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Gen Z Food + Drinks Brands to Know

Published 09 February 2022

Authors
Emilia Morano-Williams,Lynn Kim

Food brands are racing to court cuisine-curious Gen Zers, whose disposable income tops $360bn in the US alone (Gen Z Planet, 2021). Building on this cohort’s approach to health, ethics and indulgence (as detailed in Gen Z Food Trends: 2022), this report shares brand strategies and inspiration for engaging the youth demographic, sorted by our six innovation platforms.

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.

Gen Z Food + Drinks Brands to Know

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Topics

Alcohol & Non-Alcoholic
Grocery
Advertising & Branding
Ingredients
Race and Cultural Diversity
Retail
Vitamins & Supplements
Taste & Flavour
Children & Youth
Food
Social Media
Dining
Digital

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