THE VEGOCRACY REPORT 25
WHAT WILL DRIVE THE HEALTHIER FOOD CHOICES OF TOMORROW?
An international report exploring the key factors shaping affordable, accessible, and appetizing food for a healthier future.
TABLE OF CONTENTS
THE FUTURE IS NOW HEALTHY EATING CAN’T WAIT
The question of what will drive healthier food choices in the future is one of the most pressing challenges—and greatest opportunities—we face today. With 75% of global deaths linked to lifestyle-related illnesses like heart disease, stroke, and diabetes, the urgency for change has never been greater. This crisis transcends borders, cultures, and socio-economic divides, making it a shared responsibility for industries, policymakers, and communities alike.
At the same time, the Vegocracy Report 2025 reveals the scale of the issue: only 11% of Gen Z meet the WHO’s recommended 400g of daily fruit and vegetable intake, while nearly half worry their diets are doing more harm than good. These numbers highlight a critical need for a shift in how we approach food— because healthy eating isn’t just a personal choice; it’s a public health imperative.
To move forward, we must address the barriers preventing healthier habits. Affordability remains a major obstacle, with nutritious food often priced as a luxury rather than a basic necessity. Convenience plays an equally crucial role, as fastpaced lifestyles demand easy, accessible solutions that don’t compromise on health. And perhaps most importantly, healthy food must become more than just an obligation—it has to be something people actively crave. Fruit and vegetables should feel as exciting, indulgent, and desirable as any other food choice.
Real change will require bold action at every level. The food industry must step up to make healthier options more
affordable, convenient, and appealing. Policymakers, suppliers, and communities must work together to break down the economic and logistical barriers that prevent access to better nutrition. And just as importantly, we must reshape the way people see healthy eating—moving away from outdated perceptions of restriction and sacrifice, and instead positioning it as something aspirational, enjoyable, and effortless.
The healthier food choices of tomorrow will be built on collaboration, creativity, and commitment. The Vegocracy Report 2025 not only highlights the challenges we face but serves as a clear call to action. By focusing on affordability, accessibility, and desirability, we can reshape the way people think about food—and create a future where healthy eating is the easiest, most appealing choice for everyone.
The challenge is clear. The opportunity is here. Let’s make it happen.
ABOUT THIS STUDY
The annual Vegocracy Report is based on a global survey conducted by leading research firm Ipsos. With over 12,000 interviews across seven countries, including local boosts for deeper insights, the study captures diverse perspectives from individuals aged 18 to 65. The survey was conducted between November 2024 and January 2025.
WHY THIS MATTERS
The food we eat today is shaping the world we live in tomorrow. Over 75% of all global deaths are linked to preventable lifestyle diseases such as heart disease, stroke, and diabetes*. Improving public health has become one of the most pressing issues of our time.
And these are not isolated issues—they are global challenges that unite us across borders, cultures, political opinions, and socio-economic conditions. In a world facing climate change, inequality, and stressed food systems, it’s clear we need healthier, more sustainable diets. And we need them now.
But this is also an opportunity for a global transition that benefits both the environment and our health. Picadeli is a healthy food tech company, dedicated to revolutionizing the fast-food industry and making fresh food accessible, affordable, and appetizing for all. We believe that the healthier food choices of tomorrow will be shaped by collective action, innovation, and the willingness to rethink what’s on our plates today. Together, we can drive the change the world so desperately needs—and it starts now.
DAVID VON LASKOWSKI, CEO PICADELI
*WHO, 2024
SNACKABLE BITES FOR BUSY PEOPLE
Craving some fresh and quick insights? Dive into our key findings, served up in bite-sized figures for those with a taste for quick takeaways. Hopefully, they’ll whet your appetite for the full report’s in-depth flavors. Dig in and enjoy!
20% of those who don't eat according to recommendations state lack of access to fresh fruit and vegetables as a reason for not following the dietary guidelines.
86% say they would buy more fruit and vegetables if they were cheaper. Among Gen Z, the number is 90%.
More than 1 out of 5 say they don’t have access to affordable healthy meal options in their local grocery or convenience store. 88% of those would choose more healthy meal options if they were easier to access.
13%
EAT THE RECOMMENDED DAILY INTAKE OF FRUIT OR VEGETABLES EVERY DAY.
FROM KALE TO FAIL
NO THYME FOR GREENS
Lack of time has increased as a reason for not eating 400g of fruit and veggies per day, from 17% (2024) to 26%
WHO KNEW? NOT EVERYONE.
Almost half of respondents aged 45-65 (45%) have never heard of the WHO dietary guidelines regarding fruit and vegetables. For Gen Z the number is 41%.
WHAT’S THE DEAL WITH A GREEN MEAL
29% say they can’t afford eating 400g of fruit or vegetables every day. Among the unemployed, that number nearly doubles—to a staggering 52%.
1. TASTE 45%
2. PRICE 21%
3. HEALTH 18%
4. TIME 12%
5. ENVIRONMENT 2%
Taste is still the most important factor determining what we choose to eat, and the environment matters less than ever when it comes to incitements for shaping our eating habits.
96% WATER—YUMMY! CUCUMBER IS THE MOST LIKED VEGETABLE BY GEN Z ACROSS ALL COUNTRIES (29%). CARROTS TAKE SECOND PLACE AMONG THE YOUNGSTERS (27%).
TENNIS, ANYONE?
THE RECOMMENDED DAILY AMOUNT OF FRUIT AND VEGGIES (400G) EQUALS FIVE 80G SERVINGS, EACH ABOUT THE SIZE OF A TENNIS BALL.
FOOD AFTER MOOD!
EAT HEALTHIER WHEN THEY’RE HAPPY.
27% 22% 34% 3O%
LOSE THEIR APPETITE WHEN ANXIOUS,
CRAVE COMFORT FOODS WHEN FEELING LOW.
REACH FOR SUGARY TREATS WHEN THEY’RE TIRED.
41% OF WOMEN CRAVE COMFORT FOODS WHEN FEELING LOW. ONLY 28% OF MEN SAY THE SAME.
HAPPY IN PARIS? 18% OF THE FRENCH EAT 400G OF FRUIT AND GREENS EVERY DAY—COMPARED TO 8% IN FINLAND.
81% SAY THAT HEALTHY EATING COULD IMPROVE THEIR LIFE BY LEADING TO BETTER PHYSICAL HEALTH.
PREFER QUICK AND EASY FOOD WHEN BUSY.
26% 49%
SNACK MINDLESSLY WHEN STRESSED,
BACK TO THE FUTURE WITH GEN Z
THE FOLLOWING DATA IS BASED ON RESPONDENTS AGED 18-29
Almost half (47%) of the younger generation worry that their diet harms their health.
92% believe that healthy eating could improve their life.
Only 11% follow the WHO recommendations of 400g daily intake of fruit or vegetables.
90% SAY THEY’D BUY MORE FRUIT AND VEGETABLES IF THEY WERE CHEAPER.
41% don’t have access to affordable healthy lunch options close to their school/workplace.
92% believe that providing free fruit and vegetables in schools from an early age would encourage healthier eating habits.
85% believe that zero tax on fruit and vegetables would encourage them to make more healthy food choices.
63% OF GEN Z BELIEVE SOCIAL MEDIA HAS AN IMPACT ON THEIR PERCEPTION OF HEALTHY EATING.
When choosing between different social media platforms, 77% believe that Instagram impacts their perception of healthy eating. That’s also where the majority get their food inspiration (48%).
IS KNOWLEDGE THE RECIPE FOR HEALTHIER EATING?
While we often assume that more information leads to better choices, 42% of people in the study haven’t heard of the WHO guidelines—showing a clear gap between available knowledge and public awareness. Knowledge is power for sure, but is it enough to change attitudes and nudge people into healthier eating? What does “healthy eating” mean, and is social media reshaping how we view healthy eating?
Q: Which word do you think defines healthy food best? (Multiple choices)
BALANCED
PLANT-BASED (5%)
NUTRITIOUS
ZERO BOREDOM, SO WHY ARE PEOPLE SWIPING LEFT
Healthy food means different things to different people, but one thing is certain—0% think it’s boring. The most common associations are “Balanced” (33%) and “Nutritious” (33%), with similar trends across all ages.
Awareness of healthy eating guidelines remains low. Only 43% have heard of the WHO dietary guidelines (45% in 2024), and just 13% follow them daily, a slight drop from 16% last year. Meanwhile, 8% never meet the recommended intake.
When it comes to fruit and vegetable consumption according to the WHO dietary guidelines, the UK, France, and Belgium lead the pack, while Finland, the US, and Sweden lag behind.
THE MISSING INGREDIENTS FOR 400G
When it comes to reasons for not following the dietary guidelines, lack of inspiration for meal preparation is number one (31%), followed by “I can’t afford it” (29%). 20% state the lack of access to fresh fruit and vegetables as a reason for not following the dietary guidelines. Among Gen Z, the number is even higher at 22%. The lack of access to affordable healthy lunch options close to the school or workplace is high in most countries, with 51% in Sweden, 53% in Belgium, and 57% in Germany.
HEY GEN Z! WHAT DO YOU BELIEVE WOULD MOTIVATE US TO EAT HEALTHIER IN THE FUTURE?
Q: Do you believe healthy eating could improve your life?
Yes No
“More information and knowledge for the people, presented in a way that is ‘straight to the point’ and easy to understand.”
Male, 22, Sweden
“Awareness that my diet has an impact on my health.”
Female, 24, Belgium
TASTE IS KING, HEALTH IS THE SIDEKICK
45% say that taste is the most important factor when choosing their meal, though it matters more to 45-65-year-olds (49%) and less to 18-34-year-olds (41%). 21% prioritize price, while 18% choose what they eat based on health.
Health concerns are widespread, with nearly half worrying that their diet affects them negatively. Women and younger age groups worry the most, while 45-65-year-olds worry the least. People in the UK, US, and France are the most concerned, while Sweden and Finland worry the least. Still, 88% believe healthy eating could improve their life, and over half see a link to mental well-being.
42% believe that social media impacts our perception of healthy eating, with Gen Z (63%) most influenced. Here Instagram is in the lead (78%), followed by TikTok (66%), and YouTube (47%).
HEY GEN Z! WHAT DO YOU BELIEVE WOULD MOTIVATE US TO EAT HEALTHIER IN THE FUTURE?
“Healthy alternatives to fast food that taste just as good.”
Female, 25, Germany
“Having nice, affordable salads being sold in stores.”
Male, 21, US
“Better communication about what is healthy by showcasing products on shelves and enhancing the appeal of Nutri-Score A products.”
Male, 24, France
Q: Do you worry that your diet has a negative impact on your health?
Gen Z (18-29)
Gen X/Boomers (45–65)
Q: Do you eat 400g of fruit or vegetables per day? (Multiple choices)
TASTE IS KING CRAVING IS KING KONG
EAT THIS FOOD INDUSTRY
It’s time to lead the charge.
Healthy eating isn’t just a consumer wish—it’s a demand for change. Make healthy options affordable, convenient, and impossible to ignore. Break down the barriers of cost and access, and turn aspirations into everyday realities. The future of food starts with us—empowering healthier choices, creating smarter supply chains, and proving that healthy eating can be both a business win and a societal game-changer. Let’s drive the revolution together, one bite at a time.
FROM GUIDELINES TO EVERYDAY PLATES
This report shows that fewer people are meeting the WHO’s 400g daily target for fruit and vegetables, even as national guidelines across Europe grow more ambitious. The UK recommends filling a third of your plate, equating to at least five portions a day, while France sticks to 400g with an emphasis on variety. Sweden sets the bar at 500g, Finland recently raised it to 500–800g, and Belgium pushes for at least 550g. Meanwhile, the US dwarfs them all with a minimum of about 1,000g per day.
Despite these bold targets, the gap between recommendations and actual consumption is widening, largely due to affordability and access. But this isn’t just a challenge—it’s a major opportunity for the food industry to drive change and make healthier eating more accessible.
THE DIETARY GAP
1 IN 5 SAY THAT AFFORDABLE HEALTHY MEAL OPTIONS ARE MISSING FROM THEIR LOCAL STORES. THAT'S NOT JUST A MISSED MEAL—IT'S A MISSED MARKET OPPORTUNITY.
IS HEALTH OUT
The conversation about healthier eating is typically framed in terms of personal choices—buy fresh produce, eat five servings of vegetables, stay away from sweets—but this study shows that eating healthy is no longer just about personal choices. It’s also about having the access to those choices in the first place. But accessibility is a missing link, and convenience is the key to change. It’s time to ensure that healthier choices are within reach for everyone, everywhere.
Q: Do you have access to affordable healthy lunch options close to your workplace/school? NO0000! (49%)
OF THOSE, 3 OUT OF 4 WOULD CHOOSE HEALTHY LUNCH OPTIONS MORE OFTEN IF THEY WERE EASIER TO ACCESS.
OUT OF REACH?
HEALTHY LUNCH OPTIONS NOT ON THE MENU
ATTENTION RETAILERS! HEALTHIER MEALS START WITH ACCESS
Among those who don’t meet the WHO recommended 400 grams of fruit and vegetables per day, 1 in 5 cite lack of access as the main barrier. For Gen Z, this number rises to almost one in four (22%).
Nearly 9 in 10 (88%) of those facing this issue say they would choose affordable healthy meal options more often if they were easier to access. This underscores the importance of making nutritious food both available and affordable to drive real change.
Healthy eating shouldn’t be a privilege, yet 1 in 5 people say that affordable healthy options are missing from their local stores. This lack of access is even more pronounced in certain regions, with France standing out at 26%, followed by Finland and Belgium at 25%. These figures highlight the need for making healthy choices available and affordable to everyone, regardless of location.
Almost half of the respondents lack access to affordable healthy lunch options near their school or workplace, highlighting a significant gap that needs bridging if we are to overcome the barrier that stops us from living a healthier everyday life. Younger generations are more likely to have access, but the disparity is evident. Germany tops the list with 57% lacking access, followed by Belgium at 53%. 3 out of 4 of those without access today, would choose healthy lunch options more often if they were easier to access. In the US as many as 85% would do so, and in the UK 81%. Also, the younger groups would choose healthier to a greater extent compared to the average if it was easier to access.
HEY GEN Z! WHAT DO YOU BELIEVE WOULD MOTIVATE US TO EAT HEALTHIER IN THE FUTURE?
“If stores focused
more on offering healthier options.
It
feels like unhealthy options take up more space in the store where I usually shop compared to vegetables and nutritious food.”
Female, 22, Sweden
HEALTHY— A PRIVILEGE FOR THE WEALTHY?
6 out of 10 respondents say the cost-ofliving crisis makes it harder to buy fruit and vegetables as often as they would like. The financial strain is particularly evident among the unemployed, with 52% of those without jobs stating they don’t follow WHO dietary guidelines simply because they can’t afford it.
Q: Does the cost-of-living crisis make it harder for you to buy fruit and vegetables as often as you’d like?
Yes No
AFFORDABLE GREENS, GLOBAL GAINS
75% of all global deaths are attributed to lifestyle illnesses such as heart disease, stroke, and diabetes. This is a big issue that unites us across borders, cultures, political opinions, and socioeconomic conditions. Affordability is another universal driver of healthier eating habits. A whole 86% say they would buy and eat more fruit and vegetables if they were more affordable. And this figure rises to 90% among younger generations. In every country surveyed, a significant majority—ranging from 80% in Germany to 89% in the UK, US, and France—agrees that reducing the cost of greens would encourage them to buy and eat more. These figures underscore the power of affordability as a catalyst for change.
29%
SAY THAT
THE
REASON THEY DON’T EAT THE RECOMMENDED 400G
OF
FRUIT AND VEGETABLES EVERY DAY IS THAT THEY CAN’T AFFORD IT.
TODAY’S HIGH FOOD PRICES—TOMORROW’S BIGGER PROBLEM?
Only 13% eat the WHO-recommended amount of fruit and vegetables per day, a decline from 16% last year. Meanwhile, 8% say they never meet the guidelines. Among those who don’t, nearly 1 in 3 say affordability is the main reason. The impact varies across countries: 21% in the UK cite cost as a barrier, compared to 31% in Sweden.
And as climate change, population shifts, and inequality put even more pressure on food systems, access to affordable nutrition will only get tougher. Overcoming this challenge won’t be easy, but it’s necessary for a healthier future.
Q: Would you buy/eat more fruit and vegetables if they were cheaper?
Yes No
“If healthier food were available cheaply. People on low incomes find it hard or even impossible to follow a healthy diet because it is so expensive.”
Female, 28, Finland
“Healthy and inexpensive food, well presented. Personally, I just lack ideas for healthy meals that are not too expensive with quality ingredients.”
Male, 20, France
HEY DECISION-MAKERS!
LIFELONG HABITS START YOUNG
A massive 92% agree: free fruit and veggies in schools from an early age aren’t just a perk, they’re an early lesson in building healthy habits. Good choices start young, and when healthy eating is part of the curriculum, it becomes second nature.
Q: Do you believe that providing free fruit and vegetables in schools from an early age would encourage healthier eating habits?
Yes No
REDUCED TAX COULD BE HEALTHY FOR WALLETS AND PEOPLE ALIKE
Nearly 4 out of 5 people agree that removing taxes on fruit and veggies would encourage them to make more healthy food choices. With 85% of Gen Z supporting the idea, it’s a reasonable conclusion that they’re craving a future where nutritious food is affordable for all.
A TAXING SOLUTION FOR HEALTHIER HABITS
Over half of people say a higher tax on junk food would encourage them to make more healthy food choices. Younger generations are even more on board, with 57% of Gen Z agreeing. The trend holds strong in the UK (55%) and France (58%) too, proving there’s a serious appetite for policies that nudge toward healthier choices.
Q: Would zero tax on fruit and vegetables encourage you to make more healthy food choices?
HEY GEN Z! WHAT DO YOU BELIEVE WOULD MOTIVATE US TO EAT HEALTHIER IN THE FUTURE?
“If it was cheaper to buy healthy food and more expensive to buy less healthy food.”
Male, 22, UK
“Eating habits should be healthy already in childhood so that they are maintained throughout life.”
Male, 18, Finland
“More knowledge about negative effects of sugar. Sugar is the most popular and accepted drug. And it's legal. Noone controls how much sugar you give to your child. This is a big problem.”
Female, 29, UK
ACROSS
ALL MARKETS, THERE IS CLEAR AGREEMENT: EARLY EXPOSURE SHAPES THE WAY WE EAT, AND FREE FRUIT AND VEGGIES IN SCHOOLS FROM AN EARLY AGE WOULD ENCOURAGE HEALTHIER EATING HABITS.
MAKE HEALTHY FOOD THE NEW FOMO
Taste is the biggest driving force behind what we eat, yet healthy food still falls short in delivering excitement. This study shows that affordability and accessibility will be crucial for the ability to make healthy food choices in the future. But the eating experience will determine whether we choose the healthy alternatives the future has to offer. It’s time to bridge the gap and create food experiences that make healthier choices just as satisfying—and crave-worthy—as they should be.
Q: What is your favorite vegetable? (Multiple choices)
CUCUMBER BROCCOLI
CARROT
BELL PEPPER
CORN IS A STAR IN THE US, WITH 24% CALLING IT A FAVORITE. IN BELGIUM, ONLY 2% SAY IT’S THEIR TOP CHOICE.
HEALTHY FOOD AND TASTE AREN’T VIBING
Only 4% are associating healthy food with “tasty”, and the same gap between flavor and healthy food is found across markets and generations alike. At the same time, 45% say that taste is the most important factor when choosing what to eat. This opinion is even stronger in Germany (51%) and Sweden (48%).
To have people swapping a non-salad-based lunch for a lunch salad, affordable pricing (52%) is the most important factor. This is followed by tastier flavors (34%), more filling options (34%), and salads being quick and convenient (30%), emphasizing the need for salads to be affordable, satisfying, and easily accessible.
FROM FRIENDS TO FEEDS
Food inspiration today isn’t just about what’s on the plate; for many people, it comes from friends. The US and Finland lead the way with nearly half (43%) tuning to their friend circles for inspiration. Younger generations, meanwhile, look to the digital world, where Instagram feeds, TikTok trends, and YouTube dominate as sources of inspiration.
Q: Where do you get your food inspiration?
(Multiple choices)
HEY GEN Z! WHAT DO YOU BELIEVE WOULD MOTIVATE US TO EAT HEALTHIER IN THE FUTURE?
“Healthy tasty food that makes us not crave junk food.”
Male, 19, US
“The more our knowledge about health and nutrition expands, the more people focus on the impact of their diet on health and choose healthier foods.”
Male, 24, Germany
GIVE PEAS A CHANCE
Looks matter most when trying new food, with 32% saying that an appealing look of the food is key—but Germany stands out with only 17% saying that looks matter. The food being free influences 24% (Germany 36%) to try something they haven't tasted before. Meanwhile, 20% would try something new—if it contained something they recognized and liked.
SUGAR STEALS THE SHOW
HEALTH BARELY MAKES THE CAST
Cravings call the shots when it comes to food choices— sweet treats win, comfort food soothes, and salty snacks satisfy. Spicy flavors spark interest, but healthy options are still struggling to steal the spotlight. The question is: how do we make healthy cravings the most tempting choice on the menu?
BEAN SÛR! GREEN BEANS ARE LIVING THEIR BEST LIFE IN FRANCE, WHERE 38% CALL THEM A FAVORITE. IN GERMANY, ONLY 2% AGREE.
SWEET TREATS WIN THE CRAVING RACE
When it comes to irresistible cravings, sweet treats reign with 37% (peaking in Finland at 41%). Comfort foods like mac & cheese or pizza follow with 23% (30% in the US, but just 18% in Sweden). Salty snacks (18%) hold their ground, while spicy dishes (12%) get a little extra love in Sweden (15%).
Healthy cravings lag behind at 10%, with the highest interest in the US (15%) and the lowest in Finland (5%).
ALMOST 1 OUT OF 3 AMERICANS SAY THAT COMFORT FOOD (LIKE PIZZA) IS THE HARDEST CRAVING TO RESIST. ONLY 18% OF THE SWEDES FEEL THE SAME WAY.
Q: How does your mood affect your food choices? (Multiple choices)
I crave comfort foods when I’m feeling low.
FUELED BY FEELINGS: HOW EMOTIONS SHAPE OUR FOOD CHOICES
How we feel dictates what we eat, with 83% saying their choices are mood-driven. Women are more swayed by emotions than men, and younger generations are far more affected than their older counterparts.
Busy schedules take the lead, with nearly half (49%) opting for quick and easy food when they're busy, and Finland is on top here with 62%. Comfort food cravings follow closely, with 34% indulging when feeling low—particularly in France (40%). For 30%, tiredness makes them reach for sugary treats.
40%
I reach for sugary treats when I’m tired.
I eat healthier when I’m happy.
OF THE FINNS REACH FOR SUGARY TREATS WHEN FEELING TIRED.
My mood doesn’t influence my food choices.
LET’S TURN TO THE GLOBAL EXPERTS
The link between healthy and thriving is there, but so is the exhausting pressure to get it all right. But here’s the deal— healthier eating doesn’t need to be complicated. It needs to work. It’s about making it affordable, accessible, and appealing enough to turn every bite into a step toward better health. Now and in the future. So, what do the global experts say?
HANNI RUTZLER JOHAN SWAHN HENRY COUTINHO-MASON
Hanni Rützler is one of Europe’s leading food trend researchers and runs the futurefoodstudio in Vienna. She is known for her sharp insights into shifts in food and consumer culture. Her annual food report is a key voice in the debate and a guide for industry decision-makers.
Henry Coutinho-Mason is a global speaker and an award-winning author. He gives inspiring and optimistic talks on future trends and cross-industry innovation, which he also shared in his book “The Future Normal: How We Will Live, Work & Thrive In The Coming Decade”.
Johan Swahn is a Ph.D. in Sensory Science and founder of the scientifically based agency, The Taste Lab—sensory and consumer research. He specializes in sensory science with the purpose of inspiring and educating the industry, emphasizing that sustainable food choices stem from optimal taste.
BEYOND FLAVOR
"LOUD FOOD"—THE NEXT GENERATION OF EATING EXPERIENCE
HANNI RÜTZLER: As seen in this report, younger generations aren’t just looking for healthier options—they want food that delivers bold, intense, and immersive experiences, and are drawn to foods with strong claims that trigger expectations, describing them as “loud food”, which provides orientation and intense sensory experience.
The demand is shifting from problems to solutions, from less sugar and less salt to more fruits, vegetables, nuts, for example—products with natural sugar like dates or new artificial sugar combinations. This idea of loud food indicates that people crave solutions, new big flavors, strong textures, and food that speaks to all their senses. How will brands respond? Clear health and environmental claims, more information, and new recipes with spices, fermentation, and unexpected ingredient pairings might just be the answer.
“Scientific research in nutrition is advancing at an unexpectedly fast pace. This is evident as the Societies of Nutrition in Germany, Austria, Switzerland, France, the United Kingdom, Finland, Denmark, and the Netherlands have recently updated their recommendations, which traditionally took years to change.”
Hanni Rützler
THE ROLE OF GENETICS
JOHAN SWAHN: Why does the same food taste different to different people? Genetics plays a key role in shaping taste preferences where some people, known as “Supertasters” have heightened sensitivity to certain tastes, particularly bitterness. In fact, one in four adults carries a gene variation that makes them extra sensitive to bitter flavors like broccoli, kale, and cauliflower. For these individuals, the same food can taste significantly different than it does to others.
But, bitter vegetables can become more enjoyable when prepared differently. For example, roasting broccoli enhances its natural sweetness and creates umami flavors, making it more palatable. Combining ingredients to balance bitter, sweet, and umami flavors can also make traditionally “less appealing” foods more enjoyable.
WELLNESS AS A STATUS SYMBOL
HENRY COUTINHO-MASON: Social media amplifies a positive aspirational treadmill, promoting healthy behaviors but also creating pressure and unrealistic ideals. Wellness trends, such as reduced alcohol consumption and healthier lifestyles, have become prominent among younger generations. Social media amplifies this as a “positive aspirational treadmill”, promoting healthy behaviors but also creating pressure and unrealistic ideals where Gen Z faces a complex set of challenges.
This has led to a significant gap between aspiration and reality influenced by the performative culture of social media, where being healthy is increasingly seen as a status symbol. However, achieving these idealized lifestyles is not always realistic due to barriers like affordability and convenience.
The disconnect between what young people aspire to and what they actually do is evident, which this report also shows. Fast fashion brands exemplify this conflict, as sustainability is widely valued in principle, yet cost and accessibility often drive realworld choices. This highlights the complex tension between ideals and practicality in today’s wellness culture.
RETHINKING TASTE, SUSTAINABILITY, AND NEXT-GENERATION WELLNESS
FROM FIXING PROBLEMS TO BUILDING HEALTH
HANNI RÜTZLER: The future of health isn’t just about fixing illness—it’s about optimizing the quality of life. The old approach to health is reactive, where you wait until something goes wrong, then see a doctor. This reflects a mindset of waiting for health problems to manifest before taking action, typically following medical advice only after a diagnosis or an issue has been identified. However, there is a growing trend toward prevention. The new style of consumer behavior is more proactive, with individuals responding earlier to potential health issues. Today, people are proactively managing their health, tracking steps, analyzing diet, and making intentional choices before issues develop. This shift encourages early awareness and lifestyle adjustments, helping individuals stay ahead of potential health concerns rather than simply reacting to them.
Younger generations, in particular, view food through a different lens, prioritizing healthy food choices and lifestyle as tools for longterm well-being rather than just remedies for existing problems. As a result, the way food, health care, and wellness brands engage with consumers is undergoing a significant transformation.
BALANCING SUSTAINABILITY, AFFORDABILITY, AND MARKET FORCES
HENRY COUTINHO-MASON: The impact of climate change on food prices is another pressing challenge, the California wildfires serving as a prime example, with large-scale agriculture, including almond and avocado farming, contributing to environmental strain and rising costs. As climate disruptions continue to affect food availability and affordability, consumers may be pushed toward more sustainable choices out of economic necessity. However, this study shows that sustainability is a secondary concern, with only 2% naming the environment as the most important factor when choosing a meal. Here taste is the most important factor with 45%. This indicates that ultimately, people don’t want to compromise—they expect brands to do the work for them.
At the same time, the “natural economy” is becoming increasingly critical for businesses as there is a deep interdependence between the food industry and the natural ecosystem. Businesses can’t simply separate themselves from nature’s influence. While many companies are trying to decarbonize, you can’t denature a business—making the preservation of the natural economy essential for sustainable business operations.
Balancing thoughtful regulation with market-driven initiatives is essential for making healthy eating more accessible and affordable. This can be accomplished by scaling successful practices around cost reduction, technological advancements, and innovation. Addressing these interconnected issues requires a harmonized approach, where regulation, market forces, and environmental responsibility work together to create a resilient, sustainable food system.
“In the study we see that nearly 2 in 3 of Gen Z (63%) believe social media has an impact on the perception of healthy eating. This shows that digital accessibility is as important as physical and economic accessibility.”
“The study shows that 45% rank taste as the most important factor in meal choice, while only 4% associate it with healthy food. It’s clear that there is a significant taste gap that must be bridged to make healthy eating more appealing.”
Johan Swahn
UNDERSTANDING HOW TASTE IS SHAPED
JOHAN SWAHN: By understanding how the brain processes taste, we can reshape the view of healthy food to make it more enticing. This goes beyond ingredients and into the realm of perception and experience. Because taste isn’t just about what’s in our mouths— it’s shaped by sound, expectations, and environment.
One key factor is marketing and branding, where names and descriptions play a crucial role in shaping how we anticipate flavor—evoking positive associations can make a dish feel more indulgent. Presentation also matters, and research shows that food served in bowls is often perceived as healthier than food on plates, particularly among women. The dining experience itself influences taste perception as well. Heavier cutlery, for example, enhances the sense of quality, making a meal feel more luxurious.
Other studies show that low-pitched sounds enhance bitterness, while high-pitched sounds make food taste sweeter. This explains why airplane food often feels bland—constant low-frequency noise dulls our taste perception. To counter this, airlines are enhancing umami-rich ingredients and crispy textures to restore flavor.
By understanding and leveraging these elements, we can redefine healthy food, increasing its attractiveness without altering fundamental ingredients.
Henry Coutinho-Mason
HOW INNOVATION IS RESHAPING THE FUTURE OF FOOD
USING MULTI-SENSORY TECHNIQUES TO ENHANCE FLAVOR
JOHAN SWAHN: Technology is set to revolutionize the way we experience food, moving beyond traditional dining into a world where AI and virtual environments shape taste perception.
One of the most exciting developments is AI-generated flavor combinations, allowing food to be tailored to individual preferences
Virtual dining experiences are also emerging, where immersive, AI-enhanced environments influence how food is perceived. By manipulating visuals, sounds, and textures, these experiences can enhance flavors and create entirely new sensory interactions. This concept, often referred to as multi-sensory food hacking, allows elements such as soundscapes, lighting, and textures to transform how we taste and enjoy meals.
In the future, it may be possible to enjoy a healthier version of your favorite pizza in a virtual setting that replicates the experience of indulging the original one. By engaging the senses in a highly controlled environment, the brain could be tricked into perceiving the same level of flavor, texture, and satisfaction.
So, by understanding how external factors influence taste perception and enhancing the way we experience food, we can create healthier eating habits and increase the potential to meet the WHO guidelines.
A FUTURE-FOCUSED FOOD SYSTEM
HANNI RÜTZLER: Innovation is reshaping the future of food and health, but it’s no longer just about new products—it’s about transforming entire systems. A cultural shift is needed to move from reactive solutions to proactive prevention in food and health systems. Instead of relying on outdated models, we must develop a forward-thinking vision that aligns sustainability, industry, and food production with long-term health goals.
This requires a comprehensive reimagining of the food system— not just better products. Digitalization and AI are transforming nutrition and production, enabling personalized health care and smarter food solutions. From smart health hubs that focus on prevention to digital human care, technology is making wellness more personal, proactive, and holistic.
So, to drive real change, we must embrace innovation, leverage technology, and rethink the way we approach food and health. With AI, digitalization, and scientific advancements accelerating at an unprecedented pace, there is a unique opportunity to integrate health and technology in ways never seen before.
SHAPING TOMORROW’S FOOD SYSTEMS
HENRY COUTINHO-MASON: With sustainability at stake, the future of food is being shaped by those who dare to think beyond traditional systems. The next wave of food innovation is being driven by technology and small nations tackling food security head-on. One example is Solein, a NASA-inspired protein made from sunlight and water, offering a futuristic alternative to traditional food sources. At the same time, AI assistants such as Googleʼs Project Astra (an ambient AI assistant, coming to smart glasses in 2025), could help bridge the cooking skills gap, making home cooking easier and more intuitive.
These might well be early stage, niche innovations today, but they offer us a glimpse of a future normal for food and wellness that is smarter, more sustainable, and more accessible than ever before.
IT’S A WRAP
The data is clear. Healthy eating isn’t just about personal choice—it’s about breaking barriers and rethinking access, cost, and priorities.
Limited access to fresh produce is a major barrier to meeting the WHO’s recommended 400 grams of fruit and vegetables per day. Of those not having access to affordable healthy meal options in their local grocery store, nearly 9 out of 10 say they would choose it more often if they were easier to access.
The demand for healthier options is clear and younger generations are leading the charge, demanding change through technology, policies, and education. With 92% calling for free fruit and vegetables in schools and 85% saying that zero tax on fruit and vegetables would encourage them to make more healthy food choices, the future is a bowl of collective action.
It’s time to flip the script and turn healthier eating into an everyday habit, not a rare luxury. By breaking down barriers like cost, accessibility, and eating experience, we can transform good intentions into everyday realities. Let’s redefine the future—where healthy food is irresistibly tasty, universally accessible, and truly affordable. For everyone.