Promoting food education, offering healthy, sustainable choices, and engaging young people to improve health and well-being
Generation Z, born between the mid-90s and 2010, is redefining the relationship between food and well-being. With a growing focus on mental and physical health, young people are embracing a more informed approach to nutrition. Food choices are no longer just about flavour, but also personal well-being and respect for the environment. According to an Ipsos study for the Cirfood District Observatory, young people from Gen Z prefer simple Italian foods, with a strong focus on sustainability. They show a growing awareness not just for social and environmental issues, but also for the link between food and food education. The latter plays a crucial role: understanding the importance of a balanced diet and its impact on your health, especially for adolescents, is increasingly becoming a priority issue.
In Italy, about 4 million people suffer from eating disorders, with an increase of 30% during the COVID-19 pandemic, particularly among the youngest bracket. According to the Istituto Superiore di Sanità (Italian National Institute of Health), 90% of cases involve women and only 10% are men. 59% of subjects were aged between 13 and 25, while 6% were under 12 years old. These cases seem to be correlated to an increase in social isolation, changes to daily routines, phobic-anxious behaviour linked to fear of infection and greater exposure to social media. A recent study by the Piepoli Institute commissioned by Cso Italy, Assomela, Aci and Fruitimprese revealed that 47% of young people would like to improve their diet. This is where fruit and vegetables come into play, which are considered healthy (for over 70% of young people), suitable for everyone (over 60%), but not very trendy (22%). In fact, one young person in two mainly chooses to eat fruit and vegetables because they find them delicious and good for their health, while family habits, role models such as endorsements, coaches and experts, and the school environment all have a big role to play in this decision. (Source: My fruit.it)
When it comes to the consumer habits and tastes of Gen Z, many players in the agri-food sector should bear in mind new trends and cater to new interests in terms of nutrition. Romagnoli F.lli firmly believes in the inextricable link between a healthy, sustainable diet, based on high-quality fruit and vegetables that taste great, and people’s well-being. èVita Residue-Free yellow potatoes are an example of this combination. The result of a long research and development process into varieties and sustainable agronomic protocols that require the use of plant protection products which leave no residues on crops, èVita Residue-Free potatoes are grown in the best areas by Italian farms committed to environmental sustainability.
Romagnoli also believes in the added value that can come from clear, transparent and appealing communication: it is important to show how fruit and vegetables embody the values and characteristics that consumers want right now: flavour, quality, source and environmental sustainability.
Image: Canva
