Food shopping and eating habits of young adults

Purpose The study aims to examine the food shopping and eating habits of young adults in Germany, as well as to uncover nutritional differences within the young generation via segmentation. Design/methodology/approach A nationwide, representative online survey of 1,555 consumers aged 16 to 29 within Germany was conducted. In order to determine the food shopping and eating habits, the food-related lifestyle (FRL) concept was used and supplemented with additional nutrition-related statements. Statistical analysis techniques included factor and cluster analysis. The sample of young adults was analyzed using cluster analysis, and five nutritional styles were identified. Findings The findings indicate that Generation Z (Gen Z) does not exist as a collective when it comes to food shopping and eating habits. This age group can be classified into five nutritional styles: modern traditionalists, meat lovers, uninvolved, open-minded and moderate. Each nutritional style has distinctive differences from the other nutritional styles in terms of ways of shopping, products, quality and price choices, handling of food, cooking methods and everyday nutrition. Nonetheless, there may also be resemblances with another nutritional style. Originality/value The study aims to identify and describe different nutritional styles among young adults in Germany. This insight is important for food marketers, as it can help them to align their marketing approaches and strategies with these nutritional styles. From this, practitioners can develop differentiated recommendations for food marketing and nutritional communication in order to better address the individual target groups of young consumers.