Skip to content
Search
AI Powered
Latest Stories

'Gen Z tend to prioritise nutrition over taste'

'Gen Z tend to prioritise nutrition over taste'
iStock image
Getty Images

Gen Z tend to prioritise nutrition over taste and most focused on boosting their protein intake as they look to down green smoothies and chug down raw eggs in a bid to boost their protein, a recent report has claimed, highlighting the gradual shift in consumer preference.

According to a survey Warburtons, more than a third of adults endure foods they don’t like purely for the nutritional benefits, with 23 per cent of Brits saying they don’t enjoy their meals because they prioritise "goodness" over taste.


According to the research, 45 per cent find getting protein in the diet confusing as there are too many different health claims (38 per cent)and so much conflicting information out there about how much protein we’re supposed to be eating (33 per cent).

There is also a big generational difference in the way that Brits consume and think about food, with 74 per cent of 25 – 44-year-olds unclear as to what exactly makes up a balanced diet and Gen Z being the generation who is most focused on boosting their protein intake as they look to down green smoothies and chug down raw eggs in a bid to boost their protein.

Boomers (aged 65+), on the other hand, are most likely to prioritise their food enjoyment – and focus on what’s in what they eat the least out of any generation, whereas the younger generation were guilty of eating a meal in front of others just to look like they’re healthy, even if they don’t necessarily like the food in question!

With all this confusion around protein and our diets amongst the generations, Mary Earps MBE and Warburtons are here to make protein simple and delicious – just by making simple swaps to a Waburtons Protein thin bagel or Warburtons Protein Protein Power loaf – boosting protein intake has never been so easy!

Mary Earps MBE and 2023’s sports personality of the year, said, “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.

“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. 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 findings show that Brits are misinformed about the levels and types of protein to consume in their day-to-day, with 18 per cent rating their current nutritional knowledge poor or very poor.

Jonathan Warburton said, “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. At Warburtons, there’s no whey we would let people miss out on a delicious bite. We want our customers to meet their goals without having to sacrifice some of life’s delicious pleasures, and that’s why our protein range is not only delicious, but an easy, quick way to fuel up and feel good!

“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.”

More for you

EUROSPAR 25th anniversary celebration with community charity event 2025

EUROSPAR is celebrating its 25th anniversary with a £25,000 giveaway

EUROSPAR 25th anniversary: community support

As EUROSPAR marks 25 years of serving local communities, the brand is celebrating its long-standing relationships with local charities, community groups, schools and sports teams.

To continue the 25th anniversary celebrations following their £25,000 giveaway, EUROSPAR is also giving away five family passes for the Belfast Giants end of season fixture.

Keep ReadingShow less
New report addressed  gender disparity in wholesale

wholesale industry diversity

iStock image

Wholesale 'severely under-indexing' in female leadership

Wholesale businesses are urged to drive change by creating more female role models as a recent report shows that the number of women at board level in wholesale firms has fallen to its lowest recorded level.

Food and Drink Wholesale UK (FWD) and Women in Wholesale (WiW) on Tuesday (18) unveiled a new research report which was launched at a landmark Parliamentary Reception to mark ten years of the Women in Wholesale movement.

Keep ReadingShow less
Scottish Businesses to Pay £54.7M More in Rates Than English Counterparts

Scottish Retail Consortium Calls for Poundage Rate Lock

Photo by Jeff J Mitchell/Getty Images

Scottish firms call for rates parity with England

Firms occupying larger premises in Scotland are set to pay "£54.7 million more" than their equivalent-sized counterparts down south in the coming year, from 1 April,

The figures have prompted the Scottish Retail Consortium to reiterate its call for rates parity with England and for the introduction of a new ‘Poundage Rate Lock’, so that Scots retailers are never again charged more in rates than counterparts down south.

In response to a written parliamentary question from North East Scotland MSP Michael Marra, Scottish Ministers have confirmed that the Higher Property Rate differential between Scotland and England will be 1.3p in the pound, costing Scots ratepayers an extra £54.7 million in 2025-26.

Shops will account for £9.1 million of this surcharge, with hotels £2.5 million, offices £6.4 million, and factories £9.3 million. Pubs, cinemas and caravan parks are also affected.

The Higher Property Rate is liable on commercial properties with a rateable value of £100,000. There are 11,360 such premises. It is a slab tax and so the higher tax rate applies to each pound of a property’s rateable value.

This surcharge was described as “damaging perceptions” of Scotland’s competitiveness by the Barclay Rates Review, which called for parity with England to be restored by Spring 2020, some five years ago.

Despite some welcome decisions in the Scottish Budget including a freeze in the Basic Property Rate, the rates burden remains onerous and at a 26-year high. Meanwhile smaller stores in Scotland are missing out on the temporary rates relief being made available to counterparts in Wales and England.

David Lonsdale, Director of the Scottish Retail Consortium, said, “There is a pressing need to lift private sector investment here in Scotland yet firms liable for the Higher Property Rate continue to pay more than their counterparts in England, to the tune of £54.7 million annually.

"Shops account for £9.1 million of this, making it even more expensive to operate a store on our high streets and retail destinations at a time when retail sales and footfall are at best flatlining.

Keep ReadingShow less
Government urged to reconsider their proposed reforms to protect flagship high streets

U K retailers warn of closures due to rising costs

Photo by Hollie Adams/Getty Images

'Tax reforms to place huge burden on high streets, force closures'

Retailers across the nation’s flagship high streets are facing rising costs while many are considering reviewing their investment strategies and some are potentially facing permanent closure, a new report has stated.

According to fresh analysis from pro-growth group High Streets UK, rising operational costs is the most pressing issue businesses are facing.

Keep ReadingShow less
Local Vape Action tackling illegal vapes in Tunbridge Wells

Vape regulations and enforcement in Tunbridge Wells

Photo: West Sussex County Council

'Local Vape Action pilot in Tunbridge Wells tackling illegal vapes'

Local Vape Action (LVA) is a partnership approach to tackling vaping issues at a local level. It brings together local authority partners as well as the vape sector via the Independent British Vape Trade Association (IBVTA), to identify and target specific areas.

LVA began with a pilot in Tunbridge Wells as identified by local authority partners in Kent. As part of the project retailers received visits from trading standards to check that they are meeting their statutory obligations, utilising targeted LVA guidance, including age-verification policies, in-store signage and retailer awareness of compliant vape products and vape takeback for used vapes. This builds on the positive work that Kent County Council has undertaken in tackling illegal vapes. A summary of activities between September and December 2024 included:

Keep ReadingShow less