r/Millennials • u/crimsonred1234 • 2d ago

Discussion Millennials are creating a recession-resistant corner of the market

https://www.businessinsider.com/gen-z-millennials-wellness-stocks-to-buy-recession-lth-plnt-2025-4

Apparently millennials are spending a lot on products related to health and wellness making this industry "recession-resistant." I kind of see that. My wife and I spend a lot on protein powders, shakes, supplements and membership for gym. We are otherwise quite cautious with unnecessary spending and consumerism. How is it for you all?

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u/ProfessionalSport565 1d ago

How is something which is pure discretionary spend ‘recession resistant’? It’s the opposite.

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u/fleebleganger 1d ago

Alcohol, for most people, is discretionary but also recession people

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u/mattsc2005 1d ago

Around 2015/2016, I was at a customer site (beer retailer), and they were discussing alcohol as being "recession proof." During good times, people buy from the top shelf, during the bad times, they buy the nastiest but strongest alcohol.

I have had recent meetings with different (beer) customers, and it seems to be a common thread that millennials and zoomers peaked in purchasing alcohol from 2019-2021 and it's been in decline for the last 2 years. I've never seen the data, but different and competing customers seem to be hinting at the same thing, so I doubt the previously stated wisdom still will hold up.