Survey reveals what millennial women want in wellness

By Danielle Masterson

- Last updated on GMT

Related tags Millenials

Millennials have surpassed baby boomers as the nation’s largest living adult generation, according to population estimates from the United States Census Bureau. And as the fastest growing demographic in the US, millennials are wielding a lot of purchasing power—especially in the vitamin aisle.

According to the Council for Responsible Nutrition (CRN), 70% of millennials in the US take supplements, playing a major role in driving up sales and market trends. 

A recent survey commissioned by Rae Wellness and conducted by OnePoll found that the areas of health millennial women are most concerned about today are stress (61%), mental health (53%) and sleep (46%).

The survey 

The company surveyed 2,000 US females between the ages of 25 and 35 on their experiences with health and wellness. 


Millennial women reported that the top three health areas they said were important to prevent issues later in life were stress (54%), mental health (53%) and sleep (46%). The women also reported changes in weight, skin health and vision as key health areas.  

Just under half (46%) said they added wellness routines to their daily lives to help support their overall health and combat stress.

Trial and error 

The average millennial woman has tried three different wellness products to improve their health during the pandemic.  Just over half admitted that they might impulse shop a product if they notice a change in their bodies.

"Women's needs constantly change, so it's important for women to understand what works for them and when, and how nutrients and vitamins play a vital role in their physical and mental health,"​ said Rachel Goldman, PhD, a clinical psychologist affiliated with NYU School of Medicine and a Rae Wellness expert.

Dietary supplements 

Millennial women typically spend two hours researching a vitamin before making a decision, resulting in 3 in 5 feeling confident in understanding what vitamins and supplements could do for their body (61%).

Half of millennial women take multivitamins (49%), vitamins D (31%) and C (30%). The respondents also said they drawn to items that menton they are: effective (42%), calming (41%) or energizing (39%). Other product language that caught the attention of respondents was: Balanced, Cleansing, Nourishing, Strengthening, and Supports.

Although over half are more likely to do their own research about health and wellness information, 47% are willing to ask their doctor for help.

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