Changing diets in lockdown

A quarter of young Millennials say Covid-19 has made a vegan diet more appealing

Jarvis Smith - My Green Pod

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Published: 10 June 2020

This Article was Written by: Jarvis Smith - My Green Pod

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New research from Mintel reveals that a quarter (25%) of young British Millennials (aged 21-30) say the Covid-19 pandemic has made a vegan diet more appealing.

The research reveals that a vegan diet is proving more attractive to over one in 10 (12%) of all Brits, rising to almost a quarter (22%) of Londoners, since the start of the pandemic.

Healing power of plants

This comes as Mintel research indicates there is a strong belief in the healing power of plants, as half of Brits (51%) believe plant/botanical ingredients can have medicinal benefits.

‘Five a day’ is a higher priority too, as a quarter (23%) of Brits say they are eating more fruit and vegetables since the start of the outbreak.

‘People want the world to change for the better right now and they are searching for ways to show compassion. For consumers struggling to know how to make a positive difference, cutting out animal protein may be seen as a way of tackling the climate crisis, showing compassion for nature, and boosting their own nutrient intake.


‘Even before the spread of Covid-19, we were seeing a growing interest in plant-based food and drink across global markets. It may well be that the pandemic is accelerating this trend. For example, in China, we’ve seen skyrocketing sales of the new plant-based meat options in KFC and Pizza Hut.’

ALEX BECKETT
Associate director, Mintel Food & Drink

Generation Z (aged 20 and under) and Millennials (21-40) are most likely to be keeping their fridges well-stocked with this healthy produce.

Regarding citrus fruits in particular, two-thirds (66%) of Brits believe consuming vitamin C helps support the immune system. Overall, almost two in five (37%) Brits say the Covid-19 outbreak has prompted them to add more nutrients that support the immune system to their diet.


Reducing food waste

Prompting a ‘waste not want not’ mentality, almost seven in ten (69%) Brits say the Covid-19 outbreak has encouraged them to waste less food at home.

Finally, Mintel research reveals that the virus has created a long-term interest in cooking and baking as more than half (55%) of the nation say they plan on cooking more from scratch post-Covid-19 than they did before.


‘Before the outbreak, younger people generally opted for convenient, fresh food that didn’t take long to prepare. But under lockdown, with more time at home and no restaurants or cafés open for business, long-life food has had clear advantages. It doesn’t take up precious fridge space and lasts a good while, making it suitable for quarantine-living and resulting in fewer shopping trips. It’s affordable, often nutritious, and, in the case of tinned veg or fruit, suits our rekindled fondness for cooking from scratch.’

ALEX BECKETT,
Associate director, Mintel Food & Drink

Consumer research cited in this post was carried out among 2,000 British internet users aged +16 between 23 April and 07 May.

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