Brits ditch birthday celebrations because of dieting
Four out of ten have a hankering for ice cream in the summer months, and a quarter wish they could indulge more in weekend brunches.
It appears that younger individuals are more inclined to turn down invitations centred around food compared to older generations.
The research indicated that a significant number of Millennials and Gen Zers have previously passed up on social gatherings due to their devotion to healthy eating habits.
Nevertheless, seven out of ten participants said that skipping social occasions was the most challenging aspect of maintaining their diet, suggesting that a balanced diet should not mean giving up their favourite food and drinks.
The study was conducted on behalf of Arla LactoFREE, which has recently teamed up with Bompas and Parr to introduce the Sky Shakes pop-up, an endeavour to show that lactose-free options can still be delicious.
Strategic brand manager for Arla LactoFREE, Laura Butler, commented: "Wellness no longer has to mean going without."
She explained: "It's important to find food and drink options which can be enjoyed no matter what your dietary requirements are, without having to miss out on the taste and flavour.
"While it's important to many people to eat well, they also want food which feels exciting and worth sharing, which is what we hoped to deliver with the sky themed shakes made using lactose free milk and cream and crafted to be flavoursome.
"Certain foods and drinks become a part of our routine and habits, be it a tea and biscuit break or an evening snack on the sofa, it's hard to stop these altogether so it's important to find alternatives."
The study revealed that indulgent snacks are difficult to abandon due to their taste and the comfort they provide.
Regarding nutritious eating, half of those surveyed believe it involves striking a balance between what they relish and what they perceive they 'ought' to be eating.
As a result, most respondents stressed the significance of healthy options still delivering that treat-like experience. Visual appeal also matters, especially amongst younger demographics.
A staggering 52 percent of Millennials and 47 percent of Gen Z admitted they're more likely to buy food or drink simply because it appears 'Instagram worthy'.
Nevertheless, people would be more inclined to regard healthy food or drink as an indulgence rather than a burden if it delivers a luxurious taste, bursts with flavour, and offers reassurance.
Laura Butler remarked: "Finding food and drink which can be enjoyed no matter what your dietary requirements are, without having to miss out of the taste and flavour, shouldn't mean having to compromise.
"Everyone deserves to enjoy things which boost their moods and enable them to share the fun with others, from birthday meals to ice creams and milkshakes on a hot day."
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