State of Our Health Q4 2021 Report

Today’s midlife consumers are different from 10 years ago. Half Millennials and half Gen X, midlife adults today bring the distinctive approaches to eating and exercise that Gen X pioneered and Millennials made mainstream. At the same time, midlife is a pivotal time in health and wellness regardless of generation. Needs and motivations around food and fitness are in transition as midlife adults balance youthful attitudes and activities with the physical realities of age.