Overall supplement use follows the opposite trend: 48% of adults under 30 take vitamins or minerals, versus 81% of seniors, and 67% of the youngest adults use at least one supplement, compared with 85% of older adults.
Scott Dicker, senior director of market insights at consumer data firm SPINS, told Fortune that younger consumers are integrating functional ingredients like protein into everyday foods and beverages rather than treating them as separate regimens.
Key facts
- 37% of adults 18‑29 take protein supplements, versus 23% of adults 65+. (fortune.com)
- 48% of adults under 30 take vitamins or minerals, compared with 81% of seniors. (fortune.com)
- 67% of the youngest adults use at least one supplement, versus 85% of seniors. (fortune.com)
Sources
- [1] fortune.com — originally reported as “Proteinmaxxing shows a ‘meaningful shift’ in how Gen Z takes supplements versus baby boomers, new survey shows”
