Healthy lifestyles of the younger generation as a future lens for businesses

Another key insight is that Dutch consumers pursue a healthy lifestyle regardless of income level—even among lower-income groups—and across all generations. Convenience, taste, and reliability are key purchasing factors in supporting that lifestyle. For Gen Z and Millennials, additional considerations include nutritional value, specific dietary requirements, and the use of supplements.

“We’re seeing that consumers are thinking more critically about the impact of their choices—not just on the environment, but also on their physical health. Often, the nutritional value of products is unclear, which leads to uncertainty,” says Vincent le Noble, Partner, Consumer Markets at PwC.

While consumers use technology to support their health choices, the complexity and lack of personalization can be discouraging, even for those with strong health intentions. Making health more accessible, appealing, and affordable for a wide audience with specific needs cannot be solved by a single party.

Collaboration between companies is necessary to create ecosystems where services come together. This presents clear opportunities for retailers—think personalised recommendations, regional assortment adjustments, and new sales channels. The retail sector as a health coach, supported by technology. This way, food and health are presented in a personalised manner—exactly what consumers are looking for.

An ecosystem is also ideal for serving Gen Z—known as the “on-demand generation.” As mentioned, they rely on technology more than any other generation to manage their health. They are inspired by influencers and social media. But they must be able to trust retailers to provide the right information and tools for a fast and personalized experience. The current offering is still fragmented and confusing. Tech companies, retailers, and brands can respond by creating communities centered around health and lifestyle.