Young people are often assumed to be more open to plant‑based diets than older generations. Research from various countries has frequently supported this idea, associating younger age groups with greater interest in dietary innovation, sustainability, and ethical consumption. However, Animetrics' October 2026 report, Perceptions of Plant‑Based Diets among Gen Z in Türkiye: A Closer Look at 18–24‑Year‑Olds, challenges this assumption. Drawing on responses from 643 young adults aged 18 to 24, the study explores how Türkiye's Generation Z perceives plant‑based diets, what motivates those who reduce or avoid animal products, and which barriers continue to shape their food choices.
The research was developed after findings from the earlier Animetrics report Toward Plant‑Forward Diets in Türkiye revealed that younger respondents held more negative views of plant‑based diets than some middle‑aged groups. These results prompted advocates and organizations working on food systems, animal welfare, and plant‑based diets in Türkiye to ask for a closer examination of this age group.
Findings and Analysis
The young people included in the study were predominantly students, with three out of four respondents enrolled in education. Around 60 percent reported monthly incomes below 10,000 Turkish lira, including family support, and approximately half lived in metropolitan areas. While only a small proportion identified as vegetarian or vegan, a larger group reported actively trying to reduce their meat consumption. More than one‑third were familiar with plant‑based diets either through personal experience or through family members and friends.
Contrary to expectations, negative perceptions of plant‑based diets were common among young respondents. The strongest concerns related to health and nutrition, as well as practicality and accessibility. Around 57 percent of respondents held negative perceptions in both categories. Nearly two‑thirds disagreed that a plant‑based diet is healthy, while more than half disagreed that it is affordable. By contrast, social acceptability was far less of a concern, with only a quarter of respondents expressing negative views in that area. These findings suggest that resistance to plant‑based diets among young people is driven less by cultural values and more by practical concerns about health, cost, and accessibility. [animetrics.org]
The study also examined the motivations of young people who already reduce or avoid animal‑based products. Among this group, animal rights and welfare emerged as the most frequently cited motivation, closely followed by health. More than half also identified enjoyment of plant‑based foods as an important factor in their dietary choices. Interestingly, lower cost was the least common motivation. This finding highlights a notable contradiction: while many young respondents view plant‑based diets negatively from a nutritional perspective, health remains one of the strongest reasons people choose to reduce animal consumption.
Differences within Generation Z were equally revealing. Gender emerged as one of the most important predictors of attitudes. Young men consistently expressed more negative views than young women across several dimensions, including health, values, and taste. The gap was particularly pronounced when it came to values and social norms. Familiarity with plant‑based diets also played a significant role. Young people who had experience with plant‑based diets, or who knew someone following one, tended to hold substantially more positive views than those with no exposure. [animetrics.org]
The report also identified students as a group facing particular concerns around affordability and practicality. Negative perceptions in this area were more common among students than among employed young adults, suggesting that financial limitations and access to affordable options may significantly influence dietary decisions. [animetrics.org]
Recommendations
Animetrics identifies several areas of focus for organizations seeking to encourage more plant‑forward dietary choices among young people in Türkiye. The findings suggest that health should be a central component of future communication efforts. Since health concerns act both as a barrier and as a motivation, campaigns that provide accurate and reliable information about the nutritional value of plant‑based diets may help address misconceptions while reinforcing existing motivations among those already reducing animal consumption.
The report also highlights the importance of understanding gender differences. Because young men express more negative perceptions across several dimensions, further exploration is needed into how values‑based messages related to ethics and environmental issues, as well as direct experiences such as tastings, resonate with this audience. More targeted approaches may help identify communication strategies that are particularly effective among young male consumers.
For students, affordability and accessibility appear to be especially important concerns. Advocacy efforts aimed at this group may therefore benefit from focusing on the availability of affordable and convenient plant‑based choices in educational settings and everyday environments.
At the same time, the report advises caution in interpreting these findings. While familiarity with plant‑based diets is associated with more positive perceptions, the data does not establish whether familiarity causes positive attitudes or whether individuals with positive attitudes are more likely to seek out plant‑based experiences. Animetrics therefore encourages further research, including larger representative studies and investigations into how different messages influence attitudes and behaviour.
Conclusion
Animetrics' examination of Generation Z in Türkiye challenges the common assumption that younger people are naturally more receptive to plant‑based diets. Although many young adults express negative perceptions regarding health, affordability, and practicality, the study also reveals significant opportunities for change. Animal welfare, health, and positive food experiences already motivate many young consumers who reduce animal products. By addressing misconceptions, improving access, and tailoring outreach to specific groups such as young men and students, advocates may be better positioned to support a gradual shift toward more plant‑forward diets among Türkiye's younger generation.