Gen Z and millennials prioritize spending on healthy food over Netflix during cost-of-living crisis, Lifesum finds

Los Angeles, Ca. April 2024—New research from Lifesum, the leading global healthy eating platform, indicates that Gen Z and Millennials are leading a movement towards healthy eating amidst the current cost-of-living crisis by scaling back on non-essentials, including streaming services like Netflix. 

“In this era of escalating costs, luxuries become dispensable, but a nourishing, balanced diet does not. While entertainment and gadgets have their appeal, it's healthy food that Gen Z and Millennials prioritize in their hectic lifestyles,” said Signe Svanfeldt, lead nutritionist at Lifesum.

Healthy Eating v. Netflix

Lifesum's 2024 State of Healthy Eating and Well-being Report, which explored consumer dietary habits, revealed the sacrifices Gen Z and Millennials are willing to make for healthier eating during the cost-of-living crisis, including fashion, tech and streaming services. 

Percentage of Gen Z and Millennials who would cut back on the following to prioritize spending on healthier food: 

  • Fashion 62%
  • Tech and Gadgets 55%
  • Online Courses 37%
  • Streaming Services 36%
  • Travel 34%
  • Skincare and Beauty 30%

Lifesum noted that for Gen Z and Millennials, healthy eating has emerged as an affordable and accessible source of pleasure, particularly at a time when indulging in major experiences like travel may seem unattainable.

“Investing in health today can lead to long-term benefits, potentially reducing healthcare costs down the line,” said Signe. “As the cost-of-living crisis continues, health is becoming a significant focus and reflects a growing desire for self-care and responsible spending,” Signe added.

Healthy Eating Impacting Work Outcomes

Healthy eating has become the dominant force in the food industry. Lifesum observed that desire for well-being and nutritious food options are influencing other areas of people’s lives, for example, work - so much so that a staggering 71% of Gen Z and Millennials are prepared to quit their job tomorrow for one that better supports their well-being. 

The Rise of Functional Foods

Highlighted as a significant trend, Lifesum revealed that Gen Z and Millennials are embracing functional foods to meet their health objectives. Functional foods align perfectly with their lifestyle preferences, and are those that provide additional health benefits beyond basic nutrition, such as improving digestion, boosting immunity, or enhancing cognitive function. The report indicates that 73% are consuming these foods to boost energy levels, 61% to enhance mental well-being, and 40% to promote better sleep.

Practical, Time-Efficient Cooking

Not only are Gen Z and Millennials driving a healthy eating movement during the cost-of-living crisis, but the way they cook food is also changing. When asked what their favourite kitchen hacks for saving money were, Gen Z and Millennials emphasized methods that were practical and time-efficient:

  1. Meal prepping on Sundays 
  2. High protein options always available in the fridge
  3. Quick meal options, including stir-fries and one-pan meals 
  4. Frozen pre-cut vegetables
  5. Quick cooking methods, e.g., air-fryers to maximize their time in the kitchen
  6. Adding nutritious elements to basic dishes

The Rise of the Experience Economy

Millennials and Gen Z are leading the shift towards healthier eating habits, as they juggle increasingly hectic lifestyles and seek novel experiences through food.

Economic challenges often compel individuals to reevaluate their expenditure patterns, directing their attention towards what they perceive as essential for their overall well-being.

Lifesum's report, based on a survey of 10,000 Gen Z and Millennials, unveiled that the experience economy significantly influences individuals, with healthy eating serving as a moment of respite and escape amidst the hustle of daily life.

“Gen Z and Millennials demonstrate a genuine appetite for unique experiences in their dietary choices," Signe explained. "This is reflected in their preference for unconventional options like protein cookies made of chickpeas, savory and spicy  oat recipes like the Spicy Oatmeal with Spinach and Egg - a favourite among users on the Lifesum app - and no-bake energy bars with functional benefits like the iron-boosted Pumpkin and Chocolate bar," she added.

Media Enquiries

Signe Svanfeldt, lead nutritionist at Lifesum, is available for an interview.

Media contact: Harry Cymbler, Hot Cherry PR,


About Lifesum

Lifesum is the leading global healthy eating platform that empowers people to make smarter food choices and build sustainable eating habits, whether you want to reach a healthy weight or improve your long-term health. With a holistic approach to wellness, Lifesum helps you to understand how nutrition impacts core pillars of health, including sleep, exercise and mental well-being. Lifesum features personalized nutrition insights and guidance, recipes, meal plans, diets, and food and exercise trackers. Learn more at 


About Lifesum for Work

Lifesum for Work is the leading corporate well-being service trusted by the world’s leading organizations, including Amazon, Google, GE, and PayPal. Lifesum for Work delivers a range of wellness outcomes, including increased employee engagement, lower absenteeism and churn and higher productivity. The service empowers employees to make smarter food choices with personalized recipes, diets and meal plans, food and exercise trackers, plus inspiration and motivation at every step of the way. Learn more at