Gen Z's Wellness Lifestyle: A Partnership with Slow Recipe

Wellness has evolved beyond mere physical health. It's now a holistic concept encompassing physical, mental, emotional, social, and environmental well-being. Recently, wellness has expanded from simply "being in good condition" or "preventing illness" to active self-management, where individuals proactively design and implement their own lifestyles. Consumers no longer see wellness as something "provided" by medical professionals but as a core daily value they choose and practice themselves.

At the heart of this transformation is Gen Z. This generation, prioritizing authenticity, transparency, self-expression, and values-driven consumption, has emerged as a key consumer group driving wellness trends. They use their purchasing power to reflect values important to them, such as health, mental balance, sustainability, and ethical consumption, and they expect brands to meet these same standards. In contrast to previous generations, Gen Z is often called the "wellness generation" because they drink less alcohol and focus on life balance and self-care through adequate rest and sleep, travel, self-improvement, and mindfulness.

As the meaning and practice of wellness change today, Gen Z is setting new standards and directions for wellness consumption, exerting significant influence across industries.

The recent surge in matcha consumption in the United States clearly demonstrates Gen Z's rise as a key consumer in the wellness market.

The US matcha market is projected to grow from approximately $478.8 million in 2024 to $762.6 million by 2030, boasting a high compound annual growth rate of 8.3%. This growth is primarily driven by younger generations, particularly Gen Z and millennials. In recent years, matcha has transformed from a simple health drink into a lifestyle icon, blending wellness with social media trends.

Among teenage and twenty-something women, matcha is particularly popular as a "hip" alternative to coffee. Its health benefits, such as antioxidants and L-theanine, are highlighted, and its wellness values like stress reduction and improved concentration align perfectly with Gen Z's lifestyle. They don't just consume matcha for health; they also share visually appealing matcha drinks on social media, simultaneously expressing themselves and participating in trend consumption. The hashtag #matcha has garnered over 2 million posts on TikTok and more than 400,000 on Instagram, showcasing Gen Z's powerful social media reach.

"Blank Street Coffee," a popular US cafe chain, is spearheading the "matcha boom" among teenagers with its "super aesthetic" store atmosphere and matcha lattes, specifically targeting Gen Z customers. Gen Z customers often prefer matcha lattes with sweet syrups like strawberry shortcake or banana bread over the traditional matcha taste. They've also created playful cultural phenomena like "matcha spill" (intentionally spilling matcha latte to photograph it with fashion items) that go viral on social media. This demonstrates how Gen Z is leading a new consumer culture by combining wellness, trends, self-expression, and digital play.

Furthermore, major US supermarkets, premium cafes, and food brands are scrambling to launch matcha products, a strategy designed to meet Gen Z and millennials' desires for health, sustainability, and visually appealing consumption. The recent increase in matcha consumption in the US is a prime example of Gen Z's role as a leading force in wellness consumption.

The rise of matcha as a symbol of the wellness trend is a prime example of Gen Z cementing its position as a dominant consumer force. However, this shift isn't limited to a single beverage; Gen Z's influence is rapidly spreading across various aspects of lifestyle.

Recent global research and industry reports indicate that Gen Z is driving consumer trends not only in food and beverages but also in fitness, beauty, self-care, home care, travel, and fashion. They prioritize wellness, self-expression, sustainability, and mental health as core values. For instance, according to McKinsey's 2025 Future of Wellness report, Gen Z accounts for only 36% of the total adult population in the US but makes up 41% of annual wellness-related spending, with their wellness consumption spanning daily life areas such as sleep, health, appearance, and mindfulness.

Gen Z actively designs and implements their own routines, including healthy eating habits, exercise, meditation, skincare, eco-friendly products, and emotional management. They embrace wellness consumption as "everyday, personalized practices."

Particularly under the influence of social media and digital platforms, Gen Z is rapidly disseminating wellness trends. Platforms like TikTok and Instagram are brimming with wellness content, including healthy recipes, home workouts, meditation, self-care, and eco-friendly lifestyles, which translates into actual consumer behavior.

Moreover, Gen Z emphasizes sustainability and ethical consumption, preferring eco-friendly, clean-label, and vegan products in categories like tableware, home care, fashion, and beauty. They also demand transparency and social responsibility from brands.

Ultimately, beyond matcha, Gen Z is shaping a new lifestyle centered on wellness, sustainability, self-care, and social responsibility. Their choices and actions are expected to have a decisive impact on global consumer markets and brand strategies in the years to come.

Slow Recipe carefully selects and introduces products across various lifestyle categories that align with Gen Z's wellness trends and values. We go beyond simple health items to offer a diverse range of products that embody sophisticated design, environmental friendliness, and sustainability. For example, our tableware made from recycled materials, home care products with natural ingredients, and vegan-certified beauty items satisfy Gen Z's pursuit of ethical consumption, self-expression, and practicality.

Slow Recipe is not just selling products; we're realizing the authenticity, transparency, and social responsibility that Gen Z values. We achieve this through collaborations with brands that practice sustainable lifestyles and by transparently disclosing product manufacturing processes and environmental impacts.

In this way, Slow Recipe is positioning itself as a platform that drives Gen Z's lifestyle revolution through a curated selection that satisfies wellness, sustainability, and sophisticated taste.

How about enjoying a healthy cup of matcha today in a stylish, eco-friendly cup suggested by Slow Recipe? It's a small step, but it can be a special moment to begin your own wellness and sustainable lifestyle. Would you like to experience a healthy choice for your day right now?

SAME.D is a tableware brand inspired by artistic sensibilities from Paris, France, featuring a natural handwritten mood and sophisticated design.

REVE DE L’AUBE is a warm and sentimental tableware brand that brings the excitement and anticipation of “a dream at dawn” to your everyday table.

MOMUR WEEKEND is a lifestyle and kitchenware brand created by food stylists and Korean ceramic experts, offering the relaxed mood of a weekend and happy moments in the kitchen.