One in three Gen Z skipping meals because of food costs

Gen Z are being forced to go hungry as food costs soar, with almost one in three skipping meals or eating less – nearly three times the rate of 35–44-year-olds according to research from the cashback app Tuck.

The study of 3,291 UK consumers found that 33% of Gen Z shoppers have started skipping meals or eating less because of rising food costs, equivalent to around 1.8 million young people* across the UK cutting back on food.

That compares with just 11% of 35–44-year-olds and 19% of consumers overall, highlighting the disproportionate pressure rising grocery costs are putting on younger adults.

The research shows that rising grocery prices are forcing Gen Z to make significant changes to their everyday spending. On average, Gen Z shoppers are now spending £84 a week on groceries – £24 more than a year ago.

More than eight in ten Gen Z shoppers (83%) say rising food costs have forced them to change how they shop, compared with 76% of consumers overall.

And while cutting back on treats might sound like a relatively small sacrifice, the scale of the change among Gen Z is striking; 95.4% say they are buying fewer treats and snacks, compared with 61% overall.

Gen Z are also much more likely to think twice before spending. More than two-thirds (68%) say they are avoiding spontaneous purchases, compared with 52% overall, while 66% have switched to own-brand or basic-range products.

The pressure is also changing how younger adults shop for their weekly essentials. More than half (58%) are shopping around multiple supermarkets or have switched where they shop, while 48% have started planning their meals.

The figures suggest that Gen Z are not simply cutting back on luxuries – they are changing their behaviour to make sure their money stretches further, with some making the much more serious decision to reduce how much they eat.

Gen Z are also making changes to what they buy. Four in ten (40%) say they are buying less alcohol, while 30% have cut down on meat or gone vegetarian.

Neel Thakrar, CEO of Tuck said “The figures show just how significant the pressure of rising grocery costs is for younger adults. Gen Z are making changes across almost every part of their food shopping, from buying fewer treats and switching to cheaper products to avoiding spontaneous purchases and shopping around for the best prices.

“But the most concerning finding is that almost one in three Gen Z consumers are now saying they are skipping meals or eating less because of rising food costs. With the average Gen Z weekly shop now costing £84 – £24 more than a year ago – younger consumers are clearly feeling the squeeze and having to make increasingly difficult choices to make their money go further.”

The research also shows that consumers are increasingly looking for ways to reduce the cost of their everyday spending. Overall, 68% say they have started using discounts or money-off deals when shopping.”