- 84% of Gen Z plan to try more free-from products in 2024
- 63% of Millennials have considered switching to a free-from diet due to the health benefits
- As Pancake Day approaches, BakeAway reports strong growth for its oat-based pancake brand OaYeah!
A recent poll of 2,000 Brits reveals staggering generational differences when it comes to alternative diets and nutrition trends. From Gen Z (age 16-24) being the most likely to try free-from products in 2024, to millennials (age 25-34) being the generation that champions the benefits of a healthy breakfast to kick-start their day.
OaYeah!, BakeAway’s latest pancake brand that launched in February 2023, embraces the fastest-growing demand for free-from products. The brand experienced strong growth in its first year on the shelves, and it’s expected that the growth will continue, as Pancake Day approaches on the 13th February.
Data from BakeAway, the UK’s leading pastry, dough and pancake brand today reveals that 79% of Gen Zers have never tried a free-from product, however an impressive 84% plan to try more free-from products, or completely switch up their lifestyle and adopt a diet comprised entirely of free-from products in 2024.
The majority of Gen Z’s (65%) say the main reason they plan to choose more free-from products in 2024, is due to diet and health benefits, however, 41% are hesitant to completely switch over due to not finding products in 2023 that hit the mark when it comes to taste and flavour.
Baby Boomers (age 55-64) on the other hand, are the most reluctant generation to completely switch to a free-from lifestyle in 2024, with only two in five (40%) willing to do so, and the main reason behind this hesitation is cited as cost.
The data further revealed that millennials are the biggest breakfast enthusiasts, with 43% believing a good breakfast sets them up for the day. Interestingly, 42% of parents with children under eighteen also believed getting set for the day is the most important reason for not skipping breakfast, with over a third (34%) saying that it is the healthiest, and most important meal of the day.
When it comes to milk preferences for breakfast and beverages, cow’s milk is the preferred choice across all three generations, with over half (55%) of Gen Z choosing cow’s milk, just less than three quarters of Millennials (57%) and a staggering 78% of Baby Boomers.
Although most Brits prefer cow’s milk over alternate options, Gen Z’s are the most likely to opt for cow’s milk alternatives, with:
23% preferring almond milk
16% preferring oat milk
11% preferring soy milk
5% preferring coconut milk
Over a quarter (26%) of Gen Z’s would ditch the dairy completely and choose a free-from product for breakfast.
In line with these findings, the 2023 launch of pancake brand, OaYeah! responded to an increasing consumer need for tasty free-from breakfast options. OaYeah! is created using an oat-based dairy alternative, Oat-no-M!lk. This oat alternative to cow’s milk makes these pancakes lactose-free and compliant with HFSS guidelines, highlighting a notable 45% decrease in both saturated fat and sugar compared to conventional options.
Less than half (49%) of Millennials consider the environmental impact of their food and beverage choices, compared to 46% of Gen Z’s and less than a quarter (22%) of Baby Boomers. The data released today also confirms that younger generations are more conscious of their environmental choices and have a higher probability of making changes to their diets that positively benefit the planet too.
BakeAway Marketing Manager, Jennie Bosson said:
“As we enter 2024, it’s great to see consumer food choices shifting to a more open-minded approach to the free-from category, with many trying alternative milks and free-from products. However, it’s important that as a nation we embrace flavours that not only nourish our cravings but make a commitment to a greener, more sustainable world.
“On fun foodie days, such as Pancake Day, those who avoid dairy have a delicious, fuss-free option with OaYeah! readymade pancakes. There’s no better time to give healthier, greener options a try than in the run up to Pancake Day.”
For more information on BakeAway’s range of brands and products, visit https://www.bakeaway.uk.com/
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