Millennials and Gen Z are increasingly ditching unhealthy foods and opting for organic produce, according to a new study.
Non-organic pre-packaged foods have long dominated UK supermarket aisles, with many shoppers opting for frozen snacks, tinned goods and ready meals to feed themselves.
It’s a way of life that younger generations are reportedly rejecting and opting instead for organic products in the hopes of improving their health and happiness, as well as helping the environment.
Despite skyrocketing food bills, research by Soil Association Certification found that almost half of 25-34 year-olds in the UK are happier buying organic food because they believe they are having a positive impact on the environment.
In addition, researchers found that almost a quarter of all Britons feel healthier and happier when they choose sustainable options, such as organic foods.
A new study by Soil Association Certification found that nearly half of people aged 25-34 feel happier when buying organic food, including TikTok content creator Donna Bartoli (pictured)
The findings are backed up by a YouGov survey from August which found that 41 percent of adults said environmental sustainability impacts their food purchases to a considerable extent.
After surveying more than 2,000 UK adults, Soil Association researchers found that younger generations, particularly those aged 18 to 34, are leading the charge.
More than 20 percent of people aged 25 to 34 see factors such as health benefits, sustainability and reduced packaging as essential, rather than optional extras or “nice to haves”, compared with just 9 percent of people aged 65 and over.
While standards vary around the world, organic foods contain fewer pesticides, artificial additives and preservatives, and are produced using fewer antibiotics and without genetically modified ingredients.
Niamh Noone, senior organic advisor at Soil Association Certification, said: ‘It’s brilliant to see a growing commitment among younger generations to choosing organic, both for their health and the planet.
‘Organic options play an increasingly important role in helping people live healthier, more sustainable lives.’
The organic market has seen 12 years of steady growth, with two per cent growth expected in 2023 and ending the year at £3.2bn, according to the Soil Association.
The topic of whether organic foods are better for your health is hotly debated. While some argue that they include more natural antioxidants that help fight inflammation in the body, others claim there is no evidence to show that organic foods are healthier than conventionally grown options.
Jade Carlyle (pictured), from London, said she gets “most excited” when browsing the aisles of organic and health food stores.
Content creator Anna Wilson from Aberdeen showed off her “organic food haul” (pictured) to her TikTok followers
The movement has gained a huge following on TikTok, with millennials and Gen Zers eager to show off their weekly grocery hauls packed with organic produce.
UK Health & Wellness Influencer Mrs. Bartolo revealed her weekly haul before asking her followers: ‘What’s in your basket this week?’
She said: ‘I eat a wholefoods, anti-inflammatory, sugar-free diet. I did my shopping at Sainsbury’s this week.’
“They actually have a really good organic food section,” she said before listing her purchases, including organic carrots, cucumbers and celery, but added: “Sainsburys really needs to address the issue of plastic packaging.
She also purchased additional items such as kefir, wild North Atlantic salmon, organic beans and couscous.
Viewers took to the comments section to share their thoughts. One said: “I love this content” and another added that the food store “looks delicious.”
Meanwhile, the influencer Anna Wilson An Aberdeen woman showed off her “organic food haul” on TikTok, filled with organic fruit and vegetables.
Emma Robles (pictured) from California revealed the foods she would “never stop buying organic”
A TikTok creator who goes by the name Tonic Health (pictured) and has over 300,000 followers shared the items she would buy organic.
On the other hand, content creator Jade Carlyle from London, recorded She herself was visiting a health food store and asked her followers: ‘Where are my girls that get the most excited about organic food stores?’
She added in the caption: “Seriously, the excitement I feel is unmatched.”
She wasn’t alone, viewers said: “It’s 100 percent me. I’m a nutrition nerd and have been trying to avoid harmful ingredients in food for over 15 years” and “I could spend hours on it.”
Emma Robles from California also shared a clip on TikTok about organic foods, saying, “I know that buying everything organic is really hard financially, so here are some things I always buy organic.” Her list included chickpeas, hummus, strawberries, celery, oats, and more.
Food health TikTok The content creator who goes by the name Tonic Health and has over 300,000 followers on the platform also explained the non-negotiables that shoppers should buy organic, including strawberries.
He also explained the reasons why he believes shoppers may avoid buying organic produce alongside other products, such as avocados; the content creator argued that the fruit’s thick peel protects the inside from pesticides.
This comes after Professor Tim Spector, from King’s College London, admitted he once thought organic labels – which indicate products are made without pesticides or other additives – were little more than a clever marketing ploy.
A major review of 200 studies in 2012 found that organic foods offered no additional nutritional benefit.
However, Professor Spector, author of three books on nutrition and co-founder of health and diet company Zoe, said this was not the whole story and he has since changed his mind.
She pointed to a 2014 study in The British Journal of Nutrition, which found that organic produce contained more polyphenols than non-organic versions.
Polyphenols are a type of natural antioxidant that helps fight inflammation in the body, which is linked to various health problems.
Speaking on the Zoe Science and Nutrition podcast, Professor Spector explained that polyphenols are substances that naturally protect the plant against insects and environmental conditions.
And because non-organic fruits and vegetables may rely on growers to protect them with chemicals like pesticides, they don’t produce as many polyphenols.
“It turns out that organic ones raised in our traditional way have more,” he said.
‘All our foods have been prepared to grow, have size and look good.
“But when you look at the details, you’re actually getting less of the things you need.”
Speaking to Zoe CEO Jonathan Wolf, Professor Spector acknowledged that levels of additives such as pesticides and herbicides in food are monitored to ensure they do not directly cause cancer.
But he said whether the substances can more subtly harm our health over time is a different question.
Professor Spector explained that there are minimal human studies that consider the long-term damage these chemicals can cause to the body.
But these few studies have only tenuously linked them to serious health problems such as cancer, infertility and ADHD, although these relationships are far from proven.
Mr Wolf noted that buying organic produce can be “very expensive” and not everyone has the luxury of being able to afford it.
However, Professor Spector said that choosing organic foods does not have to be expensive and there are more affordable ways to incorporate organic foods into the diet.
She said people can opt for some organic foods at their regular grocery store or get canned and frozen organic foods as a cheaper alternative as they do not spoil as quickly as fresh foods.
Professor Spector also said that the one thing he personally would not stop doing would be buying organic tomatoes, as he eats them every day.
Breakfast cereals containing oats should be avoided at all costs, he said, because of high levels of chemical additives.
He said oats are often grown in humid countries and sprayed with artificial chemicals such as glyphosate before being harvested for drying.
“And because they are wet, they absorb all that glyphosate, so their levels are five to ten times higher than in many other cereals,” he added.
Professor Spector added that there are also ways to make non-organic foods a little better for you at home.
“Washing helps, but it doesn’t reduce the levels anywhere near organic levels,” he said.
Instead, she advised peeling produce or adding baking soda to remove potentially harmful additives.
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