Get our best content directly in your inbox
Sign up

Gen Z wants to be active change-makers but feels let down by lack of transparency in the food sector

woman smiling
2 min read
AUTHOR: Stef Bottinelli
two young girls eating

Better labelling and education, advice on the link between nutrition and mental health and the importance of healthy eating are just some of the key findings transpired from the EIT survey on the relationship between Gen Z and food.

The survey asked two thousand young people aged 18-24 about their relationship with food and the food industry.

One of Gen Z’s main concerns is healthy eating, with 58% saying that the COVID-19 pandemic has shifted their focus to healthy foods and the importance of a healthy lifestyle. Over 50% said that they track what they eat, 36% calorie count and 24% make sure they consume macronutrients. 67% cited affordability as a barrier to eating healthy.

75% of the young participants called for food brands to be more transparent and nearly eight out of ten would like better labelling, with more information on how food is processed.
The same percentage of people said they would like more information on healthy eating and didn’t feel they received adequate education on healthy food at school. 

67% said they inform themselves by going on social media and using Instagram and TikTok for recipe ideas and inspiration. 

Nutrition & Mental Health

Another important topic that’s transpired from the EIT survey is the link between nutrition and mental health. Nearly eight out of ten young participants would like to know more about the connection between the two, particularly due to the COVID-19 pandemic, which has seen cases of anxiety and depression soar amongst young people, as well as adults. 

Despite lack of education and transparency, Gen Z is interested in a career in the food sector.
66% said they would consider a job in food education, whilst 64% were interested in food innovation. 

The EIT is launching a new campaign, ‘Our Food, Our Food System’ to give young people a voice about the food sector.
The campaign will select ten young ‘FutureFoodMakers’ to lead a discussion and propose changes in the food industry, tackling access to healthy, sustainable and affordable food. 

The application to become one of the ‘FutureFoodMakers’ can be found here.