Strategies to Attract Health-Conscious Students

Do you know what Gen Z’s top goal was for 2025? Traveling more? Trying more new things? Managing anxiety?

In fact, it was getting healthier. Over a third of Gen Z said they were prioritizing getting healthier in 2025, making it their top goal overall (trying more new things and managing anxiety were tied for second place).¹

But it’s not always easy for students to stay healthy on campus. College can be a particularly stressful time for many students (particularly new students on campus), which means they may turn to those indulgent comfort foods that don’t meet health goals. And many students are making their own meal decisions for the first time, which means they may need help choosing healthy options.

But reaching those health-conscious students with options that taste great and meet their health goals is a win-win for everyone. So how do you do it? Consider these ideas and strategies.

Understand the health-conscious student

Gen Z and Gen Alpha are, on the whole, more focused on health and wellness than other generations. When asked about a range of options— variety of international cuisines, authenticity, etc.—the number one option that students wanted was a “wide variety of nutritionally balanced food.”²

College students today want plant-forward foods, options that are high in protein, minimally-processed ingredients, functional ingredients, etc. It’s important to note that each individual student will have their own health needs that may encompass a variety of these options. One student may prefer to eat more protein in the morning to help them power through the day, while opting for a more plant-forward dish at night, while another student (an athlete, for instance), may prefer lots of lean protein all day long.

Some students go above and beyond just being “health-conscious,” with a healthy lifestyle being a core part of their identity. These students may be on very particular diets, counting macros, etc. and they’re looking for the options and information to make choices that fit their health needs.

Knowledge is power

While students want a lot of healthy and nutritious options available, sometimes all of those choices can be overwhelming, particularly for a population that is often on the go and needs to make decisions quickly. That’s where clear information becomes essential.

Health-conscious students today are label readers and are on the lookout for the health trends that consumers overall have been responding to in recent years—“clean label,” “whole grains,” and “sustainable,” which often has an overlap with health. Focus on making these options as clear as possible through signage, dedicated health food sections, and marketing.

After basic information like what’s on the menu and when dining locations are open, the most important information that students want in dining services apps is nutritional data.² With so many students on such a wide range of diets, giving them the information they are seeking in an easy format can help you reach every student’s unique health and nutrition needs.

Menu strategies that work

When students don’t have their health needs met, in many cases, it means they’ll skip a meal altogether, impacting participation rates. Having the menu options they want is essential for participation.

Gen Z is a flavor-forward generation, often looking for bold and colorful dishes that feel fresh and exciting. Lots of vibrant produce and global flavors are key here. Customization is also important, allowing students to choose the ingredients and flavor profiles that fit their health goals and diet. Consider offering up options like customizable bowls or grain-based salads with ingredients students can choose from like quinoa, sweet potatoes, legumes, and leafy greens. But don’t just stop there—highlight the nutritional benefits of those ingredients (think “high-protein” or “fiber rich”). Let students create a healthy meal option with a wide range of functional benefits on their own terms.

Don’t forget to label vegan, vegetarian, and gluten-free options to ensure those health-conscious students with unique dietary preferences and needs can easily select the options that fit their diet.

Idea starters

For many consumers, including students, healthy items can still seem like a trade-off, which is why it’s important to make them as fun and exciting as possible. Showcase that you take healthy options seriously by turning healthy menu items into the star of the show. Can that customizable bowl option mentioned above become a full “Build-Your-Own Bowl” bar, with attractive branding? Students can always feel good knowing they’ll make a healthy decision at the bar, and by swapping in new flavors and ingredients regularly, you can ensure it doesn’t get boring and stale. Celebrate “Meatless Mondays,” where plant-based options are the norm and default in particular dining halls or across campus.

To increase your chance of success, partner with organizations and groups like campus wellness groups and fitness centers to promote these options and reach even more health-conscious students.

If your campus doesn’t already have a “Wellness Week,” it can be a great starting point to focus attention on healthy options. Consider these customizable, nutrient-dense recipes that fit right into student diets:

• Start the morning off with a colorful, refreshing, on-trend Acai Bowl, allowing students to customize it with plenty of vibrant topping options.

• For a snack or light lunch, these Roasted Sweet Potato Tacos and Guac are fully vegetarian, featuring nutritious options like RoastWorks® Flame-Roasted Corn & Jalapeño Blend and Good Grains™ Red Quinoa.

• A Lemon Labneh Middle Eastern Salad packs plenty of global flavor (harissa, pomegranate, mint) in a filling lunch, dinner, or grab-and-go option, all built on a plant-forward base of Simple Goodness™ Riced Cauliflower.

• Pancit Bihon makes a filling, on-trend Filipino dinner entrée bringing together stir-fried rice noodles, protein-packed chicken, and veggies.

Meeting the needs of health-conscious students not only sets them up for academic success, as proper nutrition has been shown to impact cognitive functioning and test scores, but it also prepares them to make healthy decisions for the rest of their lives. It should be a central part of your dining program’s focus.

¹ 2025 Consumer Need States, Menu Matters
² Campus Dining: 2030 & Beyond, NACUFS, 2023