Published 09 February 2022

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.

Sustainable Futures

Digital Worlds

Wraparound Wellness

Luxury Perspectives

Inclusivity Outlook

Convenience Culture

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.

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.

Summary

Sustainable Futures

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.

Digital Worlds

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).

Wraparound Wellness

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.

Luxury Perspectives

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.

Inclusivity Outlook

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).

Convenience Culture

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

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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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Asian Food Trends 24/25: THAIFEX Anuga

Asian Food Trends 24/25: THAIFEX Anuga

Asian Food Trends 24/25: THAIFEX Anuga

Asian Food Trends 24/25: THAIFEX Anuga

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Asia’s most forward-thinking food and beverage brands flooded the show floor at this year’s Thaifex Anuga in Bangkok (May 28 to June 1) with innovative and commercially attuned snacks, beverages and cooking hacks. Many led with a strong wellbeing or sustainability edge, while fun and flavour were always...

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