Gen Z Food + Drink Trends: 24/25
With unparalleled access to inspiring culinary content, Gen Zers (born between 1996 and 2009) are growing into curious, clued-up food consumers who are particularly keen on elevated snacking, globe-hopping fusion flavours and convivial dining occasions. But, as time and financial constraints increasingly thwart their gourmet goals, they’re pulled towards products that marry convenience and cost-efficient nourishment.
Meet the Culinary Non-Conformists
Purse-Tightening Pragmatists
Supporting Reflective Realists
Appetites for Online Content
Breaking away from regimented dining routines and customs, Gen Zers are taking a fluid approach to mealtimes and savouring the freedom of anytime snacking. Their taste preferences are similarly borderless and adventurous, favouring multi-ethnic or fusion cuisines and novel, limited-edition menu items. Meanwhile, little treats are viewed as daily joyful necessities.
Breaking away from regimented dining routines and customs, Gen Zers are taking a fluid approach to mealtimes and savouring the freedom of anytime snacking. Their taste preferences are similarly borderless and adventurous, favouring multi-ethnic or fusion cuisines and novel, limited-edition menu items. Meanwhile, little treats are viewed as daily joyful necessities.
Summary
Meet the Culinary Non-Conformists | Breaking away from regimented dining routines and customs, Gen Zers are taking a fluid approach to mealtimes and savouring the freedom of anytime snacking. Their taste preferences are similarly borderless and adventurous, favouring multi-ethnic or fusion cuisines and novel, limited-edition menu items. Meanwhile, little treats are viewed as daily joyful necessities. |
Purse-Tightening Pragmatists | Lack of time is the reason why 75% of American Gen Zers don’t cook at home more often (Home Run Inn, 2023), while 80% of young Brits complain that affordability limits their food options (Attest, 2023). These twin constraints impact everything from choice of kitchen gadgets and groceries to on-the-go meal formats. Accessible and convenient life hacks complement this thrifty food mood. |
Supporting Reflective Realists | Plant-centric diets, moderate alcohol intake (for those who are of drinking age) and better-for-you brands continue their Gen Z-driven growth trajectories as this cohort prioritises sensible, thoughtful and productive behaviours. However, even at their tender age, Gen Zers are tired of feeling obligated to be constantly aware of their social and environmental impact. |
Appetites for Online Content | With 68% of British Gen Zers seeking food, recipe and ingredient inspiration on TikTok (Olive, 2023), shrewd brands are crowdsourcing recipes from their fanbases, educating budding home cooks and prioritising product and packaging design that pops on the platform. |
Gen Z Food + Drink Trends: 24/25
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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.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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