Fast food is a big part of young people’s lives in Western Europe: YPulse’s WE Food Shopping and Trends report shows that 95% of European 13-24-year-olds have been to a fast food restaurant in the past month; and 77% have gone to a fast casual restaurant like Five Guys, or Subway within the same timeframe. Though governments in Europe are trying to rein in the industry for public health, it’s clear that Gen Z isn’t quitting their favorite vice. In fact, the industry is experiencing steady growth in the region. While they know it’s not strictly good for them, young Europeans likely think of fast food as an indulgence that gives them a boost—a treat that counts as self-care. YPulse’s research shows that 72% of young people in Western Europe agree “It’s ok to do something unhealthy if it makes you feel good.” Knowing exactly which fast food places are their absolute faves can help brands build strategic collabs in the region. Our WE Food and Shopping Trends survey asks Gen...
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