Research finds 86% of Gen Z missing their daily fruit & veg target
According to the research, half (50%) of have not even heard of the guidelines, which advises 400g of fruit and vegetables a day. The research by Ipsos, commissioned by healthy food tech company Picadeli, found the main reasons for not achieving the target was a lack of inspiration for meal preparation (43%) and lack of time (39%).
Price is also a barrier for Gen Z, with over two fifths (42%) saying that cost is the main reason for not choosing a healthy meal for lunch. Overall, 94% stated they would buy more fruit and vegetables if it was cheaper and would choose it more often if it was easier to access.
The research found 63% of Gen Z believe a higher tax on junk food would encourage them to make more healthy food choices. Over 90% agree that zero tax on fruit and vegetables would encourage them to make more healthy food choices.
The vast majority of Gen Z (95%) believe that providing free fruit and vegetables in school from an early age would encourage healthier eating habits. The research found that 65% believe social media impacts their perception of healthy eating, with Instagram (75%) and TikTok (65%) being the biggest influence.
David von Laskowski, group chief executive at Picadeli, said: “The question of what will drive healthier food choices in the future is one of the most pressing challenges today. By putting the younger generation in the spotlight—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."
Gen Z Behaviours - UK versus International
- Knowledge: Only half (50%) of UK adult Gen Z have heard of the WHO guidelines, significantly trailing behind France (62%) and Belgium (63%). The US ranks lowest among surveyed countries at just 38% 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 among 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 across all countries.
- 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, though 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 compared to all other nations.