TVR_2026_GLOBAL

THE VEGOCRACY REPORT 26 ISSUE #5: WHAT HAPPENS WHEN EVERYDAY LIFE MOVES FASTER THAN OUR FOOD SYSTEM?

WHAT IN THE HOLY GUACAMOLE ARE "SHORTCUT FUELS"?

In this report, “shortcut fuels” refers to products such as energy drinks, protein bars and other supplements that claim to enhance physical or mental performance. The term is used as a contrast to “real food”—defined here as unpackaged foods and fresh produce.

2

TABLE OF CONTENTS WE ARE LIVING IN A SHORTCUT ECONOMY

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ABOUT THIS STUDY

5

A SHORTCUT TO FRESH INSIGHTS

6

Key findings in snackable stats

THE SHORTCUT PARADOX

10

Nutrition knowledge is everywhere, clarity is not

PEOPLE DON’T CHOOSE SHORTCUTS—THE SYSTEM DOES

12

THE PRICE OF PERFORMANCE

14

When budget pressure turns shortcuts into the rational choice

OUT OF REACH, OUT OF CHOICE

18

Access decides what people eat when time is short

ACCESS IS THE REAL APPETIZER

20

Good intentions fail when price, access and convenience decide

THE ORIGINAL PERFORMANCE HACK

22

Food as a tool for coping and optimizing

THE QUICK-FIX MENTALITY

24

Unknown benefits struggle in a fast-feedback world

AT THE EXPERTS’ TABLE

26

Why shortcuts persist and what it will take to change them

THE TAKEAWAY Making the smartest choice the easiest one

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WE ARE LIVING IN A SHORTCUT ECONOMY

For five years, we have carried out this report to understand the values, attitudes, drivers, and barriers shaping everyday eating behaviors, today and in the future. By listening to people and studying patterns across countries and demographics, one insight keeps returning: eating well is becoming increasingly difficult.

In a world defined by speed, pressure, and constant demands on performance, food has become something we negotiate rather than choose. What we eat is less and less guided by long-term health intentions, and more by time scarcity, stress, affordability, and access. Many people still want to eat well. But wanting is no longer enough.

This year’s report shows how deeply the shortcut mindset has taken hold. We see the rise of what we in this report call shortcut fuels—bars, shakes, drinks, powders, and supplements designed to deliver energy, focus, or strength, fast. Not as a trend driven by preference, but as a response to a system that increasingly rewards speed over nourishment.

This is not about a lack of knowledge or care. People understand that food affects how they feel, function, and perform. Yet for many, especially younger generations and those facing financial or structural barriers, shortcuts have become a way to cope with everyday life. When healthy options feel out of reach, compromises or shortcuts fill the gap.

And still, something important remains unchanged. Trust in real food is strong. Again and again, people tell us the same thing: they would choose to eat healthier if it was more affordable, easier to access, and better adapted to the lives they actually live.

That is the tension at the heart of the Vegocracy Report 2026.

We are living in a shortcut economy, where people follow the path of least resistance. The gap between intention and reality is widening. People are not choosing shortcuts because they want to, but because the system makes them the easiest option.

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The way forward is therefore not about asking individuals to do better. It is about shared responsibility. If we want better health outcomes, food must be designed to work with modern life—not against it. This requires action from policymakers, the food industry, and everyone shaping the systems that determine what ends up on our plates. Only then can real food become the simple choice and the most effective shortcut to everyday performance.

ABOUT THIS STUDY The annual Vegocracy Report is based on a global survey conducted by 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 2025 and January 2026.

WHY THIS MATTERS

DAVID VON LASKOWSKI CEO PICADELI

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, according to WHO (2025). 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 that 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.

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A SHORTCUT TO FRESH INSIGHTS Hungry for the quick version? The following four pages serve up the key findings from 2026 in snackable stats—while deeper insights await further ahead.

93% believe food affects daily performance—but does that belief show up in everyday choices?

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79% don’t believe shortcut fuels deliver what they promise. Yet almost one in five of them sometimes replace lunch with shortcut fuels.

WHY SHORTCUTS?

SEE IT TO BELIEVE IT

The reasons why people consume shortcut fuels are many, but getting energized is clearly the main driving force.

It’s crystal clear—immediate results drive behavior.

1. GET ENERGIZED 54% 2. SAVE TIME 39% 3. ENHANCE WELL-BEING 26% 4. GET MORE FOCUSED 17% 5. GAIN MUSCLE 13% 6. SAVE MONEY 9% 7. GET BETTER SKIN 6% FROM PAYCHECK TO PLATE Socioeconomic vulnerability is reshaping the dinner plate in real time.

79%

of unemployed would consume more fruit and veg if prices were lower (vs. 72% total).

59%

of unemployed know which foods give lasting energy (vs. 70% total).

46%

of unemployed can’t afford recommended fruit and veg (vs. 26% total).

36%

of unemployed say price is their #1 priority (vs. 23% total).

86% would eat more fruit and vegetables if they felt immediate benefits—such as better focus, sleep, mood, skin, or energy.

62% would spend less on beauty products if fruit and vegetables improved skin and natural glow.

19% have been positively influenced to take shortcuts by medical innovations like Ozempic—a whole quarter of Gen Z compared to 15% of Gen X/Boomers.

92%

BELIEVE FREE FRUIT & VEG IN SCHOOLS WOULD BUILD LIFELONG HABITS.

MIRROR, MIRROR ON THE WALL, WHO IS GLOWING MOST OF ALL? 7

ALGORITHMS SHAPE OUR NUTRITIONAL KNOWLEDGE Algorithms, influencers, and ingredient labels all compete for authority.

In the chaos, algorithms seem to shape our nutritional beliefs. This is how we get our nutritional knowledge (multiple answers allowed).

YOUTUBE 17%

GOOGLE

INSTAGRAM 16%

TIKTOK 11% 42%

AI TOOLS (E.G. CHATGPT) 12%

38% CHOOSE MEALS THAT GIVE QUICK ENERGY RATHER THAN LONGTERM HEALTH. AND ALMOST ONE IN TWO AMONG GEN Z DO THE SAME.

APPETITE FOR REAL FOOD IS STRONG —ACCESS ISN’T

79% 77% 14% 8

would eat more fruit and veg at work or school if accessible. want fresh, quick alternatives in supermarkets. skip lunch when lacking access to healthy food options.

TASTE IS KING, CLIMATE IS THE BIGGEST LOSER Taste still dominates food choices, while environmental concerns drop further after last year’s record low.

1. TASTE 40% 2. PRICE 23% 3. HEALTH 17%

4. TIME 12% 5. FUNCTION 7% 6. ENVIRONMENT 2%

GEN Z—THE FIRST TRUE SHORTCUT GENERATION?

—RAISED UNDER PRESSURE AND PERFORMANCE DEMANDS

Gen Z is growing up in a world built on pressure and performance. Their relationship with food reflects that reality: fast, functional, and often driven by necessity rather than choice.

65% feel performance pressure (vs. 32% of Gen X/Boomers).

66%

DON’T BELIEVE THAT SHORTCUT FUELS DELIVER WHAT THEY PROMISE.

WOULD EAT MORE FRUIT AND VEG IF THEY FELT INSTANT BENEFITS.

Only 14% eat the recommended daily intake of fruit or vegetables every day.

22% replace it with shortcut fuels and over one in four can't afford it.

One in three replace lunch with shortcut fuel when there are no healthy options (vs. 17% of Gen X/Boomers).

One out of seven report a stressdriven relationship with food (vs. 7% of Gen X/Boomers).

2025

MORE THAN HALF HAVE NOT HEARD OF THE WHO DIETARY GUIDELINES.

87%

2026

As many as 58% worry about their diet having a negative impact on their health.

That’s up from 47% in 2025, turning it into a majority issue.

WHAT’S YOUR PERFECT HEALTHY SHORTCUT FOR BUSY DAYS?

“Affordable, easily accessible food that is good for your body.”

Male, 25, Sweden

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THE SHORTCUT PARADOX —NUTRITION KNOWLEDGE IS EVERYWHERE, CLARITY IS NOT

Q: Do you eat 400g of fruit or vegetables per day? (Multiple choices)

We know how we should eat. So why do we keep choosing shortcuts? Advice is everywhere—in our feeds, from brands, in headlines—but clarity is not. In a world full of nutrition talk, we’re overloaded with ingredients but missing the recipe.

The result? Confusion is the new normal.

Yes, every day

02 10

51

01

No, never

5

20%

6%

6%

6%

19%

4%

16%

6%

11%

8%

17%

5%

16%

10%

14%

TOTAL 7%

0

5

10

150 AGE AND COUNTRY CODE AREN’T JUST NUMBERS

Q: Where do you 120 get your nutritional knowledge?

Only 14% meet the globally recommended 400g daily intake of fruit and greens. But again, where you live makes a big difference. Belgium and France are leading the way, while Finland is at the bottom, with just 6% eating according to the recommendations daily. Globally, women more often eat according to the recommendations than men (15% vs. 12%).

When we look at everyday choices, we see that nearly two in five say they often choose meals that give quick energy over long-term health benefits. One in two of Gen Z say they often choose quick energy over long-term health, compared to just one in three among Gen X/Boomers. What we are seeing is a clear generational shift.

(Multiple choices)

AI tools (e.g. ChatGPT) 60 Traditional media Instagram Youtube

Yes

45%

54%

46%

48% TOTAL

0 10 20 30 40 50 60 70 80

Q: Have you heard of the WHO dietary guidelines regarding fruits and vegetables?

43%

33%

30 0

30%

7% 3% 9%

Gen Z (18–29)

Gen X/Boomers (45–65)

ALGORITHMS ARE FILLING THE GAPS

Female, 62, Finland

68%

6% 30%

TikTok

“Ready-made, healthy meals prepared by someone else, so I wouldn’t have to think about it myself.”

48%

21%

29%

WHAT’S YOUR PERFECT HEALTHY SHORTCUT FOR BUSY DAYS?

44%

90

21%

Where people get their nutritional knowledge is fragmented.

Gen Z operates in a more algorithm-driven ecosystem where TikTok, Instagram, YouTube, and AI tools play a large role, while older generations rely more on traditional sources. At the same time, packaging and ingredient lists influence over 40% across all groups—showing how visibility often outweighs verified knowledge in a shortcut economy. Yet when asked who they trust most, the answer is clear: 91% trust a human expert over an AI coach.

THE INSPIRATION CONTRADICTION The number one reason people don’t reach 400g daily isn’t taste or cost—it’s lack of inspiration for meal preparation (36%)— something of a contradiction in a world overflowing with food content. Almost half of the Finnish and French respondents report inspiration fatigue, while Germany stands out as the market most pressed for time, where 40% name lack of time as the main reason for not eating enough fruit and greens. But worldwide structural gaps are clear: more than one in four say they can’t afford it, 15% replace fruit and veg with shortcut fuels, and 13% cite lack of access. Among the unemployed, almost half say that price is the main obstacle.

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10% USE SHORTCUT FUELS

EVERY DAY

HOW OFTEN… AND WHY? Shortcut fuels have moved from backup to baseline. Today, more than one in three consume them daily or several times a week, while almost one in four never do. The generational gap is wide. 15% of Gen Z use shortcut fuels every day— almost twice as many as Gen X/Boomers (8%), and almost the same share as the Gen Z who meet the WHO’s daily fruit and vegetable recommendations. The main reasons are functional.

One in two use shortcut fuels to get energized, and nearly two in five to save time. Performance-driven use is highest among Gen Z and men. More than one in five Gen Z and one in five men use them to improve focus (vs. 17% overall), and one in five Gen Z and nearly one in five men use them to gain muscle, compared to 12% overall. Gen Z are more than twice as likely as Gen X/Boomers to use shortcuts to save money (13% vs. 6%) or improve skin (9% vs. 4%)—reinforcing the fact that for the first shortcut generation, food is increasingly about function, not ritual.

71% OF FULL-TIME EMPLOYED SAY THEY KNOW WHICH FOODS PROVIDE LASTING ENERGY, VERSUS 59% OF UNEMPLOYED. REAL

FOOD

WINS

THE

MIND—SHORTCUTS

WIN

THE MOMENT In theory, trust firmly belongs to real food. Home-cooked meals (64%) and fruit and vegetables (24%) together account for 88% of nutritional trust. Yet in practice, shortcut fuels are deeply embedded in everyday life, where one in ten consume them daily (rising to 15% among Gen Z). At the same time, knowledge gaps remain large. More than one in three don’t know which foods provide lasting energy—and this uncertainty is strongly linked to socioeconomic status, with 59% of unemployed people saying they know, compared to 71% of full-time employed. This pattern is also linked to household income—the more you earn, the less uncertainty.

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HIGH CONCERN—LOW CLARITY More than half (53%) worry their diet negatively affects their health. This concern has increased sharply among Gen Z since last year (58% in 2026 vs. 47% in 2025). At the same time, more than half of all respondents say they don’t know how shortcut fuels affect them long term—reinforcing a pattern of high concern, but low clarity. The fact that only one in five believes that shortcut fuels deliver what they promise amplifies this even more. And again, the generational divide is clear. Gen Z are twice as likely as average to trust takeaway meals the most (5% vs. 2%), and four times more likely than Gen X/Boomers to trust protein and energy products (8% vs. 2%).

Q: Do you worry that your diet has a negative impact on your health?

Yes (2025)

Yes (2026)

Q: Do you know how shortcut fuels affect your long-term health?

Yes

No 57%

44%

43%

Gen Z (18–29)

56%

Gen X/Boomers (45–65)

Q: Do you often choose meals that give you quick energy rather than long-term health benefits?

Yes

No 50%

30%

50%

Gen Z (18–29)

70%

Gen X/Boomers (45–65)

79% 47%

58%

Gen Z (18–29)

38%

47%

Gen X/Boomers (45–65)

DON'T BELIEVE

THAT SHORTCUT FUELS DELIVER WHAT THEY PROMISE

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PEOPLE DON’T CHOOSE SHORTCUTS —THE SYSTEM DOES 22% 39%

People don’t wake up wanting to replace meals with bars and shakes. Shortcut fuels aren’t winning because they’re loved—they’re winning because they’re there.

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REPLACE LUNCH WITH SHORTCUT FUELS WHEN HEALTHY OPTIONS ARE MISSING

USE SHORTCUT FUELS TO SAVE TIME

MAKE THE HEALTHY CHOICE THE EASY CHOICE

WHAT’S YOUR PERFECT HEALTHY SHORTCUT FOR BUSY DAYS?

The demand is already there. 79% would eat more fruit and vegetables if they were easily available, and 77% want supermarkets to offer more fresh, quick options. 72% would eat more if they were cheaper. Affordability is fundamental, but it’s also clear that people don’t need more motivation—they need better access. When fresh food is nearby and effortless to choose, behavior changes. Not through willpower. Through design. The fastest way to change what people eat is to change what’s easy.

“24/7 availability to fresh fruit and veggies at an affordable price.”

Female, 34, US

“A healthy lunch to take with you, quickly bought from the supermarket.”

Male, 49, Finland

“Fresh, healthy meals available for pick-up.”

ONLY ONE IN THREE GERMANS HAS ACCESS TO HEALTHY FOOD NEAR SCHOOL OR WORK.

Male, 30, Germany

Q: Would you like supermarkets to offer more fresh, quick options as an alternative to shortcut fuels?

Yes 75% 69% 83% 74% 74% 88% 88% TOTAL

77%

0

20

40

60

80

100 15

Welcome to the era of compromises-on-a-plate.

Eating has become a daily negotiation. People want to eat healthier—but when time and money are tight, fast and cheap often win. Shortcuts start to feel like a good idea. Still, real food remains the gold standard.

THE PRICE OF PRICE MATTERS—BUT NOT EQUALLY

—WHEN BUDGET PRESSURE TURNS

Price is the second most important factor when choosing a meal overall (23%), but it matters far more for financially pressured groups. Among unemployed, two in five rank price as top priority, compared to just under one in five among full-time employed. What people can afford clearly sets the limits. Nearly three in four say they would eat more fruit and vegetables if prices were lower—most in France (81%) and least in Germany (64%). Women more than men (76% vs. 68%), and unemployed more than full-time employed (79% vs. 72%), say the same.

WHAT’S YOUR PERFECT HEALTHY SHORTCUT FOR BUSY DAYS?

“Whatever, as long as it is fast, energizing and not expensive.”

Male, 42, France

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WHEN CHOOSING A MEAL, 36% OF UNEMPLOYED PEOPLE RANK PRICE AS THE MOST IMPORTANT FACTOR.

REAL FOOD TOPS THE MENU—BUT “VALUE FOR MONEY” DIFFERS AMONG GENERATIONS Even in a market full of options, real food still tops the value menu: 88% say it delivers the best value for money at lunch. But views on what “value” means differ between generations. Among Gen Z, 14% say shortcut fuels offer the best value—compared to just 4% among Gen X and Boomers. For younger consumers, functional products aren’t just supplements—they can also be seen as a practical lunch option when time and budget are tight.

PERFORMANCE SHORTCUTS INTO THE RATIONAL CHOICE

ZERO TAX = MAXIMUM MOMENTUM

Policy could be a powerful accelerator. 83% say that removing tax on fruit and vegetables would encourage healthier food choices, with strong support across all markets. The demand for policymakers to take responsibility has also increased over time. When price is the barrier, policy clearly has the power to change behavior.

Q: Would zero tax on fruit & vegetables encourage healthier choices?

THAT IS TWICE THE SHARE AMONG FULL-TIME EMPLOYEES (18%).

Yes

2025

2024

2026

83%

79% 72% 17

OUT OF REACH OUT OF CHOICE —ACCESS DECIDES WHAT PEOPLE EAT WHEN TIME IS SHORT

Accessibility is the silent enabler behind daily decisions.

Only about half say they have access to affordable, healthy lunch options near work or school. When access fails, people adapt by skipping meals, relying on bars/ energy drinks, or defaulting to whatever is easiest.

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WHEN ACCESS FAILS, WE SKIP OR SHORTCUT Access to affordable, healthy lunch options near workplaces/ schools varies sharply by country. Six in ten in the US and more than half in the UK report good access. Germany is the biggest red flag: only 37% say they have access, while 55% say they don’t. When healthy lunch access is missing, 14% skip lunch altogether. Others turn to energy drinks, bars, or snacks from a vending machine. Gen Z is more exposed to this pattern: they are less likely to bring food from home and more likely to replace meals with shortcut fuels. In the US, more than two in five replace lunch with shortcut fuels when lacking a healthy option; in France, that number is just 14%.

MORE THAN TWO IN FIVE PEOPLE IN THE US TURN TO SHORTCUT FUELS WHEN A HEALTHY LUNCH OPTION IS UNAVAILABLE. Q: Do you have access to affordable, healthy lunch options near work/school?

Yes

No

I don't know

42%

16%

42%

49%

30% 44%

45%

11%

55%

37%

8%

55%

32%

55%

35%

61% TOTAL

21%

10% 29%

10%

36%

51%

0

13%

20

40

13%

60

80

100 19

ACCESS IS THE REAL APPETIZER

—GOOD INTENTIONS FAIL WHEN PRICE, ACCESS, AND CONVENIENCE DECIDE

Turns out, good habits love a shortcut. Gen Z are once again leading the way: 83% say they would eat more fruit and vegetables if they were easily available at work or school. And when it comes to starting early, the message is clear: 92% believe that offering free fruit and vegetables in schools from an early age could help future generations build healthier habits.

THE FRUIT OF KNOWLEDGE? FOUR OUT OF FIVE SAY THEY WOULD EAT MORE FRUIT AND VEGETABLES IF THEY WERE EASILY AVAILABLE AT WORK OR SCHOOL. 20

CHOICE HAS A PRICE TAG

SUPERMARKETS, TAKE NOTE: DEMAND IS CLEAR

When choosing lunch, people prioritize fullness/satisfaction (33%), convenience/time (23%), and health/nutrition (22%).

Low price comes next (15%), while “energy that lasts” ranks last (8%). But once again, class shapes priorities. What you prioritize is clearly linked to income and employment status, across all markets. A quarter of unemployed people say low price is their top priority (vs. one in eight of full-time employed), while more than one in five of full-time employed prioritize health (vs. one in six of unemployed).

The demand for better solutions is overwhelming. More than three in four want supermarkets to offer more fresh, quick options as alternatives to shortcut fuels. The UK leads (88%), while Finland is lowest (69%)—still a clear majority. Gen Z are pushing the hardest. More than four in five want these options, compared to nearly three in four of Gen X/Boomers.

GOOD INTENTIONS—BAD OPTIONS When asked to choose, 73% say they’d rather pay more for food that improves health than food that simply saves time. But intentions collide with reality. More than one in five say they replace lunch with shortcut fuels when healthy options are missing. Among Gen Z, this jumps to one in three, compared to one in six among Gen X/Boomers.

Q: Do you ever replace lunch with shortcut fuels due to lack of healthy options?

WHAT’S YOUR PERFECT HEALTHY SHORTCUT FOR BUSY DAYS?

“That I can buy cheap meals that are also quick and healthy in large grocery stores.”

Male, 30, Sweden

“I stop by the nearest store and buy a quick, healthy grab-and-go product.”

Female, 26, France

“Healthy ready meals in supermarkets.”

Male, 51, UK

Yes

31%

16%

Gen Z (18–29)

Gen X/Boomers (45–65)

SHOP ALERT! 77% WANT SUPERMARKETS TO OFFER MORE FRESH, QUICK OPTIONS.

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THE ORIGINAL PERFORMANCE HACK —FOOD AS A TOOL FOR COPING AND OPTIMIZING

Food expectations are shifting. Call it the new food math: energy up, stress down, results now.

Nutrition IQ is no longer about health in theory, but what works between meetings, deadlines, and low-battery days. Gen Z, shaped by a shortcut society, is driving the change—using food as both nourishment and an everyday tool to cope, perform, and optimize.

Yes

Q: Do you experience performance pressure? (e.g. career, education, image, health)

22

65%

32%

Gen X/Boomers (45–65)

Gen Z (18–29)

A STRESS-DRIVEN RELATIONSHIP

DISCOUNTS BEAT DESIGN

In times where nearly one in two say they experience performance pressure—and that number being almost seven out of ten among younger groups—it’s not strange that food has become functional for most people, and stressful for many.

More than half worry that their diet negatively affects their health, and a majority now describe their relationship with food as primarily functional rather than emotional or social. One in ten describes it as stress-driven, but the generational gap is clear: Gen Z are twice as likely to describe their relationship with food as stress-driven compared to Gen X/Boomers (14% vs.7%).

Gender adds another layer: men are more likely to describe food as functional, while women more often describe emotional or stress-driven relationships with eating. The message is clear.

Food is not only used to enjoy life, but also to manage pressure.

When it comes to buying decisions, price still rules—and discounts remain the single strongest trigger (41%). This is especially true in Finland (49%), Belgium (47%), and Sweden (46%). France stands out as the most information-led market, where 34% say clear nutrition information influences their purchase decisions—the highest share of all markets. But once people actually pick up the product, something else kicks in.

When they read the pack, they’re not looking for flashy design— they’re looking for reassurance. Promises about natural ingredients (29%), health support (23%), and no additives (19%) matter far more than eye-catching packaging (5%) or front-ofstore placement (6%). In other words: price may get products into the basket—but credibility is what helps justify the choice.

WHAT’S YOUR PERFECT HEALTHY SHORTCUT FOR BUSY DAYS?

“Something very healthy and energetic.”

Q: Would you describe your relationship with food as: Functional Social

Female, 41, Belgium

Emotional Stress-driven

50%

23%

18%

74%

TOTAL

9%

14%

49%

31%

48%

28%

4%

8%

15%

5% 8%

16%

57%

17%

56%

24%

14%

12% 12%

8%

55%

22%

14%

9%

55%

21%

14%

10%

0

20

40

60

80

100 23

THE QUICK-FIX MENTALITY

—UNKNOWN BENEFITS STRUGGLE IN A FAST-FEEDBACK WORLD

Results need to come fast—or motivation fades.

Across generations, expectations on speed are high. The quick-fix mindset is no longer a youth phenomenon—it is a cultural one. Even older generations now share the same impatience. In a world shaped by pressure and performance, slow benefits struggle to compete.

NEARLY 9 IN 10 (86%) SAY THEY WOULD EAT MORE FRUIT AND GREENS IF THEY FELT IMMEDIATE BENEFITS—SUCH AS BETTER ENERGY, FOCUS OR SLEEP. 24

THE NEED FOR INSTANT PAYOFF

GLOW AS A GROCERY STRATEGY

In a performance-driven world, patience is becoming a scarce resource. A vast majority say they would eat more fruit and vegetables if they felt immediate benefits like more energy, better sleep, and glowier skin. And to stay motivated, most people don’t want to wait long: nearly one in five expect results within days, more than two in five say they need to see or feel results within 1–2 weeks, and only 5% are willing to wait as long as 2–3 months. Only a small minority are willing to be patient as long as they believe something is good for them. This is also significant for Gen Z: having been raised on fast feedback and constant optimization, instant gratification and immediate results are not a bonus. They’re the requirement.

The boundary between food, beauty, and wellness is dissolving.

Food is no longer just food—it is increasingly considered a performance solution. 62% say they would spend less on beauty products if it were proven that fruit and vegetables improve skin and natural glow. The share is especially high in the US and France (76% and 77%), while Sweden is more cautious (56%). Knowledge about the benefits of eating more fruit and greens could, in other words, possibly mean both better health and better spending habits.

ONE IN FIVE EXPECT RESULTS WITHIN DAYS TO STAY MOTIVATED.

“Some kind of bar or drink that quickly gives me energy.”

WHAT ACTUALLY MOTIVATES HEALTHIER EATING? People are motivated by what food does for them here and now. Energy is the single strongest motivator overall, followed by body-related outcomes. But motivations differ: women overindex on energy and body-related benefits, while men are more driven by sleep and focus. Healthy eating competes best when it promises visible, everyday performance effects—not abstract future health.

Q: Do you think the food you eat could change how well you perform during the day?

Yes

No

WHAT’S YOUR PERFECT HEALTHY SHORTCUT FOR BUSY DAYS?

Male, 29, Finland

Q: Which result would motivate you the most to eat healthier?

BETTER MOOD

(12%)

BETTER FIGURE

(24%)

CLEARER SKIN (5%)

7%

MORE ENERGY

(34%)

93%

BETTER FOCUS (8%)

BETTER SLEEP

(17%) 25

AT THE EXPERTS’ TABLE —WHY SHORTCUTS PERSIST AND WHAT IT WILL TAKE TO CHANGE THEM

In a world that seems to spin faster and faster, many struggle to keep up. The shortcut economy thrives in our highpressure, stress-driven, and time-pressed society­—but what are the costs? Let’s take a seat at the global experts’ table and hear what’s on their menu for the future.

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PIERRE CHANDON Pierre Chandon is a Chaired Professor of Marketing at INSEAD and the Director of the INSEAD Sorbonne Behavioral Lab. He studies innovative marketing solutions to better align business growth with consumer health and well-being.

ESTHER AARTS Esther Aarts is a professor in cognitive neuroscience, known for her work on the two-way relationship between food and brain function. She examines how people make everyday food choices, how the brain responds to “quick-fixes” as opposed to thought-through choices, and how this relates to cognition and behavior.

HENRY COUTINHOMASON Henry Coutinho-Mason is a global speaker and award-winning author, specializing in AI, future trends, and cross-industry innovation. Among many things, he focuses on how future innovation can make the next decade healthier, fairer, and greener.

THE RECIPE BEHIND

FUTURE FOOD CHOICES CAN SHORTCUTS FUEL MINDFULNESS? HENRY COUTINHO-MASON: In many ways, we live in

contradictory times. This study clearly shows that concern about people’s health in relation to diet is widespread, and that convenience foods have become a natural part of everyday life. This is despite the fact that most people don’t believe these products deliver on their promises and generally trust home-cooked meals and vegetables more.

This is indicative of two major macro-trends running side by side in society: the desire for shortcuts and the desire to do and experience things more slowly. The two reinforce each other and, in some ways, even strengthen one another. You might grab a bar for lunch—and then feel more inclined to spend hours in the kitchen preparing a genuine, mindful dinner.

“36% of the unemployed group in the study named price as the most important factor when choosing what to eat, making it more important than taste for this group.

By them, shortcut fuels might be viewed as a “treat” that they can afford, and that also provides some nutrition.

The lipstick effect, as it’s called in the beauty industry.”

Henry Coutinho-Mason

NUTRIENT NAGGING ISN’T NUDGING PIERRE CHANDON: A common way to encourage people to eat more fruit and vegetables is to talk about nutrients. But in a world where many believe they can more easily get nutrients from pills, bars, or shakes, this is not very effective. In addition, people eat mainly for pleasure, not for nutrition. That’s why food should be presented through its flavors, textures, sounds, and as part of shared moments. The concept of calling something a “Greek salad” instead of “a salad with onion and cheese” works because it creates images, memories, and desire.

When we talk about food as a shortcut to “getting what you need”, we lose many people who avoid greens not because they don’t know they’re healthy, but because they don’t think they’re as enjoyable as, say, a burger. Think about how we sell wine or coffee— by describing origin, character, and experience, not nutrients.

Junk food is sold through taste and pleasure. To nudge people into healthier eating, healthy food should be communicated in the same way.

NEW WAYS—AN OLD BRAIN ESTHER AARTS: In many ways, we still carry a huntergatherer brain, programmed to seek out fat, sugar, and protein. What has changed is our environment. Before, we had to hunt, climb, or harvest to get food. Today, we can walk into any convenience store and instantly access exactly what our brain craves, especially when we are stressed. Eating has become effortless, even though effort is often part of what makes things beneficial.

When choosing something sweet, like a bar instead of fruit, the bar delivers fast sugar and saturated fat. This creates a quick energy spike, followed by an inevitable crash. Repeating this pattern over time increases the risk of type 2 diabetes, which is also linked to cognitive decline, including dementia. Fruit, on the other hand, contains sugar combined with fiber, which slows absorption and provides a more stable, long-lasting energy supply. In short, shortcut fuels may come with serious long-term consequences.

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WHEN STRESS IS IN QUESTION,

FOOD IS THE ANSWER

FOOD AS FUEL OR FOOD AS PLEASURE PIERRE CHANDON: The danger of focusing only on the function of food is that it turns it into mere fuel, and something essential gets lost: pleasure. This survey shows that people say they prioritize taste, and taste is really about enjoyment.

Additionally, eating is much more than consuming something on the go or eating while being distracted by phones, TV, or work.

A meal has values beyond nutrients. It is tied to culture, rituals, and shared moments—sitting down together and sharing an experience. That is what many people truly long for, and what disappears when food is treated as purely functional. Research also shows that when pleasure is central to eating, people naturally eat more reasonable portions, because enjoyment does not increase with quantity but with savoring, which peaks for moderate portions.

Mindful, pleasure-centered eating leads to greater satisfaction in every sense of the word.

“We see in this study that 40% say that taste is the most important factor when choosing what to eat. Taste is equivalent to pleasure, showing that people want to enjoy what they eat. That’s why we can’t only focus on nutrients; if we miss the pleasure parameter people won’t crave healthy food.”

Pierre Chandon

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FOOD ISN’T A SOLUTION, IT’S THE SOLUTION HENRY COUTINHO-MASON: Seeing food as a solution is not wrong, but it is only part of a bigger picture. Food is more than just a way to get nutrition. Healthy food helps prevent many lifestyle-related diseases, and sustainable food is also part of the solution to the climate crisis. At the same time, we live in an era of both trends and countertrends. On one hand, we see the rise of quick “shortcut fuels”, connected to our fast, digital lives. On the other hand, there is a growing desire to slow down and create real-life experiences, where food plays an important role.

Sharing a meal at a table is very different from drinking a shake between Zoom calls, yet both will continue to exist side by side.

Still, real, good food is a solution to more than just a busy schedule.

It is part of a sustainable life and society. Life is rarely black and white and will, for most, likely contain both shortcuts and slow experiences.

THE REAL SHORTCUT MIGHT BE SLOWING DOWN ESTHER AARTS: Stress increases the likelihood of making short-term food choices, often leading to highcalorie options. In today’s high-pressure society, stress is constant, and the body demands quick energy. To the brain, stress is stress, whether it comes from being chased by a lion or from a pressing email. As seen in this report, many people describe their relationship with food as stress-related, which influences their eating choices.

Ironically, one solution to all this stress is to slow down and be more mindful about eating. Choosing foods with different textures and more complex flavors, and paying attention while eating, help the brain register the meal and feel more satisfied. For example, a shake requires little chewing and is barely registered by the brain, while a salad takes time to eat, makes you feel full, and increases enjoyment. It might take longer, but it’s worth it in both the short and long term.

“The study shows that one in ten name their relationship with food as stressdriven, and that number is 14% among Gen Z. Stress affects how we choose our food. When stressed, cortisol increases appetite, making us crave high-fat, high-sugar foods.”

Esther Aarts

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MORE THAN

A MEAL YOU ARE WHAT YOU EAT—FOOD AS AN IDENTITY

HENRY COUTINHO-MASON: The saying “you are what you eat” has never been more relevant than in today’s identity-driven society. Every food choice signals something about who you are. In this context, shortcut fuels have a clear role: grabbing a protein bar or shake shows that you are busy, goal-oriented, and part of a community that values efficiency and performance. This is a strong macro trend, but it does not stand alone.

Eating good, healthy, home-cooked food also plays an important role in shaping identity, culture, and community. It acts as a countertrend to our increasingly digital lives, where many people long for slower, more genuine experiences. Healthy food, therefore, has multiple roles to play, and understanding these co-existing currents is key to understanding who consumers are—and who they want to become.

“What this study really shows is that performance pressure is universal. 45% say they experience pressure related to career, education, image or health, and that creates a shared ambition across very different life situations: people want to function, cope, and be a better version of themselves. Shortcuts may be contextspecific, but performance is not—it’s the common denominator behind almost all modern food choices.”

Henry Coutinho-Mason

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THE UNKNOWN INSTANT BENEFITS ESTHER AARTS: Many people know the risks of a bad diet, but fewer understand how quickly good food can improve how we feel. Part of this is due to marketing: processed foods and shortcut fuels come with labels full of promises, while natural foods like fruit and vegetables do not. Yet these foods provide long-lasting energy and essential vitamins needed to produce neurotransmitters like dopamine and serotonin, which directly affect mood and motivation. The positive effects can be felt in just a day or two: more stable energy, better mood, and improved focus.

Over time, a healthy diet also reduces the risk of obesity, dementia, and depression, and lowers inflammation, which can even improve your skin. The real shortcut to health is simply eating more fruit and vegetables.

WHAT HEALTHY REALLY MEANS PIERRE CHANDON: There are different ways to understand what “healthy food” means. One is to focus on adding “good things”, like protein, fiber, and vitamins, or removing “bad things”, such as salt, sugar, fat, and additives.

But whenever you add or remove something, you are, by definition, processing the food, which goes against what most people want now.

Another way to view it is not about adding or removing, but about preserving the food’s natural qualities and not adding anything harmful. This is what lies behind labels like “clean” or “no artificial”, which many interpret as “healthy”.

These views also shape our expectations. We may expect “low-fat” food to be less filling, or “healthy meals” to not taste so good. That’s why I think we need to communicate healthy food differently: as something that tastes great, is satisfying, and, additionally, makes you feel good for longer. A meal worth enjoying, not just a way to tick a nutritional box.

THE TAKEAWAY ­—MAKING THE SMARTEST CHOICE THE EASIEST ONE IN A SHORTCUT ECONOMY, FOOD MUST WORK IN REAL LIFE This year’s report captures a clear shift: we are entering the era of shortcuts—driven by Gen Z. People no longer want to choose between what is fast and what is healthy—they expect both.

Food is increasingly chosen for what it delivers right now: energy, focus, and convenience, rather than long-term promises.

HEALTH WINS WHEN IT DELIVERS INSTANT ENERGY, EASE, AND TRUST Across markets and generations, shortcuts have moved from backup to baseline, especially among Gen Z. Performance has become the universal driver. But trust has not kept pace. Real food still holds the strongest credibility. Fruit, vegetables, and home-cooked meals remain the most trusted sources of nutrition, while most people doubt that shortcut fuels truly deliver what they promise. This tension runs through the entire report.

THAT’S WHERE THE NEXT GENERATION OF FOOD IS HEADED What ends up on the plate is shaped by time pressure, stress, access, and affordability—and by rising expectations that food should support everyday performance and wellbeing. This raises a bigger question: are fruit and greens still just part of the food business, or increasingly in the performance and everyday health business? The opportunity is clear. People don’t want more trade-offs. They want food that works in real life, combining speed and convenience with the trust and nutrition of real food. The future belongs to solutions that make the smartest choice the easiest one.

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