Healthy Food Feels Expensive, Gen Z Reveals; Women Most Affected by Obesity, Study Finds

A recent study on the eating habits of Indian youth has revealed a concerning trend. According to research conducted by the Indian Council of Medical Research (ICMR), one in three Gen Z individuals (born between 1997 and 2012) avoids healthy food because they consider it too expensive.

Healthy Food Remains Costly

The nationwide survey, which included around 1.43 lakh young participants, showed that 30.7% of respondents feel that healthy food is unaffordable. Around 10% mentioned that healthy options are not easily available in their vicinity. Interestingly, 15% of youth said they find healthy food unappetizing.

Advertising Shapes Food Choices

The study also highlighted the significant influence of media on youth eating patterns. Nearly 67.6% of participants admitted that food advertisements on television, mobile apps, and social media heavily influence their choices, often leading them toward junk food.

Obesity Concerns Higher Among Women

The report also sheds light on obesity trends in India. According to the National Family Health Survey-5, 24% of Indian women and 23% of men struggle with overweight or obesity. Among the 15–49 age group, 6.4% of women and 4% of men are classified as obese. Alarmingly, the percentage of children under five who are overweight has risen to 3.4%, compared to NFHS-4 data.

Beyond Advice: Making Healthy Food Accessible

Dr. Tina Rawal, lead author of the study published in the BMC Nutrition Journal, emphasized that mere advice is not enough. Experts suggest that promoting healthier eating among youth requires food that is affordable, tasty, easily available, and appealing. Additionally, simplifying food labeling, regulating advertisements, and creating healthier school and college environments are essential steps to curb the growing trend of junk and ultra-processed food consumption.