Emma Bedford
Senior Team Lead Food & Agriculture
Generational food trends in the UK - statistics & facts
Over half of surveyed Generation Z consumers in the UK planned not to eat any meat in the coming year. Around 25 percent of respondents were already living a meat-free diet when surveyed and another one-quarter of respondents intended to stop eating meat. This could make this generational cohort the most important target group for alternative protein companies. Just five percent of baby boomers intended to switch to a meat-free diet in the coming year. Generational differences can be found in all parts of life and can clearly also lead to stark differences in diet.
The food and nutrition preferences of younger generational groups, specifically Gen Z and millennials, will shape the food industry in the UK for years to come. Producers, manufacturers, and retailers must keep a close eye on emerging trends to stay as relevant as possible to consumers with increasing disposable income.
Diets and intolerances
Millennials in the United Kingdom are the group that are most likely to follow any kind of nutritional rules. According to recent Statista Consumer Insights data, flexitarian and low- or no-carb diets were the most popular amongst millennials, with around 15 percent of respondents following either type when surveyed. A flexitarian diet involves eating fish or meat occasionally, while mainly sticking to vegetarian products. Generation Z respondents were also most likely to be following a low- or no-carb diet, followed closely by a flexitarian or vegetarian diet. The younger the consumer, the more likely they were to report any kind of food intolerance in the UK. The higher prevalence of reported intolerances amongst Generation Z suggests that they could be more conscious of what they are eating and the potential negative impacts on their bodies.Meat and dairy consumption across the ages
The consumption of meat and dairy products remains a hot topic in the food realm. In the United Kingdom, the revenue for both meat substitutes and milk substitutes is set to experience growth in the years to come. Surveyed millennial and Gen X consumers were most likely to be meat substitute consumers in the UK. When it comes to trying out foods produced with advanced technologies, such as cultured or lab-grown meat, Generation Z and millennials had the joint highest share of respondents open to trying out such products. The current upward trend of meat prices, specifically beef, which has experienced a year-on-year increase in price in almost all product types, may also play a role in discouraging consumption across all generations.The food and nutrition preferences of younger generational groups, specifically Gen Z and millennials, will shape the food industry in the UK for years to come. Producers, manufacturers, and retailers must keep a close eye on emerging trends to stay as relevant as possible to consumers with increasing disposable income.
