Nils-Gerrit Wunsch
Research expert covering foods trends in North America, Europe, and the global food system
Get in touch with us nowShare of consumers who actively try to eat heathy in the UK 2023/24, by generation
According to the Statista Global Consumer Survey carried out between July 2023 and June 2024 in the United Kingdom, members of the baby boomer generational cohort were the most likely to agree with the statement that they actively try to eat healthy. The younger the respondents, the less likely they were to agree with the statement.
For more countries, the results of prior surveys, and a variety of other topics, please visit our Global Consumer Survey web page.
Dietary habits among millennials in the UK
The millennials are the largest generational cohort in the UK, with almost 14.5 million people. In 2020, millennials surpassed the baby boomer generation as the largest generation for the first time. The most popular type of diet among millennials in the UK is the flexitarian diet, which consists of eating mostly plant-based foods while occasionally eating meat and fish. Approximately 15 percent of millennials are flexitarians. Moreover, around 14 percent of millennials follow a low- or no-carb diet. As compared to other generations, a relatively high share of millennials either do not eat meat or intend to go meat-free in the future. Only Generation Z has a higher share of people who either follow a meat-free diet already or intend to do so in the future.
The impact of price increases on healthy eating in the UK
Being able to eat healthy is one of the most common food-related concerns among consumers in the UK, as stated by about 46 percent of British consumers. The top food-related concern, however, is the food price. Starting in August 2021, food prices in the UK have increased rapidly. In March 2023, the food inflation peaked at 19.1 percent. Prices have declined since. The increase in the cost of living in the UK has also impacted the healthy eating habits of consumers. Approximately 28 percent of consumers state that they eat less healthy to save money, while 13 percent state that they work more hours and have thus less time to cook.
