Eco-minded youth are raising alarms: 78% of European Gen Zers think urgent action is needed to make food production more sustainable (EIT Food, 2021). This environmental awareness is shifting generational preferences towards brands that offer ethically sourced, regeneratively farmed and plant-based foods.

Social media is a critical food marketing channel, as Gen Zers find communities and food brands through digital engagement. Their virtual lives have a tangible impact on their IRL (in real life) existence: 36% of TikTok users have visited or ordered food from a restaurant after seeing it on the app (MGH, 2021).

While eating a balanced diet is an essential self-care strategy for 55% of UK Gen Zers (Swisse Me, 2021), young consumers are also experimenting with supplements and nutrition to fine-tune their wellbeing. Pleasure is key for this generation, who see chocolate and gummies as acceptable vectors for health-boosting ingredients – see Gen Z Food Trends: 2022.

From tinned fish to booze-free beverages, brands are acknowledging Gen Z’s flavour leanings, shifting the concept of fine dining from foie gras and caviar to locally sourced, seasonal ingredients and meals. For more on evolving elevated edibles, see The New Luxury Food Landscape.

As we explain in Gen Z Influences Future Flavour, this multicultural generation has a bold, curious appetite, and reaches for brands concocting unique flavour combinations. Fostering inclusivity is a must, and they’ll stake their wallets on it – nearly a third of legal-age US Gen Zers prefer BIPOC-owned alcohol brands (PR Newswire, 2021).

Raised on instant, digital gratification, convenience is critical for Gen Z. In the US, 40% of this cohort select their food with ease of preparation in mind (Incredible Egg, 2020). There’s no segment of the food industry that’s untouched by their desire for speed – from grocery delivery to ready-to-drink mocktails.