From Nutrition to Connection: Seafood Has the Goods but Wellness Consumers Need the Story
Don’t let the holiday weekend feeds fool you.
While socials will inevitably be flooded with fireworks, BBQ forward food, and folks, as we used to say in the olden days of the early 2010s, “getting crunked”, the day to day vibes and actions of millennials and Gen Z look a lot different.
Wellness is trending, hard and year round. It’s cold plunges. Sauna culture. Journaling. SPF. Sober-curious. Hydration. Walking pads. Red light therapy. GOING to therapy. And most tellingly—a willingness to spend money and time on feeling better.
It’s a broader shift that runs deeper than aesthetics. This is a generational recalibration of what it means to feel good in your body and mind. Younger consumers, particularly Gen Z and millennials, are centering wellness in their day-to-day lives and spending habits. Whether it’s physical strength, mental clarity, emotional stability, or long-term vitality, health has become a non-negotiable that they’re willing to invest in it.
Wellness isn’t a niche anymore. And for many younger consumers, it’s not just about looking good. It’s about feeling equipped for life, for work, for joy, and for whatever unprecedented event comes next.
These generations are spending disproportionately on wellness. According to The Globe and Mail, of the $500+ billion annual value of the US wellness market, Gen Z and millennials make up nearly 41% of that spend. The list of reasons is long, nuanced, and can quickly verge into the realm of philosophy, but a few highlights:
They’re burnt out.
They’re skeptical of institutions.
They’re tired of being told to “just push through.”
So they’re pushing back with their wallets.
In intense times, which we feel it’s safe to say we’re living in, investing in your own health and energy isn’t considered an indulgence anymore. It’s become a survival strategy.
So when it comes to choosing what they eat, they're doing their homework, deeply and digitally before adding to cart.
Why Should the Seafood Industry Care?
Because we’re sitting on one of the most functionally perfect foods for this moment in consumer culture. And we know it’s not just claims—it really is that good for you.
May we remind that seafood offers:
Lean, high-quality protein
Essential vitamins and minerals
Omega-3s (good for heart, cognitive function, skin, joints)
Natural support for gut health, energy, and immunity
Whole-food solutions without need for added claims
Options that are great for kids, adults, athletes, and people with dietary restrictions
A more sustainable footprint than many animal proteins
It checks every box. We’ve said it out loud in campaigns, but the message still isn’t landing.
Why? The same reason you probably skimmed over that list, reading but not retaining. No shade. We got bored writing it out again too.
Because listing features isn’t the same as building connections. Bridging the emotion gap is what makes those bullet points actually stick.
Health Stories > Health Stats
Today’s consumers aren’t just looking for data. They want to see and relate to the real-life impact of food choices. They’re looking for stories. We have to move beyond listing features and begin translating the value of seafood into stories that connect with consumer need, through trusted voices that they already know:
A young athlete sharing how eating salmon post-workout helps her recover faster
A new parent choosing sardines for their toddler’s brain development and iron needs
Someone navigating anxiety who finds stability in a regular diet of omega-3 rich fish
A sustainability-motivated student choosing mussels because they support the health of the ocean and their body
A fitness coach breaking down why seafood is a clean protein for lean muscle, without the gut strain
This is where storytelling takes center stage and where seafood marketing can actually meet this new wellness wave head-on with real-life resonance.
The Messaging Needs to Evolve
Seafood should be a poster child for the modern wellness movement. But it’s lumbering under the weight of its own complexity, legacy systems, and lack of modern communication.
Gen Z and millennials aren’t a monolith when it comes to wellness, but they are united by one thing: they want information they can trust—and they want to see how it fits into their real lives. Sleep, mental health, appearance, longevity, whatever the benefit is seafood can fit into their wellness matrix. But it has to show up clearly, creatively, and with the goal to connect in order to do so.
🔓 Break barriers: Wellness isn’t a product category—it’s a mindset. Don’t silo seafood into “nutrition.” Show how it fits into real solutions. Could your brand partner with a fitness program? A wellness influencer? A sustainable food subscription box? Think in experiences.
📚 Emphasize expertise: The list does have its place, but it’s all in the delivery. When it comes to claims, consumers want science-backed clarity, not vagueries. Highlight the data value of your product in ways that build trust, not overwhelm, by inviting trusted people to tell that story on your behalf.
💸 Deliver value: Value isn’t only determined by price. For many younger consumers it’s about the return on investment for their bodies, minds, and future. Help people see through example how your product is a wise investment.
Seafood already fits in the wellness category. It meets modern wellness priorities around nourishment, sustainability, and feeling good in your body without even trying.
Now it just needs to show up and communicate that in a way that feels like it fits too.