94% of adults fall A growing customer base of millenials, gen X and older adults Up to 94% of adult Americans fall short of getting complete nutrition. There has been an increased awareness of the need to fill the nutrient gap, with 42% of Gen Zers and 47% of Millennials polled reporting they began using supplements within the past 1-5 years.10 Did You Know? Gen Xers spend an average of $82.06 per purchase on vitamins and supplements, and Millennials spend $62.73.11 short of getting complete nutrition