Health-conscious attendees at major UK music festivals are showing a growing preference for fresh fruit and vitamin-enriched drinks over traditional fast food and alcoholic beverages. According to data from the Co-op supermarket, which operates temporary outlets at events across the country, sales of grapes have increased by 38 percent compared with the previous year, while fruit pot sales have risen by 11 percent.

The supermarket attributed this shift to changes in consumer habits among younger festival-goers, particularly those from Generation Z. The data was collected at prominent summer events, including Download Festival, the Isle of Wight Festival, and Latitude Festival.

In anticipation of this weekend’s Reading and Leeds festivals, as well as Creamfields, the Co-op has boosted its stock of vitamin waters by 150 percent. Georgina Coley, the supermarket’s festivals partnership manager, noted that many attendees are keen to maintain healthy lifestyles even while participating in festival culture. “It’s clear that people don’t want to leave their healthy habits at home,” she said.

These trends suggest a broader move away from conventional festival staples such as hot dogs and beer, reflecting an increased demand for nutritious and hydrating options among younger consumers attending music events.