Fitt Insider Gen Z's Fitness Spending, The End of Anti-Aging, Talkspace's $835M Deal
Mar 11, 2026
Gen Z is spending more on gyms, golf, and clubs while alcohol bingeing and retail booze purchases decline. Low‑ABV and alcohol‑free drinks gain traction alongside fitness partnerships. Skincare shoppers favor clinically proven products and biohacking interest jumps. New categories like neurocosmetics and functional fragrances aim to influence mood and focus. A major health system buys a large virtual therapy platform, expanding clinician access and covered lives.
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Gen Z Prioritizes Gym Time Over Heavy Drinking
- Gen Z is spending more on fitness and socializing, with gym, golf, and country club memberships rising 9% year-over-year for Gen Z.
- Bank of America credit-card data also shows retail alcohol purchases down 5% while bar spending rose 4%, and binge drinking among 21–34 year-olds fell 10% over the last decade.
Science-Backed Skincare Replaces Quick Fixes
- Consumers are shifting from quick cosmetic fixes to routines focused on resilience, with 'clinically proven' skincare claims up 45% year-over-year.
- Interest in biohacking and hormone health rose 35%, driving categories like neurocosmetics and functional fragrances.
Appearance Now Linked To Metabolism Sleep And Stress
- Appearance concerns are reframed as metabolic, sleep, and stress issues, shifting product innovation toward mood and focus impacts.
- This spawned neurocosmetics and functional fragrances aimed at emotional regulation and focus.