Eating well is a pleasure for one in two kids, made in Italy is a value for 41%, while 47% would like to learn to eat better than they are doing. And this is where fruit and vegetables come into play: 42% between 14 and 20 years of age and almost half of the older ones (20-26 years) declare that they eat fruit regularly, almost every day, while it has less appeal vegetables which drops to 34% in very young people. A positive and healthy image for these products for over 70%, suitable for everyone (over 60%), but not very trendy (22%). The lever of communication can play a great role in this. This is what emerges from research by the Institute commissioned by Cso Italy, Assomela, Aci and Fruitimprese to quantify young people's consumption but also to target the communication of fruit and vegetables.
On the one hand the young person seeks a correct and balanced eating style, on the other he allows himself moments in which he abandons himself to food as a pleasure; this while the share of raw foodists, vegans and vegetarians among young people aged between 14 and 20 is growing.
When choosing consumption, one young person in two eats fruit and vegetables because they are good and good for you and what matters a lot are family habits, reference models (testimonials, coaches, experts) and school). What disaffections the sample is the difficulty in managing consumption, but also prices (20% have reduced fruit). In the idea of young people themselves, an effective promotion of the consumption of fruit and vegetables could start from the use of authoritative testimonials: athletes, influencers, entertainment personalities, through the means of communication most appreciated by GenZ which is that of social media, with a light, funny, lightening up.
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