MORE than a third of adults endure foods they don’t like purely for the nutritional benefits.
Research, of 2,000 adults, revealed Gen Z were most likely to drink green smoothies, chug down raw eggs – and are the most focused generation – when it comes boosting protein intake.
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But they are also the generation most unclear on exactly what makes up a balanced diet (40 per cent) and have poor nutritional knowledge (19 per cent).
Despite this, 64 per cent follow what they see on social media as their guide to what is healthiest for them.
With the average Gen Z not enjoying 23 per cent of their meals because they prioritise what is good for them over taste.
But those aged 65 and over were most likely to put their food enjoyment first – and focus on what’s in it least.
Warburtons protein range, which commissioned the research has teamed up with 2023’s sport personality of the year, Mary Earps MBE to demystify protein and shout about how easy it is to hit protein goals.
Mary said: “People spend so much time and effort trying to consume as much protein as possible without prioritising taste.
“For me, it’s a no brainer; if I had the choice between eating raw eggs or a protein packed bagel, I know which one I’d choose for lunch.
“It’s important to have a balanced diet to fuel the body and achieve as much as possible – physically and mentally – but it should never come at the expense of personal enjoyment.
“Properly feeding yourself doesn’t have to be complicated, it can be quick and delicious, so you can put those hours that would have been spent overcomplicating your diet to keeping those balls out the net instead.”
The study also found 18 per cent don’t like protein shakes, with a quarter of those claiming they feel disgusted when drinking one, while 11 per cent said it feels like a chore.
And 45 per cent find protein generally confusing as there are too many different health claims (38 per cent) or conflicting information on how much to consume (33 per cent).
It emerged 61 per cent of 55-64-year-olds are most clear on what makes up a balanced diet.
And a quarter of them would rate their knowledge on nutrition as either good or excellent.
But 27 per cent of all adults admitted to following diet trends in the past, with 37 per cent regretting it afterwards.
Of those who took part in the study, via OnePoll.com, the younger generation were also most guilty of eating a meal to seem like they’re healthy in front of others, even though they didn’t really like it.
Jonathan Warburton, from the bread making company, said, “The research shows people think boosting things like protein comes at the expense of taste, and that absolutely doesn’t need to be the case.
“We want people to meet their goals without having to sacrifice some of life’s delicious pleasures, which is why it’s important to pick delicious, easy and quick food to fuel up and feel good.
“We’re thrilled to have Mary Earps as our new protein ambassador. We know she’ll help inspire others to rise to their best with our tasty protein-packed products.”
