New research from Picadeli reveals that 86 per cent of adults aged 18-29 are failing to reach the World Health Organisation’s recommended daily fresh produce intake
Despite their reputation for leading the UK’s wellness boom, new research has suggested that Gen Z is falling short on fresh produce.
The Vegocracy Report – research by Ipsos, commissioned by Swedish healthy food tech company Picadeli – revealed that almost nine in ten (86 per cent) of Britain’s adult Gen Z population (age 18-29) were failing to reach the World Health Organisation’s (WHO) recommended daily intake of fruit and vegetables.
In fact, 50 per cent had not even heard of the guidelines, which advises 400g of fruit and veg a day, Ipsos found.
What is driving the results?
The main reasons for not eating 400g of fruit and vegetables every day were a lack of inspiration for meal preparation (43 per cent) and lack of time (39 per cent).
Price was also seen as also a huge barrier for Gen Z, research found, with over two-fifths (42 per cent) 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 per cent stated better pricing.
Overall, 94 per cent said they would buy more fruit and vegetables if it was cheaper and would choose it more often if it was easier to access.
Some 63 per cent believed a higher tax on junk food would encourage them to make more healthy food choices, while 92 per cent agreed that zero tax on fruit and vegetables would encourage them to make more healthy food choices.
In addition, 95 per cent believed that providing free fruit and vegetables in school from an early age would encourage healthier eating habits
Social media influence
Social media is shaping Gen Z’s food choices, and the research found that 65 per cent believed social media impactsed their perception of healthy eating, with Instagram (75 per cent) and TikTok (65 per cent) being the biggest influence.
For this social-first generation, visual appeal is paramount – 29 per cent said that if the food lookd appealing, it would inspire them to try something new when it came to food.
Beyond digital influences, personal connections remained powerful, with 41 per cent of Gen Z still turning to friends for food inspiration.
“Gen Z is the paradox generation – optimistic yet burnt out, idealistic yet cynical,” noted Henry Coutinho-Mason, described as one of the world’s leading authorities on consumer trends.
”And, just as they embrace Shein and Primark despite valuing sustainability, there’s often a gap between their aspirations and their reality when it comes to eating enough fruit and vegetables.
”Social media is their dominant source of information and inspiration, but when it comes to practical action, we need more real-world socialisation – seeing, experiencing, and learning from immediate friends and family,” he pointed out.
David von Laskowski, group CEO at Picadeli, called the question of what drives healthier food choices as ”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,” he said. ”This is at the core of our mission.”
UK vs international behaviour
Ipos reported that only 50 per cent of Gen Z in the UK had heard of the WHO guidelines, significantly trailing behind France (62 per cent) and Belgium (63 per cent).
The US ranked lowest among surveyed countries at just 38 per cent awareness.
In terms of preferences, when identifying the most irresistible food cravings, all countries preferred sweet options over salty ones, with the notable exception of the US.
A common thread among all nations was the appeal of comfort foods. Dishes like mac and cheese and pizza consistently ranked among the top three most irresistible cravings across all countries, Ipsos outlined.
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.
In terms of environmental considerations, France and the US placed notably higher importance on ’environment’ as a factor influencing meal selection compared to all other nations.
The Vegocracy Report 2025 is based on an international survey consisting of 12,000 interviews with men and women aged 18-65 across seven countries – Belgium, Finland, France, Germany, Sweden, the UK and the US – conducted between November 2024 and January 2025.
