UK | Despite their reputation for leading the UK's wellness boom, new research revealed that Gen Z lacked fresh produce consumption.
The research revealed that almost nine in ten of Britain's adult Gen Z population (age 18 to 29) have failed to reach the World Health Organisation’s (WHO) recommended daily intake of fruit and vegetables. Half have not heard of the guidelines advising 400g of fruit and vegetables daily.
Barriers To Healthy Eating
Ipsos' research, commissioned by healthy food tech company Picadeli, found that the main reasons people did not eat 400g of fruit and vegetables daily was a lack of inspiration for meal preparation (43 percent) and a lack of time (39 percent).
Price was also a huge barrier for Gen Z, with over two-fifths (42 percent) saying that cost was the main reason for not choosing a healthy meal for lunch. When asked what would make them swap a non-salad-based lunch for a lunch salad, 49 percent stated better pricing.
Overall, 94 percent stated they would buy more fruits and vegetables if cheaper and would choose them more often if they were easier to access.
Gen Z’s Views on Tax and Childhood Habits
Sixty-three percent believed a higher tax on junk food would encourage them to make healthier food choices. Ninety-two percent agreed that zero tax on fruit and vegetables would encourage them to make more healthy food choices, and 95 percent believe that providing free fruit and vegetables in school from an early age would encourage healthier eating habits.
The Digital Appetite
Social media has shaped Gen Z's food choices. The research found that 65 percent believed social media impacted their perception of healthy eating, with Instagram and TikTok having the most significant influence.
For this social-first generation, visual appeal is paramount; if the food looks appealing, it will inspire them to try something new. Beyond digital influences, personal connections remain powerful, with 41 percent of Gen Z still turning to friends for food inspiration.
"Gen Z is the paradox generation – optimistic yet burnt out, idealistic yet cynical. And, just as they embrace Shein and Primark despite valuing sustainability, there’s often a gap between their aspirations and their reality regarding eating enough fruit and vegetables,” said Henry Coutinho-Mason, one of the world’s leading authorities on consumer trends.
“Social media is their dominant source of information and inspiration. Still, when it comes to practical action, we need more real-world socialisation – seeing, experiencing, and learning from immediate friends and family.
Gen Z Behaviours - UK versus International
Knowledge: Only half of UK adult Gen Z have heard of the WHO guidelines, significantly trailing behind France and Belgium. The US ranked lowest among surveyed countries at just 38 percent awareness.
Sweet vs. Salty Preferences: When identifying the most irresistible food cravings, all countries preferred sweet options over salty ones, with the notable exception of the US, which bucked this global trend.
Universal Comfort Foods: A common thread across all nations was the powerful appeal of comfort foods. Dishes like mac and cheese and pizza consistently ranked among the top three most irresistible cravings.
Spice Appreciation: Germans and Americans demonstrated stronger preferences for spicy cuisine, voting for dishes like tacos and curry more frequently than respondents from other countries. However, these weren't necessarily their most irresistible cravings overall.
Environmental Considerations: France and the US placed notably higher importance on "environment" as a factor influencing meal selection than all other nations.
“The question of what will drive healthier food choices in the future is one of the most pressing challenges today,” said David von Laskowski, Group CEO at Picadeli.
“By putting the younger generation in the spotlight and examining their preferences, habits, and behaviours around healthy food, we aim to raise awareness of what truly matters in driving real change for a healthier future. This is at the core of our mission.”
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