Festival-goers are increasingly opting for fresh fruit and vitamin juices over traditional fare like beer and hot dogs, according to data from the Co-op. This shift reflects a growing trend among Generation Z to maintain healthy habits, even during major music events.
Sales of grapes at festivals operated by the Co-op have increased by 38 percent compared to the previous year, while fruit pot sales have risen by 11 percent. Juices have also seen a notable surge in popularity. This data was collected from festivals including Download Festival, the Isle of Wight Festival, K Latitude Festival, Kendal Calling, and Belladrum Festival.
In anticipation of the Reading & Leeds and Creamfields festivals, the Co-op increased its stock of vitamin waters by 150 percent. Georgina Coley, festivals partnership manager at Co-op, noted that while the desire for a good time remains, festival-goers are making more balanced choices.
"Our sales data has uncovered the trend for festivalgoers making more balanced choices across the weekend, whether it's picking up fresh fruit for breakfast, grabbing a juice before heading to the main stage, or stocking up on healthy snacks for the day ahead," Coley said.
Despite the rise in demand for healthier options, staple festival items such as meal deals, sun cream, and toilet roll continue to perform well, catering to attendees planning to stay energized throughout the events.