Millennial Parents Wellness Psychographics


Determine millennial parents' attitudes towards health and fitness. The information will be used to understand this age segment's health and fitness preferences.

Early Findings

  • Around 25% of millennials in the US are parents.
  • As more millennials become parents, they are expected to prefer more organic products.
  • Millennial parents also refer to online sources to know more about new products such as product reviews, blogs, and mobile apps.
  • They also prefer smartphones over other devices when accessing their favorite online sites.
  • Millennial parents (37%) also tend to buy meal kits compared to older parents (27%).
  • Technology is seen to evolve to rise to the needs of the most digitally-driven generation of parents, the millennials.
  • Apps and websites are observed to be the typical go-to choice of millennial parents who are looking for information.
  • Millennial parents are spending around $10,000 annually or around 12% of their average income on childcare expenses.
  • They also prioritize expenses that are associated with healthcare and healthy consumption.
  • Around 56% of the millennial parents' incomes are allotted for healthcare costs while 48% are set aside for healthy eating spending.
  • Based on a survey from impossible foods, 72% of millennial parents consume greater amount of plant-based meat substitutes compared to those without children.


In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

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Our initial research provided some information on certain psychographic traits of young millennial parents. Given that there are available resources on this topic, we propose continuing the research to provide the full psychographic profile of young millennial parents with regard to health and fitness. We will include their wellness values, other interests that intersect, and how they spend their time and money on this area. We will also include their fitness habits around the following: do they download workout apps, do they follow fitness influencers on social media, do they buy fitness related products, are they proactive to live a healthy lifestyle (eating healthy, working out, visiting the doctor for well visits, taking vitamins, open to new fitness trends and advice). We will also determine their subscription habits such as if they subscribe to meal kits, wellness or mindfulness apps, fitness apps, meditation apps, and other similar health apps. This will be a US focused-research.