New research conducted by Barclays in the United Kingdom found that today’s college students (Generation Z) are overwhelmingly more likely to consume plant-based foods than their older counterparts (Generation X). When compared to Generation X—or people who were roughly born in the 1970s and were of college age in 1980s—the report identified that Generation Z is consuming 266 percent more avocados, 667 percent more coconut oil, 166 percent more quinoa, 189 percent more sweet potatoes, and 550 percent more vegan milk. Barclays found that Generation Z also smokes 43 percent less, consumes 26 percent less coffee, and drinks 33 percent less alcohol than their older counterparts. Earlier this year, a study compiled by research firm Technavio identified Generation Y (or “Millennials”)—Generation Z’s predecessors—as the driving force behind the launch of new vegan packaged foods, predicted to continue to grow by 11 percent per year until 2020.
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