Study: Younger Consumers Are the Most Likely to Believe Plant-Based Milk is Healthier Than Dairy

From vegconomist.com

Data published by Purdue University in the US has found that consumer beliefs about the healthfulness of certain foods are highly dependent on age.

The figures — which were collected between March 2022 and September 2025 — show that younger consumers (those aged 18-34) are the most likely to believe that plant-based milk is healthier than dairy. 46% agreed with the statement, compared to just 16% of those aged over 65. 

Furthermore, 58% of younger adults said organic food was more nutritious than non-organic, compared to 27% of over-65s. Regarding gluten-free foods, 47% of younger consumers believed they were healthier than products containing gluten, while only 20% of those aged over 65 agreed.

“Age is a strong predictor of food-related beliefs”

                                                                                                             Image: cottonbro on Pexels

Research published last year indicates that 14% of US consumers born between 1995 and 2012 identify as either vegan or vegetarian. This proportion decreases with age; only 2% of those born between 1946 and 1964 are vegetarian, while just 1% are vegan.

                                                                                                        © Purdue University

Furthermore, figures from 2023 found that Generation Z (born between 1997 and 2012) was the main driver of the US vegan market. 70% of those who identified as vegan said they would continue to pursue the diet over the next five years, while 50% said their choice was motivated by health.

“These findings suggest that age is a strong predictor of food-related beliefs, highlighting generational differences in attitudes toward health and nutrition claims,” says Purdue University.

https://vegconomist.com/studies-numbers/younger-consumers-most-likely-believe-plant-based-milk-healthier-dairy/