All-in. Pew data suggests 78% of US adults now take at least one supplement, with many convinced they’re essential to staying healthy.
Stacked. Vitamins and minerals are the go-to for 67% of Americans, followed by protein (31%), fish oils (25%), and herbals (19%).
Building different stacks, 85% of adults 65+ take supplements, compared to 67% of those under 30. Fueling protein mania, 37% of Gen Z uses protein vs. 23% of seniors.
True believers. Fully bought in, nearly all multivitamin-takers say they have a meaningful impact on well-being. Gaining conviction, while a quarter of Americans take omegas like fish oil, most consider them extremely or very important to their health.
Punchline: As wellness becomes preventative, DIY, and programmable, supplements will bolster individual belief systems.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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