Food: Majority of Gen Z in UK ‘missing daily fruit and veg target’
- InsightTrendsWorld
- Mar 20
- 10 min read
Why it is the topic trending (bullets, detailed description):
Focus on Gen Z Health Habits: There's increasing interest and scrutiny on the health behaviors of younger generations, particularly regarding diet and wellness, given their future impact on public health and the economy.
Paradoxical Findings: The article highlights a potential contradiction where Gen Z is often perceived as driving wellness trends, yet this research suggests they are falling short on basic healthy eating guidelines, making it a noteworthy and potentially concerning finding.
New Research Release: The findings are based on a newly released report, the Vegocracy Report 2025 by Picadeli, making it timely and newsworthy.
Comparison to International Peers: The research includes comparisons of Gen Z's awareness of health guidelines and food preferences across different countries (UK, France, Belgium, US, Germany, Sweden, Finland), adding an international perspective to the topic.
Social Media Influence on Diet: The significant role of social media in shaping Gen Z's food choices is a trending topic of discussion, and this article provides data supporting this influence.
Overview:
The article presents research from Picadeli's Vegocracy Report indicating that a large majority (86%) of Gen Z adults in the UK are not meeting the World Health Organisation's recommended daily intake of fruit and vegetables (400g). The report explores the reasons behind this, including lack of inspiration, time constraints, and the perceived cost of healthy food. It also highlights the role of social media in shaping Gen Z's food choices and compares the UK findings to those of other European countries and the US.
Detailed Findings:
Low Fruit and Vegetable Intake: 86% of UK Gen Z adults (18-29 years old) fail to meet the WHO's daily fruit and vegetable recommendation.
Lack of Awareness: 50% of UK Gen Z have not even heard of the 400g daily guideline.
Barriers to Healthy Eating: The main reasons cited for not eating enough fruit and vegetables are lack of inspiration for meal preparation (43%), lack of time (39%), and cost (42% see it as the main barrier for a healthy lunch).
Price Sensitivity: 49% of Gen Z would swap a non-salad lunch for a salad if the price was better. 94% said they would buy more fruit and vegetables if cheaper and easier to access.
Support for Policy Changes: 63% believe a higher tax on junk food would encourage healthier choices, and 92% support zero tax on fruit and vegetables. 95% think free fruit and vegetables in schools would help.
Social Media Influence: 65% of Gen Z believe social media impacts their perception of healthy eating, with Instagram (75%) and TikTok (65%) being the biggest influences.
Visual Appeal: 29% are inspired to try new foods if they look appealing.
Peer Influence: 41% still turn to friends for food inspiration.
Lower Awareness in UK: UK Gen Z's awareness of WHO guidelines (50%) is lower than in France (62%) and Belgium (63%), and significantly higher than the US (38%).
Preference for Sweet Cravings: All surveyed countries prefer sweet over salty cravings, except the US.
Universal Appeal of Comfort Foods: Mac and cheese and pizza are top comfort food cravings across all countries.
Spicy Food Preference (Specific Countries): Germans and Americans show a stronger preference for spicy dishes like tacos and curry.
Environmental Considerations (Specific Countries): France and the US place a higher importance on the environment when choosing meals compared to other nations.
Key Takeaway:
Despite a perception of being health-conscious, a significant majority of Gen Z adults in the UK are not consuming enough fruit and vegetables daily, primarily due to lack of inspiration, time constraints, and cost, while their food choices are heavily influenced by social media.
Main Trend: Gen Z's Disconnect Between Wellness Perception and Nutritional Reality
Description of the trend: This trend describes a situation where the generation often associated with driving health and wellness trends appears to be struggling to meet basic nutritional guidelines for fruit and vegetable intake. There's a potential gap between their awareness or interest in broader wellness concepts and their actual dietary habits, influenced by factors like convenience, cost, and digital media.
What is consumer motivation:
Convenience: Gen Z may prioritize quick and easy meal options over preparing meals with fresh produce due to time constraints.
Cost-Consciousness: Affordability is a significant factor, with many perceiving healthy options like fresh produce as more expensive than less healthy alternatives.
Lack of Culinary Skills/Inspiration: A lack of confidence or inspiration in preparing meals with fruits and vegetables can lead to lower consumption.
Social Influence: Food choices can be heavily influenced by trends and visuals seen on social media, which may not always prioritize fruit and vegetable consumption.
Taste and Preference: While not explicitly stated, taste preferences and a potential preference for less healthy, processed foods could also play a role.
What is driving trend:
Fast-Paced Lifestyles: Gen Z often leads busy lives with work, studies, and social activities, leaving less time for meal preparation.
Economic Pressures: Cost of living, especially for young adults, can make cheaper, less nutritious options more appealing.
Dominance of Processed and Convenient Foods: The easy availability and affordability of processed and fast foods can lead to their frequent consumption over fresh produce.
Influence of Digital Culture: Social media algorithms and trends may inadvertently promote less healthy food choices through visually appealing but nutritionally poor content.
Limited Nutritional Education: A lack of awareness about the importance and recommended intake of fruits and vegetables, as highlighted by the 50% unaware of WHO guidelines, contributes to the issue.
What is motivation beyond the trend:
Beyond the immediate factors influencing Gen Z's fruit and vegetable intake, there might be a broader societal trend of:
Focus on Immediate Gratification: A preference for quick and easy solutions and results, potentially impacting long-term health considerations.
Information Overload and Misinformation: Navigating the vast amount of often contradictory information about health and nutrition can be challenging.
Shifting Food Culture: A gradual shift away from traditional home-cooked meals towards more convenience-based and externally sourced food options.
Description of consumers article is referring to:
The article specifically refers to Gen Z adults aged 18-29 in Britain (the UK) who participated in the Vegocracy Report 2025. The research does not specify gender or income levels for the UK-specific findings, but it does mention that the overall international survey included men and women aged 18-65 across seven countries. Their lifestyle, as inferred from the article, is characterized by being busy, potentially lacking cooking inspiration and time, price-sensitive regarding food choices for lunch, and heavily influenced by social media for food trends and perceptions of healthy eating.
Conclusions:
The main conclusions of the article are that a significant majority of Gen Z in the UK are failing to meet recommended fruit and vegetable intake, and this is driven by factors like lack of inspiration, time, and cost, compounded by the strong influence of social media. There's also a lower awareness of health guidelines compared to some other European countries. The report suggests a need to address these barriers through potential policy changes related to pricing and accessibility, as well as leveraging the visual nature of social media for positive change.
Implications for brands:
Opportunity for Affordable and Convenient Healthy Options: Brands can tap into the Gen Z market by offering budget-friendly and easily accessible products that incorporate sufficient amounts of fruits and vegetables in convenient formats.
Leveraging Social Media for Health Promotion: Brands can utilize platforms like Instagram and TikTok with visually appealing content that showcases the appeal and ease of incorporating fruits and vegetables into daily meals.
Focus on Inspiration and Education: Content and marketing can focus on providing creative and simple ideas for incorporating fresh produce into meals, addressing the lack of inspiration.
Highlighting Value and Benefits: Emphasize the value proposition of fruit and vegetable-rich products, including potential long-term health benefits, to justify the cost.
Collaborations with Influencers: Partner with social media influencers who promote healthy eating habits and can make fruits and vegetables appear appealing and trendy.
Implication for society:
Public Health Concerns: The low intake of fruits and vegetables among a large segment of young adults raises concerns about potential long-term health outcomes and the burden on the healthcare system.
Need for Nutritional Education: There's a potential need for better nutritional education targeted at younger generations, highlighting the importance of fruit and vegetable consumption.
Policy Considerations: The research suggests potential support for policies like junk food taxes and subsidies for fruits and vegetables to encourage healthier eating habits.
Role of Families and Schools: The belief that providing free fruits and vegetables in schools from an early age would encourage healthier habits underscores the importance of early interventions.
Implications for consumers:
Potential Long-Term Health Risks: Insufficient fruit and vegetable intake can lead to an increased risk of various chronic diseases in the long run.
Missed Nutritional Benefits: Gen Z consumers are missing out on the essential vitamins, minerals, and fiber that fruits and vegetables provide for overall health and well-being.
Impact of Social Media on Self-Perception: The reliance on social media for defining "healthy eating" might lead to a skewed perception of what constitutes a balanced diet.
Financial Strain: While cost is a barrier, the long-term health consequences of poor diet could lead to greater healthcare expenses in the future.
Implication for Future:
If this trend of low fruit and vegetable intake continues among Gen Z, we could see:
Increased Rates of Diet-Related Diseases: A potential rise in lifestyle diseases like obesity, type 2 diabetes, and cardiovascular disease in this generation as they age.
Greater Strain on Healthcare Systems: Increased demand for healthcare services related to preventable chronic illnesses.
Continued Influence of Digital Food Trends: Social media is likely to remain a powerful force shaping dietary habits, potentially requiring proactive efforts to promote healthier content.
Growing Market for Convenient and Affordable Healthy Foods: A continued demand and innovation in the food industry for solutions that make healthy eating easier and more accessible to younger generations.
Consumer Trend (name, detailed description): The Wellness Gap Generation
Detailed Description: This consumer trend characterizes Gen Z as a generation that expresses interest in and awareness of wellness trends but struggles to consistently translate this into fundamental healthy eating habits, particularly regarding fruit and vegetable consumption. This gap is influenced by factors like convenience, cost, and digital media.
Consumer Sub Trend (name, detailed description): Socially Influenced Diets
Detailed Description: This sub-trend highlights the significant impact of social media platforms like Instagram and TikTok on Gen Z's food perceptions and choices. Visual appeal and trending foods on these platforms often outweigh nutritional considerations in their dietary decisions.
Big Social Trend (name, detailed description): The Convenience Culture Impact on Nutrition
Detailed Description: This broader social trend reflects how the emphasis on convenience and speed in modern lifestyles, driven by busy schedules and readily available processed foods, negatively impacts the consumption of fresh and less processed foods like fruits and vegetables, especially among younger demographics.
Worldwide Social Trend (name, detailed description): Global Discrepancies in Health Awareness
Detailed Description: This trend highlights the varying levels of awareness and adherence to health guidelines across different countries, as demonstrated by the Vegocracy Report's findings on Gen Z's awareness of WHO recommendations in the UK compared to France, Belgium, and the US.
Social Drive (name, detailed description): The Pursuit of Immediate Satisfaction Over Long-Term Health
Detailed Description: This social drive suggests a tendency among younger generations to prioritize immediate gratification and convenience in their food choices over considering the long-term health consequences of their dietary habits.
Learnings for brands to use in 2025 (bullets, detailed description):
Make Healthy Appealing on Social Media: Utilize visually engaging content on platforms like Instagram and TikTok to showcase fruits and vegetables in exciting and trendy ways, making them desirable to Gen Z.
Focus on Affordability Messaging: Clearly communicate the value and cost-effectiveness of incorporating your healthy products into daily routines, addressing the price barrier.
Provide Easy and Convenient Solutions: Develop and market ready-to-eat or easy-to-prepare options that prominently feature fruits and vegetables, catering to their time constraints.
Collaborate with Gen Z Influencers: Partner with authentic and relatable influencers who can showcase the enjoyment and ease of eating more fruits and vegetables in their own lives.
Offer Creative and Inspiring Meal Ideas: Provide recipes and content that demonstrate delicious and simple ways to incorporate more fresh produce into meals, overcoming the lack of inspiration.
Highlight the Fun and Flavor: Emphasize the taste and enjoyment of fruits and vegetables, moving away from solely focusing on health benefits.
Consider Gamification and Interactive Content: Explore interactive social media campaigns or app features that make healthy eating more engaging and fun for Gen Z.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Develop Budget-Friendly Product Lines: Create healthy options with a focus on affordability, potentially through strategic sourcing or value-focused packaging.
Increase Presence on Visual Social Platforms: Invest in creating high-quality, visually appealing content for Instagram and TikTok that promotes fruit and vegetable consumption.
Partner with Meal Kit and Delivery Services: Collaborate with services that offer convenient meal solutions, ensuring they include options rich in fruits and vegetables and are targeted towards Gen Z.
Run Educational Campaigns with a Twist: Develop engaging and short-form video content that educates Gen Z about the importance of fruits and vegetables in a relatable and non-lecturing manner.
Offer Student Discounts and Promotions: Consider offering special pricing or promotions for students and young adults to address the cost barrier directly.
Incorporate Gamified Challenges on Social Media: Launch challenges or contests on social media that encourage the consumption of fruits and vegetables, offering incentives and rewards.
Focus on Flavor and Versatility in Product Development: Create products that showcase exciting flavor combinations and demonstrate the versatility of fruits and vegetables in different types of meals and snacks.
Final sentence (key concept) describing main trend from article: Despite their reputation for embracing wellness, a significant portion of UK Gen Z is failing to meet basic nutritional targets for fruit and vegetable intake, highlighting a disconnect between perception and reality.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands and companies should recognize the gap between Gen Z's wellness aspirations and their actual fruit and vegetable consumption in 2025. To benefit from this, they should:
Focus on accessibility and affordability: Offer healthy options that are budget-friendly and easily obtainable for young adults.
Master social media engagement: Utilize platforms like Instagram and TikTok with visually appealing and engaging content to promote the consumption of fruits and vegetables.
Provide inspiration and convenience: Develop products and content that offer creative ideas and easy solutions for incorporating more fresh produce into daily meals.
Final Note:
Core Trend:
Name: The Wellness Implementation Gap
Detailed Description: Gen Z's expressed interest in wellness and health does not consistently translate into the practical implementation of fundamental healthy eating habits, particularly regarding the daily intake of fruits and vegetables.
Core Strategy:
Name: Accessible and Appealing Health Promotion
Detailed Description: Brands should focus on making healthy options, especially those rich in fruits and vegetables, more accessible (affordable and convenient) and appealing (visually and flavorfully) to Gen Z through targeted social media engagement and innovative product development.
Core Industry Trend:
Name: Bridging the Intention-Action Divide in Young Consumers' Health
Detailed Description: The food industry faces the challenge of developing strategies that effectively bridge the gap between young consumers' intentions to be healthy and their actual dietary behaviors, particularly in increasing the consumption of essential nutrients like those found in fruits and vegetables.
Core Consumer Motivation:
Name: Convenience and Cost over Consistent Nutrition
Detailed Description: For many in Gen Z, the immediate motivations of convenience and cost often outweigh the longer-term consideration of consistent and sufficient nutritional intake, especially when it comes to incorporating fruits and vegetables into their daily diet.
Final Conclusion: Addressing Gen Z's low fruit and vegetable intake requires a multifaceted approach that considers their lifestyle, economic factors, and the pervasive influence of social media, presenting a significant opportunity for brands that can offer accessible, affordable, and appealing healthy food solutions.
Core Trend Detailed (name, detailed summary):
Name: The Wellness Implementation Gap
Detailed Summary: Despite showing interest in wellness, Gen Z struggles to consistently eat enough fruits and vegetables due to factors like cost, time, and social media influence.
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