Young shoppers are now prioritising longevity as part of their diets according to the latest research from Ocado Retail.

The study found that 64 per cent of consumers between the ages of 16 and 34 are thinking of a long-term balanced diet when going through their food shop.

Over two-thirds (68 per cent) of Gen Z and Millennial shoppers said they understand which nutrients are most important for long-term health, which shows a shift towards a more preventative approach to wellbeing.

Additionally, 69 per cent view eating and drinking specifically for longevity as important to a general healthy diet.

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.”

Ocado has experienced a 187 per cent year-on-year surge in sales of fibre-rich meals as well as significant growth in gut-health products.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Kefir sales have increased by 42 per cent on a yearly basis, while kombucha has experienced a surge in sales.

There have been standout brands, including Lazy Moon, One Living and Hip Pop, whose sales have risen by 173 per cent, 348 per cent and 95 per cent, respectively.

The demand for high-protein options also continues to increase, with data showing yearly sales growth of 91 per cent across the high-protein ready meal range.

M&S private-label products, including high-protein bang bang chicken and protein cod, scallop and prawn linguine, experienced a 45 per cent and 389 per cent increase, respectively.

Social media has also pushed the consumer shift forward, with over half (58 per cent) of Gen Z millennials stating they have encountered information about longevity through social platforms or online sources.