In today’s print edition, the Lebensmittel Zeitung, a leading German trade publication for the food and consumer goods industry, reports on a recent analysis by Porsche Consulting on the role of Generation Z as a growth driver in the consumer health market. The article highlights how the market is increasingly shifting from treating illness to prevention, holistic well-being, and personalized health management – driven largely by the expectations and consumption behavior of Gen Z.
Porsche Consulting surveyed more than 1,000 consumers aged 18 to 30 in Germany to better understand Gen Z’s behavior in purchasing over-the-counter (OTC) medications and supplements, which play a significant role in the consumer health market. The survey reveals three key insights. First, Gen Z takes a holistic view of health, integrating OTC products and supplements into daily routines to improve sleep, fitness, mental health, and overall well-being. At the same time, their purchasing decisions are both value-driven and pragmatic: they expect transparency around ingredients, scientifically proven effectiveness, and strong value for money – and are willing to pay more for products with proven benefits. In addition, convenience is essential for Gen Z: fast delivery, seamless ordering processes, and a smooth digital experience are becoming baseline expectations.
For manufacturers and retailers, the implication is clear: companies that combine credible products, personalization, and digital convenience will secure long-term market share in one of the fastest growing markets.
The full article can be found in Lebensmittel Zeitung, issue 24, dated June 12, 2026, page 42.
To find out more on the findings of the “Gen Z: Consumer Health” survey, read the Porsche Consulting Report “Generation Z: The Growth Engine of the Consumer Health Market“.