Millennials, or Generation Y, were known for their love of avocados, but their younger counterparts appear to be even more obsessed with the en vogue fruit.
According to a study by Barclays, Generation Z – the generation after Millennials – are buying and consuming 266% more avocados than their predecessors.
The study, which compared the spending habits of Generation Y with Generation Z – those born in the 1970s, showed that a typical shopping basket for today’s students is radically different, with baked beans and beer being swapped for avocados, coconut oil (up 667%) and kale (up 80%).
Students are now more likely to go for a clean and healthy lifestyle with the study reporting a 33% fall in weekly drinking and 46% fall in smoking.
The student love affair with avocado does vary by region though. The smashable fruit is most beloved in Cambridge, where 42% of students pick it up on a weekly basis, ahead of Oxford (34%) and St Albans (33%). By contrast, less than one in five (18%) students in Peterborough snap one up each week.
The clean-living of today’s students is reflected in how they spend their time away from their studies too according to the Barclays research. It found that Generation Z is more than twice as likely to hit the gym, while those enjoying a regular run is up by a third.
In addition, only 44% pop to the pub on a regular basis, compared to 66% of Generation X, while only a quarter are likely to spark up, in contrast to almost half of 90s students who were smokers.
CHANGES IN FOOD HABITS
Fresh Artisan Bread
Whole Wheat Pasta
The growing popularity of avocados has coincided with global supplies falling short. Last month Tesco announced it would be selling small, egg-sized avocados in order to meet demand, following poor harvests in key avocado-producing nations like Peru and South Africa.
Not everyone is a fan though. Australian real estate mogul Tim Gurner hit out at young people earlier this year for blowing their cash on avocado on toast rather than focusing on buying a first property.