Cristiano Ronaldo-Backed Bioniq Reveals Who’s Really Prioritizing Health

Inside the surprising shift in who’s turning to Bioniq’s personalized supplements (and what they’re really after)

With personalization becoming the new standard in both the fitness and wellness industry, it’s not just Gen Z leading the charge. 

A new analysis from Cristiano Ronaldo-backed personalized supplement brand Bioniq, based on data from more than 250,000 users across the U.S. and the GCC, reveals that older adults are just as engaged in health optimization as younger consumers. 

The supplement brand, now valued at $82 million, analyzed more than six million biochemical data points using its proprietary AI algorithm, which integrates health quiz responses with blood test results. The findings offer insight into how consumers across generations and the two regions are redefining their wellness priorities.

Here are the most striking trends:

Move Over Gen Z, Midlife Has Momentum 

While Gen Z  is certainly invested in all things wellness and better-for-you foods, it’s adults aged 35 to 60 who are driving the deepest engagement. Bioniq’s data shows the most active users are men aged 35–45 and women 45–60, peaking at 50–55, representing a clear signal that midlife is when long-term health, energy, and disease prevention become top priorities.

The Obesity Dilemma

In the United States, 40% of quiz-takers were classified as obese, with men more likely to be overweight and less likely to fall within a healthy weight range compared to women. In contrast, only 20% of users in the GCC were categorized as obese, and nearly half of GCC women were classified as having a healthy weight.

Bioniq’s data shows that healthy-weight and overweight individuals are more likely to remain engaged with the program, while obese users exhibit lower retention. Although an active lifestyle is linked to stronger long-term participation, the findings suggest that users classified as obese may disengage if they don’t see immediate results. Bioniq notes this underscores the need for stronger education and motivational support to sustain engagement in this group.

Nutrient Concerns 

Bioniq found that in the U.S., individuals focused on health and nutrient deficiencies tended to be older, particularly in the 44–55 age group. In contrast, health-conscious users in the GCC skewed younger, with the largest segment falling between ages 30 and 45.

Among women aged 18–35, 30% identified iron deficiency as a key concern. Encouragingly, 94% of Bioniq Pro members in this group optimized their ferritin levels within six months — though interest in iron levels tends to decline with age, according to the personalized supplement company.

The Brain Game

Is cognitive health becoming more important than chasing six-pack abs? The data suggests so. Nearly half of all Bioniq users ranked memory and focus as their top wellness goals, with younger users especially prioritizing brain function, sleep quality and anxiety management.

Aging Well Remains Universal

Half of all men, regardless of age, listed muscle strength as a top health priority, with younger men focused on muscle mass, cognitive performance, and libido support.

Older men, by contrast, are increasingly concerned with anti-aging, heart health, and bone strength.

For women, beauty and aging were the dominant themes. Younger users prioritized skin, hair, and nail health, while older women shifted their focus to memory and skin health. Across both genders, the desire to age well grows stronger with time.

“At Bioniq, we’ve observed a significant transformation in our audience over the years,” Bioniq founder and CEO Vadim Fedotov said. “While we initially catered to health enthusiasts and athletes, we’re now seeing a growing demand from an older demographic seeking personalized solutions for healthy aging and longevity. Additionally, the rise in female customers highlights the increasing awareness and demand for tailored health optimization. This evolution reinforces our goal to provide science-backed, data-driven supplementation for every stage of life.”

This spring, Bioniq announced a partnership with social wellness club Remedy Place to launch Meridian, a personalized health assessment program available to club members. As a perk of the collaboration, Remedy Place members also receive personalized, co-branded Bioniq x Remedy Place canisters to store their supplements.