Nature’s Truth, Natural Vitality Launch Gen Z College Supplement Tour

Nature’s Truth and Natural Vitality are hitting the road with a five-campus “Take Your Vitamins” tour, serving up samples, swag and social buzz to win Gen Z supplement fans

Once a parental nag, “take your vitamins” is now the rallying cry of a campus tour from two leading supplement brands courting Gen Z.

Nature’s Truth and Natural Vitality are hitting the road this month to win over Gen Z consumers, a demographic that is increasingly driving growth in the $40 billion U.S. vitamins and supplements market.

Aptly titled the “Take Your Vitamins Tour,” the two brands will visit five universities, including the University of Cincinnati, University of Central Florida, University of Texas at San Antonio, University of Massachusetts and University of Minnesota, with pop-up sampling stations, product giveaways and onsite influencer activations to boost brand awareness among younger buyers.

Featured products will include Nature’s Truth ashwagandha and melatonin gummies, along with Natural Vitality’s Calm-branded magnesium gummies and powder stick packs.

Gen Z and millennials make up just over 36% of the U.S. adult population but account for more than 41% of annual wellness spend, according to a recent McKinsey report. Two-thirds of younger consumers purchased functional-nutrition products last year, with top benefits sought including energy, gut health, immunity and muscle support. The tour’s ashwagandha, melatonin and Calm products align with those interests, targeting stress relief and sleep support, two needs common among stressed and sleep-deprived college students.

The push to capture younger wellness consumers is also playing out in retail. The Vitamin Shoppe, now led by returning CEO Sharon Leite, is testing experiential “Hometown Stores” that provide branded space for local and emerging wellness companies, intending to attract younger, experience-driven shoppers.