As stress, gut discomfort and metabolic pressures rise, how are next generation consumers (18–30-year-olds across the UK, USA and China) reshaping the wellness landscape — and what does this mean for probiotics, functional nutrition and microbiome-powered solutions?
A presentation shared at Probiota 2026 by Ewa Hudson, Director of Insights at Lumina Intelligence.
This session explored:
- Mind–Gut–Metabolism connection: Why mental health, digestive balance and metabolic goals are converging — and what this means for next-gen product strategies.
- Formats, trust & decision drivers: Which factors influence young consumers’ choices, and how new behaviours are redefining engagement.
- The GLP-1 ripple effect: How weight-loss drugs are creating new opportunities for microbiome-supporting solutions.
Whether you’re innovating, strategizing, or tracking emerging consumer shifts, this session revealed how the next generation is rewriting the rules of gut-first wellness.