Proteinmaxxing shows a ‘meaningful shift’ in how Gen Z takes supplements versus baby boomers, new survey shows

A recent Pew Research Center survey reveals a shift in supplement usage among younger generations compared to older age groups. While adults under 30 are less likely to consume supplements for their health, one exception stands out – protein supplements. Thirty-seven percent of adults aged 18 to 29 take protein supplements like powders, drinks, or bars, compared to 23% of those 65 and older.

This trend indicates that younger Americans are not abandoning wellness but rather adapting it to better fit their lifestyles. Scott Dicker, senior director of market insights at SPINS, a consumer data firm, observed that younger consumers are more likely to seek health benefits through everyday foods and beverages rather than traditional supplement formats.

This blurring of lines between supplements and snacks means that protein-enhanced products, such as cereal, pasta, and soda, are performing well, even as companies continue to add protein to a variety of items. The age divide in protein consumption also highlights changing nutritional needs. Older adults tend to rely on naturally high-protein foods, such as yogurt and cottage cheese, while younger consumers gravitate towards protein-fortified options.

Roger Clemens, a USC pharmacy professor, points out that maintaining muscle mass becomes increasingly important with age, making protein supplementation relevant for older adults as well. Despite the generational differences, protein products remain popular across all age groups, showing that protein is no longer exclusively for those seeking muscle growth.

Instead, companies are now focusing on embedding functional benefits into familiar products to meet evolving consumer needs.