Gen Z vegetable consumption rates decline in Indonesia

Data from the Indonesian Ministry of Health's Basic Health Research (Riskesdas) indicates that approximately 95% of adolescents and young people in Indonesia consume insufficient amounts of fruits and vegetables. Surveys suggest Gen Z has the lowest consumption rates compared to Millennials and Generation X.

Several factors contribute to this trend. Biologically, some individuals possess the TAS2R38 gene, making them “supertasters” who are highly sensitive to the bitter compounds found in vegetables like broccoli and cabbage. Additionally, the prevalence of ultra-processed fast foods has conditioned the palates of younger generations to prefer hyperpalatable flavors high in sugar, salt, and fat. Cooking methods also play a role, as overcooked vegetables can lose their appealing color and texture.