When shopping for my family, I joke that my children could love one particular snack that it consumes my cabinet space only for them to change their mind the next week. Although I think this can be commonplace for many homes with young kids, once they enter their teen and adult years, more preferences begin to hold firm. With Gen Z straddling the childhood and adulthood range, many brand owners are eager to understand this generation ― so that their figurative shelves aren’t stocked with unwanted products.

In a report from Mintel titled “4 Facts About Gen Z Consumers and the Opportunities They Present for Brands,” the market research firm details some of the behaviors, preferences and spending patterns driving Gen Z that go beyond the media-making headlines. With an age range of 13 to 26, Mintel notes that as more of this generation transitions into adulthood they are establishing themselves in terms of identity, housing, careers, relationship and parenthood.

“It also means that marketers are increasingly speaking directly to members of this group, who are gaining financial independence and decision-making authority,” the report states.

One of the four facts identified by Mintel is “Mental health is Gen Z’s top health priority.” The report identified that when ranking their top health priorities, adult Gen Z’s Top 3 were “Taking care of my mental health” (42%), “Managing my stress” (41%), and “Taking time for myself” (38%). In comparison, the top health priority for total adults was “Eating healthy” (44%).

(Images courtesy of Core Hydration)

“While this focus presents an opportunity for brands to step in and help young adults manage stressful areas of life, it also points to inherent qualities this group would like to see built into brand positioning for a lower-stress baseline,” the report states.

Recognizing the demand for beverages with functional benefits that support a healthy way of life, Bigelow Tea released this summer three new tea varieties: with Peak Energy Black Tea plus extra L-Theanine and Caffeine, Whispering Wildflowers Herbal Tea plus L-Theanine, and Ginger Honey Herbal Tea plus Zinc.

The company highlights studies that L-theanine, which does not naturally occur in herbal teas, can promote a calming effect that might boost mood and help to manage stress and anxiety. As such, the L-Theanine has been combined with the florals in Whispering Wildflowers Herbal Tea plus L-Theanine, to create a cup of tea that not only helps reduce stress but also provides a quiet moment of relaxation, the company says.

“Tea has always been a source of comfort and well-being,” said Cindi Bigelow, president and CEO of family-owned Bigelow Tea, in a statement at the time of the launch. “Knowing this, I am excited to announce the expansion of the Bigelow Tea Signature Line with three new teas that provide not only uncompromising exceptional flavor our consumers have grown to rely on, but also include ingredients and nutrients with functional benefits that help support a healthy lifestyle.”

Beverage-makers also are incorporating relaxation properties into hydration beverages. For example, Core Hydration released earlier this year Core Hydration+, a series of nutrient-enhanced waters each formulated to support overall health with functional ingredients such as vitamin C, zinc, biotin and L-Theanine and infused with real fruit essences and extracts. Core Hydration+ Calm is infused with L-theanine with a clean cucumber taste, it says.

“Our research indicates consumers are seeking ways for their beverages to improve physical and emotional well-being,” said Kelli Freeman, senior vice president of brand marketing for Core Hydration, in a statement at the time of the launch. “‘Genzennials’ especially are asking for functional attributes plus hydration to support overall wellness, so our team of ingredient, nutrition and flavor scientists created Core Hydration+ to meet these needs and provide great flavors from real fruit extracts and essences.”

As Gen Z is coming into their own and research shows the priority mental health and relaxation, developing products that support this need state will be key to brands wanting to engage with this coming of age demographic. BI