Festival-goers are no longer simply living off beer and hot dogs but instead splashing their cash on fresh fruit and vitamin juices.
Wellness-minded Gen Z-ers do not want to let their healthy habits slip even during major music events, according to the Co-op, which is operating temporary shops at some of Britain’s largest music festivals this summer.
It said that sales of grapes are up 38 per cent compared to last year while fruit pot sales have risen 11 per cent, while juices have also proved popular.
This is according to data collected from Download Festival, the Isle of Wight Festival, K Latitude Festival, Kendal Calling and Belladrum Festival.
And Co-op increased its stock of vitamin waters for this weekend’s Reading & Leeds and Creamfields festivals by 150 per cent.
Co-op said that the wellness trend has stretched even to music festivals as sales of fruit rise.
But the supermarket said that more classic festival fuel is still doing well, including its meal deals, to help partygoers going all night long. Suncream and toilet roll have also been popular.
Georgina Coley, festivals partnership manager at Co-op, said: ‘Festival weekends are all about having a good time, but it’s clear that people don’t want to leave their healthy habits at home.
‘Our sales data has uncovered the trend for festivalgoers making more balanced choices across the weekend, whether it’s picking up fresh fruit for breakfast, grabbing a juice before heading to the main stage, or stocking up on healthy snacks for the day ahead.’
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