Generation Z

How Gen Z are navigating beauty from within in 2025

Introduction

In 2025, consumers of all ages are taking a holistic approach to beauty. This is due to the relationship between overall health and skin, hair, and nail health being understood more and more. Generation Z (aged 12-27) are the generation most likely, and willing, to take a holistic approach to beauty. FMCG Gurus' consumer insights reveal that 64% of gen z recognize the link between skin health and overall health. While the older generations are concerned about preventing various skin diseases and illnesses, gen z are interested in addressing skin and hair care issues to improve their self-confidence. This ties in with maximizing their appearance, with over half suffering from visible pores on the skin. As a result, over a third of gen z have made changes to their lifestyle and diet over the last year to improve skin health.

Back-to-basics beauty

A majority of gen z who have looked to take a beauty-from-within approach have done so through exercise or diet. This includes actively looking to eat more fresh fruit and vegetables and increase hydration levels by drinking more water. This aligns with the growing understanding of the relationship between physical health and outward beauty. However, gen z also understand that emotional health is interlinked with skin, hair, and nail health. FMCG Gurus' market research highlights that 1 in 5 of gen z say their energy levels and mood have a positive impact on their skin. Self-care and emotional wellbeing have gained significant traction on social media as trends promote slowing down and embracing moments of relaxation and mindfulness. Many gen z consumers have incorporated these practices into their daily routines. This has led to promoting a deeper sense of inner peace and contentment that helps to enhance their skin health, as well as their emotional wellbeing.

Innovative Ingredients

Gen z, along with older consumers, have also looked to address skin, nail, and hair health by using nutritional supplements. Some ingredients in supplements and products have a broad appeal across all age cohorts, such as aloe vera and collagen. Aloe vera is known for its hydrating and anti-inflammatory properties. Therefore, this is appealing to younger generations looking to reduce redness and skin inflammation. It also appeals to older generations looking to enhance skin elasticity and hydration. Specifically, gen z are the most informed about how different vitamins can help to improve skin health, as well as the use of hyaluronic acid. However, across all generations, there are significant disparities between consumers who have heard of each ingredient and those that associate them with aiding skin health. This highlights the need for increased education by the industry for all age cohorts.

This article is based on FMCG Gurus – Generation Z: Beauty From Within - Cohort Reports. To discover more, please click here.

Indulgence: 5 trends to stay ahead of

Introduction to indulgence: Acknowledging indulgence as part of a healthy diet

“Prioritizing Pleasure” stands out as one of our Top Ten Trends for 2025, reflecting a broader consumer shift toward seeking reward, enjoyment, and escapism without guilt. In today’s uncertain environment, consumers increasingly view indulgence as a vital aspect of self-care. They recognize that a healthy diet encompasses a variety of foods and drinks, including the occasional treat in moderation. Notably, 58% of global consumers use indulgence as a means of self-care, while 45% associate a balanced diet with variety—highlighting the acceptance of indulgence as an integrated part of wellness.

Consuming indulgence on a budget

Despite a decreasing sensitivity to price, consumers in 2025 continue to navigate the challenges posed by rising living costs and inflation. Consequently, when indulging, they seek to maximize value. A practical method many employ is ensuring that splurges cause leftovers for later enjoyment, such as ordering takeaway with leftovers to savor over multiple days. Additionally, preparing comfort meals from scratch not only saves money but also reduces dependence on processed ingredients, enhancing both health and economic value. As a testament to this trend, 51% of global consumers have embraced cooking at home to save money.

Premium comfort: Elevating traditional offerings

In times of uncertainty, the quest for comfort and escapism through indulgence increases. About 65% of consumers report seeking small indulgences for self-care at least some of the time. The changing world drives people to value tradition, with 69% finding comfort in food that evokes nostalgia. In response, brands are premiumizing classic products to enhance perceived value, enticing consumers to indulge more freely or make impulsive purchases.

Retro mindset: Nostalgia for simpler times

In 2025, many consumers perceive the modern world as fast-paced and overwhelmingly mass-produced, often lacking genuine connections. Generation Z is a significant force in pushing back against this trend. Many young people long for a time they never experienced—namely, the 1970s, 80s, and 90s—associating these decades with fun, simplicity, and freedom. This longing has fueled the popularity of neo-vintage packaging, with 58% of global consumers inclined to try products featuring distinctive, nostalgic designs.

Beyond packaging, Gen Z is reviving traditional social practices, such as hosting dinner parties to strengthen community ties. Other vintage-inspired trends include using disposable cameras to capture authentic moments, distancing themselves from the pressures of curated social media. Brands can capitalize on this nostalgia by introducing limited-time products that resonate with the vintage aesthetic, appealing to a generation eager for genuine connections and experiences.

This is based on FMCG Gurus – Indulgence: Top 5 Trends for 2025 - Trend Resource. To discover more, please click here.

How Generation Z are Redefining Health and Wellness

Stress, Anxiety and Busy Lives: Generation Z’s struggle with well-being

Two-thirds of Generation Z, the youngest generation surveyed (aged 12-27 years old), say they rate their health good or very good. This is the lowest proportion out of all demographics surveyed. Generation Z are considered to be progressive, positive and committed to self-expression. However, FMCG Gurus’ consumer insights shows that they are struggling with their emotional and physical health. 

Many consumers feel pressure to succeed personally and professionally. Global instability, reduced financial confidence, fragmented dietary habits and busy lives are key drivers behind these consumers feeling tired, stressed and overwhelmed. Generation Z’s concern around how they feel, how they look and potential long-term impacts on quality of life is driving the motivation to improve their health. 

Health Goals and Challenges to Healthy Lifestyles

Just over eight in ten of Generation Z surveyed globally are looking to improve their general well-being. This mirrors the overall shift in the health and wellness market towards prioritizing immediate health and emotional wellness. Key priorities include mood, energy levels, cognitive health and sleep health. Getting these “basics” right means that they will feel better in the short-term. In addition, this could have a beneficial effect on their long-term health. 

At the same time, they feel that their current lifestyle stands in the way of their goal to become healthier. Six in ten Generation Z consumers say that they turn to unhealthy food and drink for stress alleviation. This is perhaps avoiding better-for-you or healthy products as they associate these with having less sensory appeal.

Addressing Tiredness and Fatigue

High levels of stress can impact mood and sleep health, resulting in many consumers feeling tired and fatigued. They feel that low energy levels immediately affect their quality of life. This could be reflective of an overall deterioration in wellness. 

There is a perception that traditional energy boosting products contain dietary evils like sugar. As a result, there is an opportunity for the development of  products that are clean, pure, and offer a sustained energy boost. Helping consumers to relax and improve their sleep quality will also be appealing.

Mobility Concerns

It must be noted that Generation Z are the youngest generation surveyed. They would also be considered the least likely to have concerns around mobility. However, our research shows only one in two consumers say they are satisfied with their joint and bone health. This shows that symptoms are common. They recognise that the reasons behind poor mobility can be self-inflicted. This could include poor posture, spending too long sitting down, not exercising regularly and sports injuries. Many of these are challenges that have arisen due to modern lifestyles. An example of this includes office workers being sat down in front of digital devices for most of the day.

Encouraging Healthy Changes

Although Generation Z want to change their lifestyles to improve their health and well-being, they feel that there are significant challenges to achieving these changes. Rather than promoting fundamental change, brands should look to promote the message of incremental improvement, pushing the message that it is better to make small, convenient changes that can slowly be adopted into daily lifestyles, over more radical changes that cannot be stuck to in the long-term.

This article is based on FMCG Gurus - Health and Wellness - Generation Z  - Cohort Trends Report - 2025. All Cohort Reports can be found here.

How Environmental Concerns Connect Consumers Across Generations

Environmental concerns unite consumers of all ages

FMCG Gurus’ consumer insights show that seven in ten consumers globally are concerned about the state of the environment. This proportion is similar across the four cohorts surveyed (Generation Z, Millennials, Generation X and Baby Boomers). 

Issues including climate change, global warming, pollution and the destruction of biodiversity. Consumers are also worried that, without immediate action, the climate crisis will have an even greater impact in the future.

The role of the food, drink and supplement industries

Furthermore, seven in ten consumers across all cohorts feel that food, drink and supplement manufacturers should be doing more to protect the planet. Consumers recognize that, due to climate change, supply chains are disrupted and extreme weather affects harvests. But at the same time they also feel that these industries are contributing towards environmental damage. Issues such as pollution from livestock-based production and factories, unethical treatment of farmers, and global supply chains are considered to be contributing towards climate change. 

To win consumer trust the food, drink and supplement industry must be transparent with their supply chains and processes. This shows that significant changes have been made to be more sustainable and ethical, and will appeal to consumers.

Changing habits and learning new skills

Consumers feel the responsibility to make global society more sustainable lies with governments and big businesses. However, they also understand that there are changes to be made on an individual level. Reducing food waste and being more resourceful with food and drink is important to consumers looking to live more sustainably. This is driving interest in meal planning, low-waste recipes, innovative use of leftover ingredients. In addition, many are learning how to preserve and extend the life of fresh produce.

Barriers to an eco-friendly lifestyle

Although each generation cares about the state of the environment, they face barriers to living a fully sustainable and eco-friendly lifestyle. Financial pressures, busy lives and uncertainty around trusting sustainability claims can become challenges for consumers.

Over half of consumers of all generations stated that the premium price of sustainable products is the biggest barrier to purchase. There is a perception that brands are using higher costs related to sustainable practices without providing benefits or complete transparency. This contributes towards the distrust consumers have towards the food, beverage and supplement industries when it comes to sustainability credentials. 

High prices and the fact that portions of food are often made for multiple people and not packaged adequately to prevent food waste will be especially challenging. This will be the case for the youngest and oldest of consumers. These groups are more likely to be shopping for one person when the majority of food is sold pre-packaged in larger quantities. 

Looking to the future

Brands can help consumers to overcome these barriers and support their goal of leading an environmentally friendly lifestyle. This can be done by demonstrating how sustainable practices contribute towards an overall improvement in quality and nutrition. This therefore adds value and encourages trade-up. Products considered to be transparent, trustworthy and provide value for money will be particularly appealing for consumers looking to make more sustainable choices in the long-term.

This article is based on FMCG Gurus - Sustainability - Cohort Reports - 2025. All Cohort Reports can be found here.