Gen Z Food + Drink Trends: 23/24
The youthful Gen Z cohort (born between 1996 and 2009) are wielding growing influence across the food and drink landscape as their evolving priorities and aspirations inform their purchase decisions. Brands can’t ignore this generation who will not only shape the future of food but will become the core consumers in years to come.
The Gen Z ‘Food Lens’
Evolved Habits & Behaviours
Foregrounding Values & Ethics
As explored in Gen Z Food Trends: 2022, food and drink form an integral part of Gen Z’s DNA, with much-loved FMCG brands continuing to resonate with this cohort. They devour online food content, favouring fast-paced TikTok videos above all, but they don’t necessarily consider themselves to be foodies.
As explored in Gen Z Food Trends: 2022, food and drink form an integral part of Gen Z’s DNA, with much-loved FMCG brands continuing to resonate with this cohort. They devour online food content, favouring fast-paced TikTok videos above all, but they don’t necessarily consider themselves to be foodies.
Summary
The Gen Z ‘Food Lens’ | As explored in Gen Z Food Trends: 2022, food and drink form an integral part of Gen Z’s DNA, with much-loved FMCG brands continuing to resonate with this cohort. They devour online food content, favouring fast-paced TikTok videos above all, but they don’t necessarily consider themselves to be foodies. |
Evolved Habits & Behaviours | Ease, convenience and curiosity drive much of Gen Zers’ food-related decisions. While quick and casual dining appeals to this fun-loving bunch, novelty and comforting snacks also go down a treat. When it comes to food expenditure, this group is aware of the cost-of-living crisis but will still splurge on food experiences when the mood strikes. |
Foregrounding Values & Ethics | Today’s youthful consumer has a relatively balanced attitude when it comes to nutrition, health and wellness, allowing leeway for treat-worthy indulgences on a regular basis. Meanwhile, the eco and ethical credentials of food and drink are becoming increasingly top of mind for this cohort, who want brands to make it easier for them to do the right thing. |
Gen Z Food + Drink Trends: 23/24
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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