This is the third and final blog in our series on Gen Z. Having explored how this generation thinks and feels about brand loyalty, money and work, we now turn to health and wellbeing – an area where the shift is just as profound.

For Gen Z, health isn’t a side project, it is embedded in daily life. Unlike older generations, who often treated wellbeing as something separate (a gym class, a doctor’s visit, a supplement), Gen Z sees health in everything they do. What they eat, how they socialise, the way they work, even the skincare they choose and all of it is part of a long-term wellbeing strategy.

This shift is intentional, pragmatic, and deeply informed. In speaking with Australians aged 23–30 navigating independence, careers, and cost-of-living pressures, it is clear they are reframing health on their own terms, prioritising balance, transparency, and accessibility in every choice they make.

What is Behind Gen Z’s Wellness Mindset?

1. Beyond Macros: From Comfort to Function

Gone are the days when digestive discomfort was dismissed as “just stress” or “something you ate.” Gen Z has grown up in an era where food intolerances are openly acknowledged, where labels like ‘organic’ or ‘free-range’ are scrutinised, and where gut health has been normalised by the rise of health influencers on social media. Having watched older family members dismiss symptoms without diagnosis, they are choosing differently.

For this generation, functionality isn’t fringe – it is essential. High-protein breads, low-FODMAP bars, and yogurts like YoPRO have become trusted allies because they build nutrition into routines without demanding extra effort or extra spend. Unlike protein shakes or supplements, which can feel like expensive add-ons when purse-strings are tight, functional foods deliver protein, fibre, probiotics, adaptogens, and vitamins through formats they already consume.

And it goes beyond the basics. Fortified cereals with iron, or orange juice with added vitamin C no longer feel cutting-edge. Gen Z is looking for a broader spectrum of micronutrients – magnesium for recovery and sleep, zinc for immunity, selenium for energy, all integrated naturally into foods and drinks.  

What it means for brands:  

- Gen Z wants nutrition integrated, not bolted on. They see health as something that should come built into everyday choices, not an extra step or an extra cost.

- Functional means whole-body support, not just a tick-box of one or two added nutrients.  

- Clear labels are no longer ‘nice to have’, they are signals of trust and value for a generation that prizes prevention, accessibility, and everyday practicality.

2. Drinking Differently: From Obligation to Option

Australia has long been associated with a big drinking culture – from 'Schoolies Week' to Friday night pub sessions. But for many older Gen Zs, those rituals are no longer as fixed. Even before the pandemic, drinking rates among young Australians had been trending downward, and COVID simply accelerated the shift by disrupting rites of passage and the 'Friday knock-off ' culture. What emerged instead were new forms of connection – smaller gatherings, shared workouts, wellness-focused catchups, or simply hanging out without alcohol at the centre.

Layer in cost-of-living pressures and alcohol becomes both a health and financial choice. For some, moderation is about wellbeing; for others, it is about stretching the budget. And while plenty in this cohort still drink, sometimes heavily, there's more visible diversity in how they approach it.

Alternatives like kombucha, low or no-alcohol options, and even functional sodas are growing parts of the mix. They aren’t universal replacements – these products resonate most in urban and health-conscious circles, but they give young people options. For this generation, drinking is less binary. It’s not “all in” or “all out.” It’s about flexibility, e.g. sometimes a craft beer, sometimes a 0.0% lager, sometimes a sparkling adaptogen water. The common thread is control – staying social, protecting their health, and waking up clear.

What it means for brands:

- Gen Z isn’t abandoning social rituals, but they are reshaping them. Brands that frame drinks as tools for mindful connection, not just consumption, stay relevant.

- Choice matters. A line-up that spans low-ABV, no-alcohol, and functional alternatives reflects the flexibility young people expect.

- Taste first. Functional or better-for-you products succeed when they deliver pleasure as well as purpose.

- Value is critical. Cost is on Gen Z's minds; winning products deliver a premium experience without an inflated price – making every sip 'worth it'.

3. The Skincare Shift: From Aspiration to Evidence

23–29-year-old Gen Zer’s were the first to grow up with accessible skincare education at their fingertips. Through early social media and YouTube explainers, they learned about ingredients, routines, and skin health in a way previous generations never did. This exposure made them more discerning: they are quick to question bold claims, look past marketing gloss, and seek out products backed by science rather than slogans.

For this group, skincare is not about vanity or luxury – it is a form of everyday health. SPF and hydration remain non-negotiables, but they are looking further. Ingredients like hyaluronic acid, ceramides, niacinamide, collagen and probiotics have moved from niche to mainstream because they answer those deeper needs.

Peer-to-peer voices play a critical role. They look to trusted reviewers, dermatologists, and credible ‘skinfluencers’ who can test and break down what actually works. Education matters more than aspiration, and they expect brands to speak in the same ingredient-first, transparent language. The rise of The Ordinary shows the appeal of stripping back complexity to provide straightforward, affordable, and effective solutions.

What it means for brands:  

- For Gen Z, skincare and supplements are forms of self-expression. They choose brands that reflect their values, communities, and lifestyles, not just their wallets.

- Functionality has to be holistic. Products should protect, restore, and prevent.  

- Transparency on ingredients, evidence-backed claims, and fair pricing are what build trust.

- Clear, simple communication is the differentiator. Gen Z expects brands to educate, break down ingredient benefits, and make science accessible, not overcomplicate routines.

The Bottom Line: From "What" to "Why" in Every Aisle

Gen Z aren’t casually choosing – they are curating. They want bread that fuels their gut, wines that let them socialise without losing control, and skincare that reflects both science and values.

If your brand delivers products that solve, support, and stand for more than themselves, you are not just selling – you are contributing to a movement. And for the wellness-conscious Gen Z era, that’s the only path to real relevance.

At Platform One, we guide brands through this transformation, helping them future-proof their offers, connect authentically with Gen Z, and redefine loyalty for a new generation. Get in touch today to build the strategies that will set you apart - info@platform1.cx.

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