Healthy eating is a key part of the experience economy, offering moments of respite and escape amid daily hustle. Lifesum’s survey of 10,000 Gen Z and Millennials underscores their shift towards healthier eating habits amidst economic challenges, seeking well-being and novel food experiences
These insights are drawn from Lifesum’s comprehensive 2024 State of Healthy Eating and Wellbeing Report, which delves into consumer dietary habits. The findings underscore how, in the face of a cost-of-living crisis, Gen Z is willing to make sacrifices in other areas such as fashion, tech, and streaming services to prioritize healthier lifestyles.
New research from Lifesum suggests that Gen Z, those born between 1997 and 2012, are embracing a lifestyle shift towards prioritizing essentials over luxuries. The study indicates that amidst rising costs, this generation is opting to trim non-essential expenditures such as streaming services like Netflix in favour of investing in healthy food choices. In this era of escalating costs, luxuries become dispensable, but a nourishing, balanced diet does not. While entertainment and gadgets have their appeal, it’s healthy food that Gen Z prioritize in their hectic lifestyles.
The report reveals compelling statistics:
Healthy Eating vs. Netflix: Lifesum’s 2024 State of Healthy Eating and Well-being Report reveals Gen Z and Millennials’ willingness to sacrifice for healthier eating, including:
- Fashion: 62%
- Tech/Gadgets: 55%
- Online Courses: 37%
- Streaming Services: 36%
- Travel: 34%
- Skincare/Beauty: 30%
For them, healthy eating is an affordable pleasure when major experiences like travel seem unattainable.
Impact on Work:Healthy eating now influences work choices, with 71% of Gen Z and Millennials ready to quit for a job that supports their well-being.
Rise of Functional Foods: Gen Z and Millennials are embracing functional foods, with:
- 73% boosting energy levels
- 61% enhancing mental well-being
- 40% promoting better sleep
Practical, Time-Efficient Cooking: Their favourite kitchen hacks for saving money include:
- Meal prepping on Sundays
- High protein options in the fridge
- Quick meals like stir-fries and one-pan dishes
- Frozen pre-cut vegetables
- Quick cooking methods like air-fryers
- Adding nutritious elements to basic dishes
The findings from Lifesum’s research shed light on the evolving preferences of Gen Z, highlighting their desire for a more balanced and health-conscious lifestyle. Moreover, there are broader implications beyond immediate gratification. Investing in health today can lead to long-term benefits, potentially mitigating healthcare costs down the line.
Key Findings and Potential Implications:
Gen Z’s Prioritization of Health:
- Gen Z is willing to cut back on expenses in fashion, technology, and streaming services.
- The motivation behind these sacrifices is to allocate more resources towards maintaining a healthier lifestyle.
Dietary Habits:
- The report delves into specific dietary choices and trends that have emerged as a result of the financial pressures.
There is a noticeable shift towards more cost-effective yet nutritious food options.
Impact of Economic Factors:
- The cost-of-living crisis has a significant impact on how different demographics prioritize their spending.
- Health and wellness emerge as critical areas where people are less willing to compromise.
Consumer Behaviour Trends:
- The data shows a trend towards mindful spending, especially among younger generations.
- Health and wellbeing take precedence over other discretionary expenditures.
Implications:
For Businesses:
- Companies in the health and wellness sector may see increased demand for affordable yet healthy products.
- There could be potential for growth in budget-friendly health food markets.
For Policy Makers:
- Understanding these trends can help in designing policies that support affordable access to healthy foods.
- Addressing the cost-of-living crisis by ensuring essential commodities like nutritious food remain accessible.
This report underscores a significant shift in consumer priorities, particularly among Gen Z, towards valuing health and wellbeing despite economic challenges. As this generation continues to shape consumer trends, it’s evident that their choices are not only influencing the market but also contributing to a broader cultural shift towards wellness and sustainability.
