Dutch Gen Z prioritises convenience over nutrition

In the Netherlands, a growing number of Gen Z consumers are struggling to reconcile their desire for healthy eating with the realities of a fast-paced lifestyle.

According to new research commissioned by Dutch vegetable and legume producer HAK, young adults aged 16 to 27 are increasingly opting for convenience foods — often at the expense of nutrition. The findings reveal a clear tension between intention and behaviour, with time constraints emerging as the dominant barrier to healthy meal preparation.

The study shows that 70% of Dutch Gen Zers do not cook daily, despite expressing a strong interest in eating healthily. Instead, many turn to quick fixes like instant noodles or pre-baked pizza, undermining their nutritional goals. Nearly half of respondents reported choosing fast, often less nutritious meals at least four times a week.

Only 33% prepare their own lunch daily, and even fewer — just 30% — cook dinner regularly. This shift away from traditional mealtimes reflects broader changes in eating habits, with many young people preferring to eat when hungry rather than adhering to fixed schedules.

For Dutch Gen Z, the top priorities when hunger strikes are speed and satiety. Seventy-one per cent say a meal must be filling, and half emphasise the importance of portability. These preferences are reshaping how food manufacturers approach product development, especially as health drops down the list of priorities under time pressure. While 60% of respondents say they would eat healthier if it were easier, 54% admit that nutritional value becomes less important when they’re short on time.

HAK’s research underscores a critical challenge for Dutch food manufacturers: how to make healthy eating effortless for a generation that’s constantly on the move.

Kyra Zonderop, marketing manager at HAK, notes that Gen Z’s flexible eating patterns — snacking throughout the day rather than sitting down for structured meals — make them more susceptible to reaching for less nutritious options. “We’re seeing that life is getting busier and busier, and young people are eating less at fixed times, but whenever they feel comfortable,” Zonderop explains. “The downside is that they’re more likely to reach for less nutritious options. Research shows that six in ten young people would eat healthier if it were faster and easier.”

This insight is driving HAK’s innovation strategy. The company is investing in product development that combines convenience with nutritional integrity, aiming to reverse the trend of declining vegetable and legume consumption in the Netherlands.

According to GroentenFruitHuis, Dutch intake of these core food groups is not only insufficient but slightly decreasing.

To address this, HAK is rolling out new offerings designed specifically for time-pressed consumers. Its Easy Eats meal range, launching this week, is tailored to Gen Z’s lifestyle: quick to prepare, packed with vegetables and legumes, and suitable for flexible eating occasions. These ready-to-heat meals are part of a broader effort to prove that convenience and health can coexist on the same plate.

For Dutch food and drink manufacturers, the implications are clear.  The opportunity lies not just in product innovation, but in reframing healthy eating as accessible, adaptable, and relevant to a generation that values autonomy and ease.