Students are shunning ready-made meals and swapping kebabs for couscous as they adopt a healthier approach to life, an analysis of their shopping habits has found.
Confounding the stereotype of late-night partying and non-stop takeaways, many of the most popular items bought on Amazon Student, the retailer’s discount scheme for people in higher or further education, are focused on nutrition, exercise, health and general wellbeing.
The preparation of fresh meals, and nutritious fruit and vegetable smoothies is becoming a hugely popular trend, the analysis found. The Breville Blend-Active Personal Blender was the most popular kitchen item bought on the website. Low-fat grills are also in high demand, with the George Foreman Family Grill the most popular product in that category.
Ella Woodward’s healthy eating cookbook, Deliciously Ella, is also a bestseller among students. Recipes in the book such as sweet protein smoothies and “energising” breakfasts are about as far from beans on toast and Super Noodles as you could get.
Another popular title is the Hemsley Sisters’ wellbeing bible The Art of Eating Well, which promises to help readers “feel better, lose weight or have more energy”. The most popular item in the grocery category is Lucy Bee Extra Virgin Raw Organic Coconut Oil.
“The days of students mistreating their taste buds and avoiding healthy meals are on the way out, and a new, more health conscious student is occupying halls of residence and student flats,” said Charlie Caroe, of Amazon Student.
It’s not just healthy eating that is capturing imaginations across university campuses. An active lifestyle and regular exercise also appear high on the agenda, with strong sales of supplements including protein powder shakes, coconut water, and multivitamin tablets.
Physical wellbeing isn’t the only focus. Anti-stress and therapeutic adult colouring books are also very popular, with The Mindfulness Colouring Book: Anti-stress Art Therapy for Busy People a bestseller.
However, not every student appears sold on the Gwyneth Paltrow lifestyle. Cadbury’s Creme Egg multi-packs remain the fifth best-selling grocery item.