Eating meals alone is a growing part of modern mealtimes for younger generations in the UK, with 65% eating meals alone at least a few times a week, and more than four in ten (42%) doing so more than they did three years ago.
The new research, commissioned by Mars among Gen Z and Millennials in the US and UK, found that far from being viewed as lonely, solo meals are seen to be a positive part of everyday life. The occasion is increasingly shaped around people’s own routines, preferences and time to themselves with 46% describing eating meals alone as relaxing and 33% describing it as comforting.
However, this new research also found that what people put on the plate doesn’t always match their aspirations for the occasion. Only 19% currently describe their solo meals as healthy, and while 71% of UK Gen Z and Millennials say they know fibre is important to their health, just 25% prioritise it when eating meals alone and more than half (51%) believe they probably do not get enough fibre in their diet.
Commenting on the findings, Karina Zimerfeld, Global VP R&D at Mars Food & Nutrition, said: “We see that solo meals are becoming increasingly important to people as they see it as a chance to relax and unwind. But the food itself doesn’t always live up to this idea of self-care. Fibre is a great example: it plays an important role in health, and people recognise that it matters, but when preparing and eating a quick meal, it can feel hard to include the right amount and variety of fibre.
As an industry, we need to ensure we are developing food products that bring together great taste and convenience, while delivering key nutrients like fibre through the inclusion of more wholegrains, legumes and vegetables. If we can get that balance of taste, health and convenience right, no one should have to make a trade-off when it comes to eating better meals.”
The realities of busy lives can make preparing healthier meals harder to achieve. More than half (56%) of UK respondents say eating healthily when cooking or eating meals for one feels harder than it should.
Yet people are clear that they want healthier, convenient meal options. Seven in ten (70%) say they would be more likely to choose healthier solo meals if they were quick and low effort, while 61% would like easier ways to get more fibre into their diet and the meals they prepare.
The research released today builds upon Mars Food & Nutrition’s Making Meals Matter platform and reflects its commitment to helping more people enjoy fulfilling, nutritious and delicious meals, whether people are eating with family, friends or on their own.
These findings come as fibre is increasingly in the spotlight, from conversations around gut health to the rise of ‘fibremaxxing’ on social media. 44% of UK Gen Z say they trust social media for solo-meal inspiration.
The NHS recommends that adults consume 30g of fibre a day as part of a healthy, balanced diet, yet says most adults in the UK consume only around 20g.
Commenting on the implications of the research for the food industry, Shaid Shah, global president at Mars Food & Nutrition, said: “The way people eat is changing – while shared mealtimes are still important, solo meals are now an established and growing part of everyday life. That creates both a responsibility and an opportunity for our industry.
It’s clear that consumers want convenience, delicious taste, and nutrition to work together. For food businesses and retailers, the opportunity is to make these needs easier to navigate through innovations designed around how people actually eat meals today.”
Mars Food & Nutrition is shaping its product innovations to cater to these evolving needs and growing demand for meal options that are convenient, perfect for solo meal occasions and also healthy. This includes innovations that are a source of fibre like Ben’s Original™ Lunch Bowls and Ben’s Original™ Plant Powered.
These products are underpinned by the Mars Food & Nutrition Criteria which were first introduced in 2015 and are grounded in globally recognized dietary recommendations. They guide how Mars Food & Nutrition innovate and improve products, including adding more whole foods, like vegetables, fruits, legumes and wholegrains, while limiting added sugars, sodium and saturated fats. Since 2021, Mars Food & Nutrition has delivered a 73% increase of fibre across its global portfolio.
