The 1’s Gen Z gym membership buyers rise eightfold in 3 years

The number of Generation Z (Gen Z) gym membership buyers in The 1 Insight’s data rose eightfold over three years, far outpacing growth in sports-product buyers as younger consumers expanded their interest in fitness to activities and services.

Among the Gen Z members covered by The 1 Insight, the number buying sports products grew 1.2-fold over the three-year period, while golf club membership buyers increased 4.5-fold.

The 1 Insight’s analysis found that Gen Z lifestyle spending grew across every category examined over three years, with active lifestyles standing out. The faster growth in fitness-service buyers suggests that interest in exercise is extending beyond purchases of sports products towards more sustained participation.

Gen Z spends more on sport than travel

Gen Z was the only generation in The 1 Insight’s three-year analysis to spend more on sport than travel. Generation Y, Generation X and baby boomers continued to spend more on travel.

The 1 Insight places the growing interest in fitness activities alongside the rising popularity of HYROX, a competition combining running and functional exercises. Widespread discussion of HYROX on social media and among celebrities reflects the increasingly prominent place of active lifestyles in younger consumers’ lives, according to the analysis.

Gen Z healthy snack buyers double in three years

The number of Gen Z members buying healthy snacks doubled over three years, according to The 1 Insight. The category includes nuts, dried fruit and dried meat.

Gen Z’s changing food purchases suggest that health considerations are becoming part of everyday shopping decisions, rather than being confined to exercise, The 1 Insight found.

Gen Z alternative drink and alcohol buyers both grow

The 1 Insight recorded a doubling in Gen Z alternative-drink buyers over three years, alongside a 1.5-fold increase in members purchasing alcohol.

Alternative beverages in The 1 Insight’s analysis include 0.0% and alcohol-free drinks, beverages with no added sugar, sparkling tea and sparkling water. The wider range of choices reflects an interest in bringing health and well-being into social occasions.

The increase in Gen Z alcohol buyers is an important qualification to the wellness trend. The 1 Insight interprets the parallel growth in alcohol and alternative-drink buyers as evidence that younger consumers continue to value socialising and varied experiences alongside looking after themselves.

Gen Z blends self-care with social life

Gen Z’s approach to well-being is about balancing self-care with enjoyment rather than cutting out fun, according to The 1 Insight. Exercise, food and drink choices, and socialising are becoming connected parts of everyday life rather than separate or short-lived interests.

For businesses, The 1 Insight identifies an opportunity to respond to the different aspects of Gen Z’s lives with products, services and experiences that combine health, enjoyment and social interaction.