The study reported that only 50% of Gen Z in the UK had even heard of the WHO guidelines, significantly trailing behind France (62 per cent) and Belgium (63 per cent).
The main reasons for not eating 400g of fruit and vegetables every day were a lack of inspiration for meal preparation (43 per cent) and lack of time (39 per cent).
Price was also seen as also a huge barrier for Gen Z, research found, with over two-fifths (42 per cent) saying that cost was the main reason for not choosing a healthy meal for lunch.
When asked what would make them swap a non-salad-based lunch for a lunch salad, 49 per cent stated better pricing.
Overall, 94 per cent said they would buy more fruit and vegetables if it was cheaper and would choose it more often if it was easier to access.
Some 63 per cent believed a higher tax on junk food would encourage them to make more healthy food choices, while 92 per cent agreed that zero tax on fruit and vegetables would encourage them to make more healthy food choices.
In addition, 95 per cent believed that providing free fruit and vegetables in school from an early age would encourage healthier eating habits.
The Vegocracy Report 2025 is based on an international survey consisting of 12,000 interviews with men and women aged 18-65 across seven countries – Belgium, Finland, France, Germany, Sweden, the UK and the US – conducted between November 2024 and January 2025.
