November 13, 2025 – Millennials, born between 1981 and 1996, came of age during periods of rapid technological advancement, economic changes, and increasing cultural globalization. Now a major consumer force, they have redefined what it means to eat, drink, and live well. Digitally native and socially conscious, Millennials emphasize openness, resilience, and responsibility. Innova Market Insights looks at how this generation leverages food and beverages to manage their health, mood, and sense of identity.
Who are the Millennials?
Millennials, much like Generation Z, are concerned about their health, particularly mental health challenges such as stress, anxiety, and worry. These concerns shape not only what they eat, but also their motivations for eating. They make intentional food choices, rooted in values like safety, transparency, and sustainability, especially during uncertain times. Millennial food trends show that the health of the planet is their main global concern, and they view their food decisions as a meaningful way to effect positive change.
Millennials Have a Strong Interest in Food
Compared to other generations, Millennials have a strong interest in food. 69% of the generation say food is a passion in their lives. Additionally, millennials are open to trying new foods, with 68% of millennial consumers saying they like to try new food they’ve never tasted before.
Sustainability and Ethical Consumption
Millennials, like other generations, care about the planet’s health. They are especially motivated by sustainability and ethical initiatives, such as reducing food waste, supporting animal welfare, and buying from local farmers. 45% consider sustainability very important when choosing food and drinks. They are also more willing than others to pay extra for sustainable products. At the same time, food security, affordability, and quality remain top priorities. Millennial food trends reveal that over 80% actively seek information about product safety and quality. Brands can build trust through packaging by clearly sharing details about sustainability, origin, and sourcing.
How Do Millennials Approach Health?
For millennials, healthy and nutritious food tops the list of priorities. They increasingly see food, beverages, and supplements as fundamental to holistic wellbeing, addressing physical health as well as emotional balance, hormone support, and sleep quality. With nutrition and function essential, protein, probiotics, and clean ingredients are in high demand. Brands can capitalize by positioning products as multi-benefit solutions, supporting both mental and physical health.
Food For Better Mood
Millennial food trends indicate that this generation uses food to find emotional balance and self-control more than other generations do. Since many are worried about their emotional health, they turn to food to manage stress and improve their mood while making healthy choices. Unlike older generations that indulge in taste, Millennials place a higher value on nutrition, even when seeking comfort. Food also gives them a sense of power; cooking at home and selecting functional foods show their independence.
Millennials Use Food and Drink to Support Sleep
Improving sleep is the top health concern Millennials address through their food and beverage choices. Companies are responding by adding sleep-supporting ingredients to products. For instance, in the UK, Jaga launched Lightly Sparkling Pomelo and Passionfruit Nootropic Soda with L-tryptophan, which increases serotonin to promote better sleep.
Millennial Women Support Hormonal Balance with Diet
Millennial food trends show that women link hormonal health with the food and drinks they consume. Diet is second only to exercise for actions millennial women take to affect their hormone situation. F&B launches targeting hormonal health include Nu3 Luna Balance Bar; specially developed for women with nutrients to support hormonal balance, supporting mood swings and tiredness. The bar is vegan and without unnecessary additives.
What is the Top Nutrient for Millennials?
As Millennials look for fortified foods for a wide range of health improvements, the nutrient they actively include the most is protein. Millennials are also controlling their protein intake to improve several health areas and are more likely than other generations to follow a high-protein diet, with 29% of millennials doing so.
Clean Eating
Millennial food trends demonstrate that consumers are also focusing on clean products. Millennials have a positive view on simple and natural ingredients. 2 in 3 millennials agree with the statement: “I trust simple ingredients that I know more than complex and synthetic ones.” 72% of millennials also find that the more natural a product feels, the more they believe that it’s good for their health in the long term.
Plant-Based Popular Among Millennials
Another way to be healthy for millennials is to consume plant-based foods. 56% of millennials buy 100% plant-based products because they are healthier, which is significantly more than other generations. However, some Millennials question the nutritional value of plant-based products, stopping them from buying them. As a response, many food and beverage companies highlight the nutritional value of their products, and some validate it with nutritionist-approved claims or endorsements from elite athletes.
Technology and Health Tracking
Next to interventions such as exercising, health check-ups, and sleep tracking, 34% of Millennials track their physical health by tracking their diet and nutrition. Technology is an integral part of our society, and 25% of Millennials use technology to manage their diet. AI has many uses. Millennial food trends reveal that 19% of Millennials are using it to create recipes, and 18% use it to create meal plans.
What’s Next in Global Millennial Food Trends?
Millennials around the world are attracted to foods that offer clear benefits like better sleep, stress relief, and improvements in gut or skin health. Many millennial women seek foods that support hormonal balance and general well-being. Food safety, quality, and clear information about where ingredients come from are more important than ever. Most millennials think about these factors carefully before purchasing food and beverages. Brands that highlight specific wellness benefits and are transparent about their sourcing are more likely to gain this generation’s loyalty.
This article is based on Innova’s Millennial Eaters – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.