A rising trend in the Netherlands shows that Gen Z consumers face challenges in aligning their health-conscious intentions with the demands of a fast-paced lifestyle. Research commissioned by Dutch vegetable and legume producer HAK indicates that individuals aged 16 to 27 are increasingly opting for convenience foods, often sacrificing nutritional value in the process. The study highlights a significant gap between aspiration and behaviour, with time constraints identified as the primary obstacle to preparing healthy meals.
The survey reveals that 70% of Dutch Gen Zers do not cook daily, despite a strong interest in healthy eating. Many resort to quick solutions like instant noodles or pre-baked pizza, compromising their nutritional objectives. Almost half reported choosing fast, nutritionally inadequate meals at least four times a week. Only 33% prepare their own lunch daily, and even fewer — just 30% — regularly cook dinner, reflecting a shift away from traditional meal schedules.
When it comes to eating habits, speed and satisfaction top the list for Dutch Gen Z. Seventy-one per cent prioritise filling meals, with half emphasising portability. These preferences are reshaping food manufacturers’ strategies, as health becomes a lesser priority under time pressure. Although 60% of respondents would prefer healthier options if they were more accessible, 54% acknowledge that nutritional value diminishes in importance when time is limited.
HAK’s research underscores a pressing challenge for Dutch food manufacturers: facilitating healthy eating for a generation constantly on the move. Kyra Zonderop, marketing manager at HAK, notes that Gen Z’s flexible eating patterns — snacking throughout the day rather than structured meals — increase their propensity to choose less nutritious options. “We’re seeing that life is getting busier and busier, and young people are eating less at fixed times, but whenever they feel comfortable,” Zonderop explains. “The downside is that they’re more likely to reach for less nutritious options. Research shows that six in ten young people would eat healthier if it were faster and easier.”
This insight is propelling HAK’s innovation strategy. The company is focused on developing products that marry convenience with nutritional integrity, aiming to counteract the decline in vegetable and legume consumption in the Netherlands. According to GroentenFruitHuis, the intake of these essential food groups is not only insufficient but slightly decreasing.
To combat this trend, HAK is launching new products designed for time-pressed consumers. Its Easy Eats meal range, debuting this week, is tailored to Gen Z’s lifestyle: quick to prepare, rich in vegetables and legumes, and adaptable to flexible eating occasions. These ready-to-heat meals are part of a broader initiative to demonstrate that convenience and health can coexist.
