Researchers linked the attitude shift to Gen-Xers - people aged between 20 and 40, and the first generation to be brought up on television and computers - being more 'me'-centric.
The survey, which is an extension of TNS' consumer tracking Asiapanel research, revealed that Gen-Xers are price sensitive and not brand loyal.
They are outward thinking with a broader view of the world and they focus more on friendship and lifestyle and less on family and health.
In Korea, for example, just 33 per cent stated that they tended to look for healthy food, compared with 45 per cent of respondents who are over 40.
And only 52 per cent bought what their children wanted, compared with 62 per cent of the older generation. Exercising is also not on the agenda of Gen-Xers, who are also more concerned about fashion and their outward appearance. There were similar findings in Taiwan and Malaysia, the other two markets where the survey was conducted.
TNS Asiapanel project manager Seonaid Anderson said that making the young more health conscious is "an onward battle against the onslaught of convenience and fast foods which, in my opinion, seem to be winning the battle".
Anderson added: "Parents of the previous generation would give 100 per cent for their kids, succumbing to a child's needs and wants, whereas the Gen-Xers seem to know their own mind more and do not succumb to a child's tantrums. Therefore, they are living in a more 'me' world."
The 20-to-40 year olds - who make up 33 per cent of Asia's total population, or about 450 milliion people - are also very partial to big Western brands, mainly to show that they are sophisticated and keeping up with the times.
"Western labels have a certain snob value attached to them. In terms of Taiwan and Korea especially, this group do not rate local, private labels very highly. In fact, in some cases, being seen carrying local goods could cause them to lose face," Anderson said.
This is one of the reasons why, she notes, that Gen-Xers prefer shopping in supermarkets and hypermarkets, because of the vast array of choice on offer.
Anderson said the lifestyle study has now been extended to Thailand and four cities in China: Beijing, Shanghai, Guangzhou and Chengdu.