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.
