The concept of “Healthy Aging,” once exclusive to Baby Boomers and Matures contemplating their golden years, has now been embraced across the entire demographic spectrum, according to Natural Marketing Institute (NMI), Harleysville, PA.

From Botox treatments for women in their 20s to growth in anti-aging products and services, agelessness has become a cultural preoccupation.

Many health issues that were once the domain of older people, such as obesity and diabetes, have reached epidemic proportions among young people and children. In addition, Generations X and Y have the highest stress levels of any age cohort and are suffering a variety of health consequences as a result. This suggests that while agelessness may be the cultural ideal, the reality is that the need for healthy aging is getting younger.

According to Maryellen Molyneaux, NMI president, “The desire to prolong health and vitality is high across all generations—not just Boomers and Matures as many would believe. In fact, Gen X is significantly more likely to indicate that looking younger is important to them, providing marketers of appearance-linked products including personal care and food/beverage with a viable consumer target.”

Other findings include:

Gen Y and Gen X are significantly more likely to be managing high stress levels compared to older generations.

All generations want food and beverage labels that would show all the ways they would benefit their health.

Gen Yers are more likely to state they prefer to get all their daily nutritional requirements in the foods they eat, rather than supplements.

Gen Xers are looking for foods/beverages that boost energy, burn belly fat and provide stress relief while Boomers and Matures are more concerned with heart health, joint pain and lowering cholesterol.