See preferred supplements across different countries in 2025, by generation

A quarter of Gen Z eats organic food

A 2025 YouGov poll found that 25% of Gen Z US adults eat organic food, while 10% say they follow a whole-foods diet, meaning they seek out foods that are minimally processed.

Gen Z is drinking less alcohol than older generations

In the years 2001 through 2003, 72% of adults under age 35 said they drank. But by the time the years 2021 through 2023 rolled around, only 62% of under-35 adults could say the same, according to one recent study.

The average 401(k) balance for Gen Zers was $13K as of Q3 2024

For millennials, the average 401(k) plan balance was more than $66K at the time. It's worth noting that retirement savings goals are often much higher than what many people actually have saved.

Gen Z's love for perfume is boosting sales

Teen boys are the biggest driver in perfume sales as of the summer of 2025. They have increased their spending on fragrances 26% year-over-year as the trend blossoms on TikTok via #PerfumeTok. Additionally, users of weight loss drugs GLP-1 agonists are adding to sales, as they seek olfactory over culinary sensations.

US housing costs have risen by roughly 175% between 1991 and 2026—but a growing number of Gen Zers are becoming homeowners anyway. In 2025, 4% of homebuyers were Gen Z, up from 3% the year before.

Supplements often have issues with impurities, toxins, and inaccurate labels

Consumer Reports' tests of more than 20 supplement powders and shakes in 2025 found that more than two-thirds of them contain unsafe levels of lead. Some contained 10 times the amount of lead that's considered acceptable to ingest in a day. The levels they found, in some cases, were even higher than when they tested the products 15 years earlier.

Do you need a multivitamin?

In 2013, several researchers declared multivitamins dead, stating that so-called supplements had no clear benefits and might be harmful. But the science isn't so clear-cut. This article explores the question of who would benefit from...

The dietary market is worth more than $60B

Listen to this question and answer session with the US Food and Drug Administration about dietary supplements—vitamins, minerals, probiotics and similar products people may buy in liquid, pill, or powder form. They are categorized legally as a category of food and can be legally brought to market without the FDA even knowing about it, though consumers can tell FDA about issues with the products and FDA can take action to remove dangerous or unlawful items after they're available.

Supplements are only typically recommended for those with a proven deficiency

Blood tests and other dietary screening tools by clinicians and nutritionists can indicate whether someone is deficient in needed vitamins or minerals, and those results can then lead to a personalized care plan that may include supplements. Supplements can negatively interact with certain medications, so it's important to speak with your doctor about supplements before taking them.

Cancer rates are on the rise among GenXers and Millennials

Cancer rates are rising among Gen X and Millennials, with more cancer diagnoses being made in their 30s and 40s than previous generations. Factors such as prenatal exposures, environmental toxins, and lifestyle choices may contribute to this trend. Memorial Sloan Kettering Cancer Center's experts discuss these issues, exploring how these insights could reshape cancer risk understanding.

Gen Z prefers hybrid work over being fully remote

Contrary to popular belief, the younger generation is more likely than their older peers to want employees in the office more often. Millennials seem to have the strongest personal attachment to remote work among the generations, with 41% of remote-capable millennials saying they would be "extremely likely" to look for another job if remote options were partly or entirely eliminated at their workplace.

Collagen supplements have become a multibillion-dollar industry

Beginning in our 20s, the amount of this protein in our skin, muscles, and connective tissue declines. But independent, high-quality studies—like those that are double-blind—have not yet shown a significant association between their use and evidence of it improving skin elasticity, reducing wrinkles, or combating hair loss. Some collagen supplements do seem to help with joint pain and knee function, but NPR cautions that studies on that purpose are industry-funded.

Most Westerners don't need more protein, despite the protein boom

You can find the macronutrient in snack bars and pretzels, shakes, and more, even though most normal diets in the West are already protein-heavy with meat and milk. A mix of increased exercise culture and influencer sway has led to a market hungry for it.

Nearly half of millennials and Gen Z use BNPL, versus 21% of older generations

While applicants typically need a good credit score and credit history to qualify for many credit cards, that's not the case with buy now, pay later loans, making them more accessible forms of payment for younger generations.

The nutrients vegetarians and vegans need to keep in mind

Although most older Americans still enjoy their steaks and chicken, an estimated 2.5 million of those ages 55 and older have abandoned red meat and poultry in favor of a predominantly plant-based diet. Some people decide to go vegetarian or vegan...

Search this citation-heavy database of nutrition and supplement research

Explore a reference site that aggregates and summarizes peer-reviewed studies on hundreds of supplements and dietary interventions. It is ad-free and funded by subscriptions, making it a health resource without a financial stake in what you buy.

Roughly 10% of the world's population is older than 65 (2023 data)

With recent advances in medicine, sanitation, and nutrition, expected lifespans have rapidly risen around the globe—resulting in a rapidly aging global population. The worldwide distribution has seen a nearly 600% jump in the population of people aged 65 and older.

Amazon is the most-loved brand among baby boomers

Macy's ranked at number five for the oldest generation alive today, whereas Gen Xers have Apple in their number one slot. This data visualization outlines the most-loved brands among baby boomers.

Meet six commercially available synbio products

An article exploring the science behind synbio products currently on the market, and projecting the products that can be expected over the next 10 years.

Menopause may become a $600B industry

Companies marketing products and supplements to alleviate menopause symptoms and make life easier during this life stage have become a gold mine. This 2022 article explores how and why companies have swooped into this space, and whether you should trust them or not.

The average grocery trip in 2025 totaled $150.84, up 3.6% from the previous year

That's according to data from Consumer Affairs. Some prices, like for specific sodas and breakfast cereals, increased by more than 20% over the same time period.

The quest to find natural ways to extend lifespan

Tales of searching for the Fountain of Youth persist. Our modern-day version is marked by promises of pharmaceutical miracles and a proliferation of viral "biohacking" routines. One doctor’s quest to unlock the keys to longevity stimulated much of this renewed fervor, though his ideas are often taken out of context.

12% of adults were taking injectable GLP-1 for weight loss according to 2025 survey

Weight loss injectable use rose sharply between 2024 and fall 2025. The percentage of adults who reported taking this class of medicine specifically for weight loss increased to 12.4%, compared with 5.8% in February 2024 when Gallup first measured it.

As of 2025, about 16% of US adults are 'smartphone-only' internet users

Demographically, smartphone dependency is greatest among those below 30, Hispanics, Blacks, economically disadvantaged individuals, and those with less formal education. Home broadband adoption is at 78%, with rates highest among suburban residents.

23andMe declared bankruptcy in March 2025

The consumer genetic testing company, which offered detailed genetic profiles from users' saliva samples, suffered financially after they suffered a major data breach affecting almost 7 million customers in 2023. Its flagship product was a one-time genetic analysis which also made retention of users challenging.

Explaining the rise in adult sports leagues

Community sports leagues shifted from publicly supported entities to privatized ones in the 1990s, as tech advances streamlined registration processes. Millennial interest drove significant growth in social sports leagues for adults, growing much faster than other kinds of sports. A few industry leaders have benefited from this shift.

At the beginning of the 20th century, a group of young men ate standard American food—replete with food additives like borax and formaldehyde—as part of government research to better understand food safety.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

Telehealth demand for GLP-1s for weight loss is booming as consumers seek easier access.

Explore an interactive map built from more than 100,000 survey responses on where people find joy in their lives

Children are now three times more likely to say they want to be a YouTuber when they grow up than an astronaut, with some even attending 'YouTube camps' that teach kids how to create content for the platform.

As of 2025, the most cited papers in science include a review of graphene, methods to improve image recognition, streamlining electron density calculations, and optimizing protein studies.

While the first exchange-traded fund (a 'basket' of different assets that can be bought and sold on a stock exchange) in the US only launched in 1993, the global ETF market has grown to more than $10T in the short time since.

11 people died from firework injuries in the US in 2024.

A century of Billboard issues documenting the evolution of popular music.

Studies suggest when you sleep is as important as how much you get, and syncing with your circadian rhythms may lead to less fatigue and improved long-term health outcomes

Electrical grids worldwide must double their power delivery capacity by 2050 to meet surging demand from AI and electric vehicles.

Indefinite cloning of some endangered species may not sustain their longevity because cloning success rates decrease as genetic mutations accumulate.

Bone marrow (soft tissue found inside certain bones) generates roughly 500 billion new blood cells each day

An Ebola vaccine was developed during the 2018 west African Ebola outbreak, but the 2026 Ebola outbreak is with a different species of the virus, not the one that the vaccine is approved to treat.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

About 2,000 US babies are born annually without some portion of their limbs, potentially leading to a lifetime of pricey prosthetics.

Calculate how much of your tax dollars go to each federal program based on your income, filing status, and number of children

NBA superstar Victor Wembanyama spent the 2025 summer training with monks in central China to enhance his body and mind.

In 2025, four executives from large tech companies were given positions in the US Army Reserves—including Palantir Chief Technology Officer Shyam Sankar, which reinforced Palantir's ties with the US military and its role as a leading defense partner.

The US Constitution is widely regarded as the longest-standing written national constitution still in force—see how it has influenced rights worldwide.

Coral reefs get their colors from zooxanthellae—microorganisms that line corals' digestive tracts and provide them with sugars in exchange for a home within this protective tissue.

Lesser-known phobias include turophobia, or the fear of cheese, and nomophobia, the fear of being without your cell phone.

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

Most of the observable universe's volume consists of voids and supervoids—enormous regions of space with little to no galaxies, stars, or light.