Nutraceutical awareness and usage among Gen Z in Khulna: Perceptions, trends, influencing factors, and problems

The global paradigm regarding diet, health, and disease prevention is shifting globally, driven by rising healthcare costs and the growing prevalence of lifestyle-related chronic conditions, such as diabetes and cardiovascular disease, leading to a shift in consumer behavior from disease treatment toward prevention. This new paradigm is characterized by the rapidly expanding nutraceutical market, which encompasses food-derived products such as dietary supplements and functional foods that have been scientifically validated for health benefits beyond basic nutrition. The Asia-Pacific region, including Bangladesh, is experiencing exponential market growth, fueled by an aging population, demand for natural products, and Gen Z’s (mid-1990s to early 2010s) strong focus on wellness and preventive health. However, Gen Z’s reliance on digital platforms for health information exposes them to both global trends and potential misinformation. In Bangladesh, a “double burden of malnutrition” coexists with rising Non-Communicable Diseases (NCDs), creating a vulnerable market where minimal regulatory oversight poses a significant public health risk. This study, therefore, aimed to characterize the behavioral drivers and influencers of Gen Z’s nutraceutical adoption in Bangladesh, identify critical barriers, and propose evidence-based policy recommendations. Using a quantitative survey, the study found that while a strong baseline health-conscious attitude exists, the high product cost was the most significant barrier. Furthermore, the most severe problems highlighted profound public health implications stemming from an information deficit and regulatory ambiguity, as respondents reported great difficulty in distinguishing genuine from fake products, lacking awareness of potential drug-nutraceutical interactions, and finding reliable information. These findings underscore that product availability is insufficient; consumers require accessible, reliable, and verified information to ensure safe usage. In conclusion, Gen Z in Bangladesh is highly motivated towards preventive health. Still, their engagement with the nutraceutical market is critically hindered by economic barriers and a severe information and trust gap, exacerbated by counterfeit products and a lack of awareness regarding drug-supplement interactions. To transition the local market from a high-risk landscape to a beneficial public health tool, stakeholders must prioritize initiatives that mandate clear and transparent product labeling, launch robust public education campaigns, and institutionalize reliable professional guidance to enhance both product safety and consumer trust, confirming that regulatory clarity and consumer literacy are the foundational steps required.