While anti-ageing and longevity are topics usually associated with those in the latter stages of life, new research has revealed that young Britons are changing their diets specifically with old age in mind.
A new study by Ocado Retail found that 64% of consumers aged 16-34 are prioritising longevity as part of their food shop, the highest of any age group, suggesting that a balanced diet now goes beyond just current wellbeing.
More than two thirds (68%) of Gen Z and Millennial shoppers say they understand which nutrients are most important for long-term health, signalling a more considered, preventative approach to wellbeing and 69% see eating and drinking specifically for longevity as distinct to a general healthy diet.
The increased focus on anti-ageing is manifesting itself across a variety of trends and habits. Ocado has seen a 187% year-on-year increase in sales of fibre-rich meals, as well as significant growth in gut-health products. Kefir sales have risen 42% year-on-year, while kombucha is also seeing strong performance, with standout brands including Lazy Moon (+173%), One Living (+348%) and Hip Pop (+95%).
Demand for high-protein options also continues to accelerate, with Ocado data reporting year-on-year sales growth of 91% across its high-protein ready meal range. This trend is mirrored in the success of products including M&S high protein bang bang chicken (+45%) and M&S high protein cod, scallop & prawn linguine (+389% YoY).
Meanwhile, searches on Ocado.com for ‘brain food’ and ‘brain health’ are up 86% and 97% respectively year-on-year.
The growing awareness of longevity among younger shoppers has likely been spurred on by their increased presence online. Over half (58%) of Gen Z and millennials say they have encountered information about longevity through social platforms or online sources.
Charlie Parker, senior nutritionist at Ocado Retail, said: We are seeing that our customers – particularly younger consumers – are thinking about health in a long-term way. It’s less about chasing short-term diet trends – and more about investing in wellbeing through everyday choices. We’re meeting customer demand to support them to feel better for longer and catering to different lifestyles, routines, and personal health priorities with a range of products to choose from.”
Longevity is no longer a niche wellness concept. Instead, it reflects a growing belief that long-term health can be shaped through practical, everyday purchasing decisions. Taken together, these trends highlight a shift towards more preventative, long-term approaches to health.
