For Generation Z, the youngest adult generation (aged 18-26), diversity and internationalism are entirely normal, making cuisines, flavors from around the world, and related food products nothing out of the ordinary. So, what might surprise these consumers? How can products be tailored to their perceptions and behaviors?

Everyone likes something different

Generation Z is characterized by individualism. Zs expect food to be customizable to their individual needs, they want to be surprised by changes and new flavours. According to experts, the highest priority for members of this generation is the ability to individually compose dishes and adjust portion sizes to their energy needs. Members of Generation Z were raised by parents who preferred natural products as snacks for their children. Therefore, they positively perceive products labeled as “fresh,” “organic,” or “eco-friendly.” Healthy eating is important to them, often associated with a plant-based diet.

Food good for the environment and health

Growing up in the era of climate change, shrinking resources, and increasing environmental awareness, they have developed a need for sustainable development and environmental care. One-third (33%) of Gen Z individuals stated that environmental sustainability significantly influenced their food and beverage purchasing decisions. Additionally, 50% believe their personal choices in this regard have a notable impact on the environment.

When considering health benefits, Gen Z prioritizes both physical and mental well-being, with top concerns including increased energy or reduced fatigue (38%), better sleep (35%), emotional or mental health (33%), and digestive health (29%).

Snacks, Snacks, Snacks

77% of Gen Z report snacking at least once a day, with one-third (34%) saying they snack two times a day. Among Gen Zers who snack, their most common reasons for doing so are being hungry or thirsty (30%), out of boredom (27%), and needing more energy (25%).

Relying on online opinions but buying in reality

Generation Z are digital natives, unfamiliar with life without a phone and the internet. They rely on recommendations and comments they find on Snapchat, Instagram, and Twitter. Therefore, presence on these channels and readiness to engage with guests are crucial today.

On the other hand, more than 4 in 10 Gen Zers find shopping enjoyable, and they are more likely to shop for groceries in-store (74%) than online (26%). In-store shopping is also their primary source of product information (61%), well above other sources including social media (43%), word of mouth (32%), and conventional advertising (29%).

Sources: Mintel, Technomic, NPD Group, International Food Information Council, PLMA