In an article for SupplySide Supplement Journal, Adel Villalobos emphasizes the importance of targeting Generation X (Gen X) consumers for active nutrition supplementation.

Active nutrition is a growing segment within the health and wellness industry. Consumers are increasingly aware of their health needs and seek nutritional sources to support goals like muscle mass increase and enhanced hydration.

Millennials are a significant driver of this growth due to their focus on healthy living, physical activity, and nutritional awareness. However, companies should not overlook Gen X (ages 40-50+), who represent about 19.5% of the U.S. population. Gen X consumers have unique health needs and can benefit from supplements that support a healthier and more active life.

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