From tiredness to fear of aging: why are millennials filling their routine with vitamins and supplements, how much are they willing to spend?

This summary is generated by artificial intelligence and reviewed by the editorial staff. There are days when coffee isn't enough, sleep hours aren't enough, and the schedule seems designed to test any reserve of energy. For millennials, born between 1981 and 1996, the solution might be a vitamin gummy, magnesium supplement, or protein dose. Not necessarily because they have a diagnosed nutritional deficiency, but because they want to make it to the end of the day with some battery left. The generation that turned self-care into part of its routine is broadening its reasons for consuming supplements. They are no longer just trying to compensate for what’s missing on their plate, but also aiming to perform better, sleep better, take care of their skin, and, deep down, delay the signs of aging as much as possible. The motivation isn't exclusively physical. According to Impulso Data Intelligence Unit, in an analysis prepared for Vitaldin, 32.5% of the emotional motivations associated with supplement consumption are linked to feeling invincible and not having to stop. This is supplemented by 26.8% who express fear of "aging badly," especially due to loss of beauty or mobility. Another 14.1% seeks to reduce anxiety and feel in control. The study also identified that digital interest in vitamin supplements in Lima increased by 45.2% between 2022 and 2025, with a projected additional growth of 7% for 2026. "Consumers are moving from just looking for vitamins to seeking solutions associated with their daily specific needs. This is leading the category towards more specialized offerings, where format, composition, and available information about each product are also gaining importance," says Sebastián Cordovez, CEO of Vitador, representative of Vitaldin. Energy for the day, rest for the night If we put numbers to fatigue, the main rational motivations identified by Impulso’s study for Vitaldin are quite revealing. 28.4% seek to increase their daily energy; 24.1%, to strengthen their defenses; and 18.5%, to improve physical appearance, mainly hair, skin, and nails. Added to this is 14.2% interested in supplementing a diet they consider insufficient due to lack of time, while 9.3% seeks to improve rest or combat insomnia. The concern about sleep also has an explanation in daily habits. Workdays are extending, screens accompany people until just before closing their eyes, and rest ends up competing with hours spent on social media. In this scenario, sleep-oriented supplements have gained visibility. "Millennials consume vitamins to have energy, sleep well, and feel relaxed," summarizes Cordovez. The company also identifies interest in products like melatonin and other formulas associated with rest. Furthermore, he adds that the average spending per purchase is between S/ 55 and S/ 60. However, the pursuit of well-being does not necessarily equate to a medical need. Claudia Ontaneda, director of the Nutrition and Dietetics program at the Peruvian University of Applied Sciences (UPC), warns that supplements are no longer promoted only to prevent or correct nutritional deficiencies, but also to support physical activity, improve perceived energy, promote rest, and maintain appearance. The specialist reminds everyone that fatigue, difficulty sleeping, or physical changes can have different causes. Therefore, supplementation must respond to an individual need and should not replace a balanced diet, rest, or physical activity. An athlete of "high suffering" There is another scenario where this generation seems to have found a new reason to open their wallets: sports. Or, to be more precise, that version of the amateur athlete who signs up for a 10-kilometer race, shares their training on social media, and ends Sunday with sore legs. The phenomenon of "low performance, high suffering athletes" also has its own consumption category. Proteins, creatine, electrolytes, and sports gels are beginning to be part of purchases made by those looking to improve their performance or simply recover after training. In that segment, supplements stop being exclusively associated with bodybuilding and become closer to a broader public. Erasmo Wong Seoane, CEO of Flora & Fauna, observes precisely this change. "Creatine, which was traditionally associated with bodybuilding and high-intensity training, is reaching a wider audience interested in preserving their muscle mass and maintaining an active lifestyle," he comments. The trend is also beginning to be reflected in sales channels. On PedidosYa, orders for vitamins and nutritional supplements have doubled in the last year compared to the previous period, considering purchases made through supermarkets, pharmacies, stores, and PedidosYa Market. "In the last year, we identified that the growth of vitamin and nutritional supplement orders has doubled compared to the previous year across the entire application," says Iván Maidana, Director of Quick Commerce at PedidosYa. Within this universe, consumers between 25 and 44 years old—a group that includes a good portion of millennials—account for nearly 60% of category sales on PedidosYa Market. "People aged 25 to 44 concentrate nearly 60% of the sales in this category," specifies Gonzalo Serván, Director of PedidosYa Market. What are they buying? According to PedidosYa, among the most requested products by millennials are Redoxon Total, More Sleep melatonin gummies, and Dyfferent chocolate protein bars. Together, these three products represent over 20% of vitamin and supplement orders made by this segment, according to platform information. The purchase, they explain, is starting to integrate into the stocking routine: sports supplements, proteins, and energy gels appear alongside products like bananas, eggs, and high-protein yogurts. It is no longer just about solving a specific need, but about adding these products to the usual basket. Practicality also sells The way supplements are consumed is changing. If before the ritual involved measuring powder, filling a shaker, and mixing it with water, now there are alternatives that fit in a bag or pocket. Gummies have become one of the formats capitalizing on this preference for practicality. Cordovez, from Vitador, explains that gummies are gaining ground because they allow consuming certain supplements without having to prepare a shake, search for water, or carry a larger container. The company has incorporated options related to energy, rest, and sports nutrition, and plans to expand its portfolio in the latter category. Impulso’s analysis for Vitaldin found that 40% of people included in the study expressed a preference for this format. Furthermore, searches related to gummies increased by 58% between the first and second semesters of 2025-2026. Among those who opt for them, 38% value that they don't look like medicine, and 31% notes that they do not need water to consume them. This transformation also represents an opportunity for brands and sales channels. Vitaldin, which operates in the Peruvian market through Vitador, expects to grow between 20% and 25% during 2026 and projects an increase of about 30% for next year, driven by the entry of new products and the expansion of its sports portfolio. The company notes that it has already incorporated between 28 and 30 products and expects to add around 40 more. From specialized retail, Wong points out that the natural medicine category is strategic for Flora & Fauna, and the company aims for it to account for 20% of its sales. This commitment includes new presentations and products that integrate functional ingredients into daily food, such as beverages and preparations with protein, collagen, creatine, or electrolytes. The business of feeling well The growth of this category also opens a discussion about the information consumers receive. Social media has turned ingredients like magnesium, creatine, and ashwagandha into protagonists in videos and recommendations that can spark interest in certain products quickly. "We even have clients who come to our stores, show us a TikTok video on their phone, and ask if we have the product they just saw," comments Wong. Although he acknowledges that these platforms can arouse interest in nutrition and well-being, he warns that information without scientific backing also circulates, and the benefits of some products are exaggerated. Américo Farfán, president of the Sector of Nutritional Supplements, Natural Products, Dietary Aids, and Sweeteners of the Health Guild of the Lima Chamber of Commerce (CCL), reminds that these products serve a complementary function and should not be mistaken for medicines. "Food supplements enter to complement a healthy diet. They will not cure an illness," he states. The industry representative also warns that the market faces problems of informality and barriers for companies seeking to commercialize their products while meeting regulatory requirements. From a nutritional perspective, Ontaneda, from UPC, insists that the decision to incorporate these products must start from an identified need and not just a trend. "A supplement can be useful when there is a deficiency or a specific nutritional requirement, but not all products have the same scientific backing, nor can their benefits be generalized," he concludes.