Nearly half of Gen Z and millennial Americans who eat meals alone say they are doing so more often than three years ago, but new research commissioned by Mars found fiber often takes a back seat when people prepare solo meals.
The research, conducted among Gen Z and millennials in the United States and United Kingdom, found 48% of U.S. respondents who eat alone said they are doing so more frequently than three years ago.
For many, eating alone was associated with positive experiences. Fifty-six percent of U.S. respondents described solo meals as relaxing, 42% called them comforting and 30% considered them an act of self-care. Just 16% described eating alone as lonely.
Among U.S. Gen Z respondents, 45% said one reason they eat alone is because they enjoy having time to themselves.
The research also found a gap between respondents’ views on the importance of dietary fiber and whether they prioritize it. While 66% said they know fiber is important to their health, just 23% said they prioritize it when eating alone. More than half, 52%, said they believe they probably do not consume enough fiber.
“We see that solo meals are becoming increasingly important to people as they see it as a chance to relax and unwind. But the food itself doesn’t always live up to this idea of self-care. Fiber is a great example: it plays an important role in health, and people recognize that it matters, but when preparing and eating a quick meal, it can feel hard to include the right amount and variety of fiber.
As an industry, we need to ensure we are developing food products that bring together great taste and convenience, while delivering key nutrients like fiber through the inclusion of more whole grains, legumes and vegetables. If we can get that balance of taste, health and convenience right, no one should have to make a trade-off when it comes to eating better meals,” said Karina Zimerfeld, global vice president of research and development at Mars Food & Nutrition.
Lack of time and the pressures of daily life were also cited as barriers to healthier eating. Twenty-three percent of U.S. respondents said they are too tired or overwhelmed to prepare healthy meals when eating alone, rising to 27% among women. Nineteen percent said cooking for one person feels like too much effort.
Despite those barriers, 68% of U.S. respondents said they would be more likely to choose healthier solo meals if they were quick and required little effort, while 64% said they wished healthy solo meals were easier and more convenient.
The research builds on Mars Food & Nutrition’s Making Meals Matter platform, which focuses on helping people have nutritious and enjoyable meals whether they are eating with others or alone.
The findings come as fiber has received increased attention through discussions about gut health and the rise of “fibermaxxing” on social media. Nearly half, 49%, of U.S. Gen Z respondents surveyed said they trust social media for solo-meal inspiration.
U.S. Food and Drug Administration guidance recommends a daily dietary fiber intake of 28 grams.
“The way people eat is changing – while shared mealtimes are still important, solo meals are now an established and growing part of everyday life. That creates both a responsibility and an opportunity for our industry.
It’s clear that consumers want convenience, delicious taste, and nutrition to work together. For food businesses and retailers, the opportunity is to make these needs easier to navigate through innovations designed around how people actually eat meals today,” said Shaid Shah, global president at Mars Food & Nutrition.
Mars Food & Nutrition said it is developing products around changing eating habits and demand for options that are convenient for solo meals while also providing nutritional benefits.
The company cited products that are sources of fiber, including Seeds of Change Protein Bowls, Tasty Bite Organic Madras Lentils and Ben’s Original Street Food Teriyaki Rice Bowl with Chicken.
Those products are guided by the Mars Food & Nutrition Criteria, which were introduced in 2015 and are based on globally recognized dietary recommendations. The criteria guide product development and improvements, including adding more whole foods such as vegetables, fruits, legumes and whole grains while limiting added sugars, sodium and saturated fats.
Mars said it has increased fiber across its global Food & Nutrition portfolio by 73% since 2021.
