Gen Z struggles with balanced diet choices, prioritising health over taste, study finds

A recent study involving 2,000 adults has revealed that Gen Z are at the most likely to chug down green smoothies and raw eggs to ramp up their protein intake.

Yet, they're also the generation most baffled by what makes a balanced diet, with a staggering 40% left scratching their heads and nearly one in five (19%) confessing to a lack of nutritional savvy, often turning to social media for health advice.

The research, which was commissioned by Warburtons' protein range, found that the average Gen Zer doesn't relish 23% of their meals, choosing health benefits over flavour. In stark contrast, those aged 65 and above tend to savour their food more, giving less thought to its health implications.

In an exciting collaboration, Warburtons has teamed up with Mary Earps MBE, crowned sport personality of the year in 2023, to demystify protein intake and show just how simple it is to hit those protein goals.

Mary Earps explained: "People spend so much time and effort trying to consume as much protein as possible without prioritising taste. For me, it's a no brainer; if I had the choice between eating raw eggs or a protein packed bagel, I know which one I'd choose for lunch."

She added: "It's important to have a balanced diet to fuel the body and achieve as much as possible - physically and mentally - but it should never come at the expense of personal enjoyment."

She also emphasised: "Properly feeding yourself doesn't have to be complicated, it can be quick and delicious, so you can put those hours that would have been spent overcomplicating your diet to keeping those balls out the net instead."

The recent study found 18% of people can't stand protein shakes, with a quarter of those feeling repulsed by the mere thought of gulping one down, and 11% viewing it as nothing more than a tedious task.

Moreover, a baffling 45% are left scratching their heads over protein, bamboozled by the myriad of health claims (38%) and the conflicting advice on intake amounts (33%).

Interestingly, the research uncovered that those aged between 55-64 seem to have the clearest understanding of what constitutes a balanced diet, with a quarter considering themselves quite savvy when it comes to nutrition. Yet, despite this knowledge, 27% of adults confessed to jumping on the diet bandwagon at some point, with 37% looking back in regret.

The findings, sourced from OnePoll.com, also indicated that it's the younger folks who are most likely to force down a meal for the sake of appearing health-conscious, even if they don't actually enjoy it.

Jonathan Warburton, of the famed bread-making firm, commented, "The research shows people think boosting things like protein comes at the expense of taste, and that absolutely doesn't need to be the case."

He added, "We want people to meet their goals without having to sacrifice some of life's delicious pleasures, which is why it's important to pick delicious, easy and quick food to fuel up and feel good."

In a move to inspire healthier choices without compromising on flavour, the company is excited to announce Mary Earps as the new face of their protein range. "We're thrilled to have Mary Earps as our new protein ambassador. We know she'll help inspire others to rise to their best with our tasty protein-packed products."