A study conducted by Purdue University in the US found that younger consumers, specifically those aged 18-34, are more likely to believe that plant-based milk is healthier than dairy. Similarly, younger adults are also more likely to perceive organic and gluten-free foods as healthier compared to older consumers. The research indicates that age is a significant predictor of food-related beliefs, with younger generations showing a stronger preference for plant-based and healthier food options.

Data from previous studies show that a higher percentage of younger consumers identify as vegan or vegetarian compared to older generations. Generation Z, in particular, has been identified as the main driving force behind the growth of the vegan market in the US. These findings highlight generational differences in attitudes toward health and nutrition claims, emphasizing the influence of age on consumer beliefs about food and health.