This research was commissioned by EIT Food and supported by the European Institute of Innovation and Technology (EIT). The study surveyed more than 2,000 young people aged 18-24 in the UK, France, Germany, Poland, and Spain. The results show that this generation is very interested, knowledgeable, and enterprising in eating habits, especially in relation to happiness and mental health.
More than half of 18-24 year-olds (52%) monitor their diet in some way. Although this number varies significantly between different countries, it reaches 65% in Germany and only 38% in France. It shows that Gen Z is very enthusiastic about their eating habits and attaches great importance to them. Most adolescents monitored focused on counting calories, but a quarter of adolescents also tracked the macronutrients (or “macro”) in the food they eat. These Gen Z prefer whole, organic, and plant-based foods and 79% of them think processed foods are unhealthy.
1 Social networks stimulate young people’s interest in health
The Covid-19 epidemic has promoted young people’s awareness of health, and more than half (58%) said that the pandemic has made them more aware of the importance of healthy eating. At the same time, two-thirds (67%) of people said that healthy foods are all the rage now. The lack of advice leads young people to rely on social media, such as TikTok and Instagram, for advice on healthy eating.
Despite the great interest and commitment to healthy eating, young people feel that they do not get the support they need from schools, industries, and policy makers. Three-quarters (75%) said they need clearer advice on how to eat a healthy and balanced diet, and two-thirds (65%) said they did not receive enough education on how to eat healthy during school.
Many interviewees believe that having a reliable and trustworthy source of information is essential. Slightly less than two-thirds (61%) of the respondents said that it is difficult for them to know what a healthy diet is because there are many conflicting recommendations.
2 Seek clearer ingredients and information
Young people are looking for more detailed information from brands, especially in food processing. Nearly eight in ten young people (78%) want clearer information about food processing methods on food labels, not just information about ingredients. And three-quarters (75%) of young people believe that food brands need to be more transparent to consumers about ingredients and processes.
Young people are taking control and trying to fill this consultation gap. Two-thirds (67%) of people said they often check for ideas on healthy foods and healthy recipes on social media such as TikTok or Instagram. More than half (52%) said they trust social networks or friends’ advice on how to eat healthily.
3 Need good mental health advice
As part of the consultation, young people want a healthy diet narrative that does not affect their mental health, such as paying too much attention to calories. More than half of the young people interviewed (55%) believe that including calories on food labels and menus may have an impact on people’s mental health. This number has risen to six in ten (62%) in the UK, France (60%), and Germany (61%).
In addition, young people do not think low-calorie foods are healthy, and one-third (34%) think they are unhealthy. In contrast, nearly eight in ten (77%) of young people said that young people need better advice between diet and mental health, and this number has risen to 82% of young women.
In encouraging young people to eat healthy foods, discounted or subsidized healthy foods ranked first (43%) among the respondents. Considering that two-thirds (67%) of people believe that healthy foods are more expensive than unhealthy foods, this is not surprising. For one-third of respondents (37%), access to healthier choices is also important, whether at home or school, research institute, or university. Due to the lack of choices in the food sector, seven out of ten young people (73%) have difficulty achieving a healthy diet when traveling, working, or studying.
4 Seek to work in the field of food innovation
When considering careers in the food industry, Gen Z’s interest in healthy eating has led many young people to seek jobs in the areas of food education, innovation, and equality, rather than choosing more traditional routes such as hotels or agriculture. Two-thirds of young people will consider working in food education (66%) or food innovation (64%), which is the majority of jobs in the food industry.
EIT Food launched a new campaign called “Our Food, Our Food System” to help young people express their opinions on the future of food. At the same time, Dr. Andy Zynga, CEO of EIT Food, said that he hopes to focus on young people. They are essential for the transition to a healthy and sustainable food system. However, throughout Europe, young people aged 18-24 consider healthy foods more expensive, more difficult to find on the road, and lack the information and advice needed to make informed nutritional decisions.
