Millennials Not Content With Popping Nutritional Supplement Pills

Younger generations of Americans, particularly Millennials, are no longer content with knowing that their vitamin C tablet contains, well, vitamin C. They want to know more about the dietary supplements they take, and because they grew up in an age of information explosion, they know they can get that information somewhere, if not from the manufactuer. Where Boomers are content to know what’s in a supplement, Millennials want to know how the pill was made and where the ingredients were sourced. They want, in other words, transparency and traceability. Other important desirables: whole food ingredients (like nutritional greens), and functional foods and beverages delivered – not by pills – but alternatives like gummies, satchels, powders, etc.