Online retailer Ocado has shared the findings of a study looking at changing diets, finding that young consumers are prioritising longevity when shopping for food.

The study found that 64% of consumers aged 16-34 were prioritising longevity, the highest of any age group, which Ocado said suggested that a balanced diet now goes “beyond just current wellbeing”. 

More than two thirds (68%) of Gen Z and Millennial shoppers stated that they understand which nutrients are most important for long-term health, signalling a more considered, preventative approach to wellbeing, with 69% see eating and drinking specifically for longevity as distinct to a general healthy diet.

Ocado claimed that the growing awareness of longevity among younger shoppers has likely been spurred on by their increased presence online. Over half (58%) of Gen Z and millennials say they have encountered information about longevity through social platforms or online sources.

“It’s less about chasing short-term diet trends – and more about investing in wellbeing through everyday choices.”

Looking at purchasing trends, Ocado saw a 187% year-on-year increase in sales of fibre-rich meals, as well as “significant growth” in gut-health products – for example, kefir sales have risen 42% year-on-year.

Protein also remains a top priority for consumers, with Ocado data reporting year-on-year sales growth of 91% across its high-protein ready meal range. At the same time, searches for ‘brain food’ and ‘brain health’ were up 86% and 97% respectively year-on-year.

Charlie Parker, senior nutritionist at Ocado Retail, said: “We are seeing that our customers – particularly younger consumers – are thinking about health in a long-term way. It’s less about chasing short-term diet trends – and more about investing in wellbeing through everyday choices. We’re meeting customer demand to support them to feel better for longer and catering to different lifestyles, routines, and personal health priorities with a range of products to choose from.”