Avocado’s popularity facing an age divide
It’s one of the most high-profile foods today: spread on toast and sold at inflated prices in trendy cafés; endlessly Instagrammed; used to make beer and even a vessel for a latte.
The avocado is so sought-after there are now shortages, its price doubling in the year to May 2017. Lauded for its many health benefits, it is also one of the symbols of the ‘clean eating’ movement.
But a new report has thrown up a surprising statistic: only 16 per cent of over-40s in Britain have eaten one. While millennials are firm fans of the soft green fruit, it seems older generations are less smitten.
A report by Westfield, How We Shop: The Food Edit, has revealed that while 32 per cent of 18 to 29 year-olds have tried avocado, only half that percentage of over-40s have experienced it.
The nationwide study, which questioned 2,000 people between the ages of 18 and 59, brings to light some of the food habits dividing the generations. The figures reveal that those between 18 and 29 are much more willing to try new foods. As younger generations travel more, and come into contact with new produce, they are increasingly willing to experiment.
Often those are brought back home (insects look set to pop up in supermarkets and restaurant menus across the country).
Critters are becoming more popular, with the report showing that 21pc of 18-29 year-olds have tried insects, which are seen as a high-protein, environmentally-friendly food — if slightly unappetising to some.
The percentage of 30-39 year-olds who have tasted bugs remains relatively similar at 19pc. But there is a significant drop among over-40s, with only 8 per cent daring.
The same goes for acai bowls, made from the Brazilian super berry. While 22 per cent of 18-29 yearolds have tasted the dish, only 8pc of over-40s have indulged.
“Food-venturous” and health-conscious millennials like nothing better than to tuck into some spicy kimchi or a cauliflower-based pizza base, and a whopping 58 per cent of under-30s questioned now opt for non-dairy milk alternatives.
Unsurprisingly, younger people are also more likely to check their phones at the dinner table, with a third of 18-29 year-olds admitting to the impolite habit. There is a clear divide on the other side of the table, however, as 66 per cent long for dining partners to put down their devices.
Many use Instagram and other social media to share meals with followers, whether home-cooked or from a restaurant. But karma sometimes bites, with an astonishing 18pc of under 30s having dropped their phone into food.
Westfield’s chief marketing officer Myf Ryan said: “The way we eat, cook, dine out and shop is changing at speed, and it’s clear that the millennial generation is making big changes to our relationship with food, from recipe delivery boxes to pop-up avocado bars to apps that let you order without queuing.”
Interestingly, millennials in Britain are eschewing ‘traditional’ foreign cuisines and prefer to eat different modern imports. Over 40s tend to stick to Indian, Chinese or traditional British restaurants when eating out. Those in their 30s opt for Greek, Turkish and Vietnamese, while the under-30s prefer Italian, American or Mexican.
Of 32 million meals eaten out per week, a quarter are taken alone. Under-40s, and Londoners are particularly happy to go solo. Whether that’s due to time constraints, the rise of the digital companion or a growing individualism is open to debate, but what was once taboo is now the norm.
And while it is often resented by food critics, it seems most of us don’t mind waiting for a table. A mere 1pc of those surveyed said they would not attend a restaurant that doesn’t take bookings, and only one in 10 would give up after waiting 10 minutes.