December 2, 2026 – Gen Z is an important consumer segment in the US food and beverage market. Their preferences for flavor and formats blur the lines of traditional eating occasions, combining familiarity with exploration. For Gen Z, food is also a cultural and functional experience, and brands that align with these expectations will be able to capture this consumer base. Innova’s “Gen Z Eaters in the US” report analyzes these evolving preferences and behaviors to highlight what’s next across categories.
Who is Generation Z?
Gen Z consumers are largely concentrated in the lower income tiers, which makes affordability and value central to this consumer base. 38% of Gen Z live in urban areas, with this segment valuing immediacy and convenience. Nearly half live in suburban contexts and seek versatile solutions available through mass channels. Additionally, Gen Z’s health priorities are spread across a variety of factors, from skin, brain, energy, and digestion. Most credible claims can find traction, so brands can find success as long as they align with transparency, balance, and relevance to everyday life.
For Gen Z, food education largely comes from TikTok. For them, food is approachable, and experimentation is an important and relevant factor. Foods that feel accessible and are visually engaging appeal to this group. For brands, this creates an opening through formats that invite participation and engagement.
Familiarity Anchors Exploration
Even though Gen Z favors bold flavors and adventurous experiences, they also consistently turn to familiar tastes that anchor innovation. Products that succeed will balance excitement and reassurance. When asked what type of flavors influence their food and drink choices the most, comforting and familiar flavors rank as the top responses. For women especially, comforting and familiar flavors drive food and drive choices the most, as these signal trust to consumers. However, seasonal or limited-edition launches are a vehicle for refreshing consumer interest, without undermining trust.
Gen Z Snacking Priorities
Bold flavors are driving Gen Z consumers and the push for brands to redefine the snack experience. Doritos has launched a fiery version of their staple format, bringing added heat to their classic tortilla chips. The collaboration between Hot Ones and Snak Club also exemplifies this trend by bringing smoky, sweet, and spicy flavor cues that promote a dynamic snacking experience. Graeters also launched a Chili Spice French Pot Ice Cream with Oyster crackers, not only capitalizing on the spice trend but also demonstrating that bold flavor innovation can also be derived from unexpected flavor crossovers into formats that Gen Z trust.
More than excluding bad or unhealthy ingredients, Gen Z also expects nourishment and transparency when it comes to healthy snacks. High in protein, low sugar, low calorie, and no artificial dominate as product claims that are valued. Protein addresses fullness, while no artificial claims highlight authenticity. Therefore, snacks evolve from diet products to functional, reassuring choices.
Indulgence as Micro Rituals
Gen Z consumers view indulgence as small joys in daily life, rather than large splurges on occasion. For Gen Z, snacking peaks in the afternoon, according to 62% of male consumers and 80% of female consumers. More than hunger, this occasion is predominantly shaped by the need for variety and a break within daily routines. By positioning products as small indulgences, brands can boost the relevance and engaging appeal of snacking occasions. They can also use this afternoon snacking occasion as a testing ground for new flavors or formats.
When seeking indulgent moments, Gen Z consumers continue to turn to traditional comfort categories like desserts, ice cream, chocolate, cakes, and pastries. Innova’s food trends research also indicates that indulgence is powerful when it balances familiarity and discovery. Categories that maintain this equilibrium will continue to be relevant and drive loyalty in the saturated indulgence market.
Culture is a Key Food Influencer
For young consumers, global foods like sushi, birria, and bubble tea are commonplace, not exotic luxuries. For Gen Z, Mexican, Italian, and Chinese cuisines most influence the meals they eat, with 46% citing Mexican as impactful. As such, innovation requires moving beyond ethnic cues to hybrid formats and deeper authenticity. Even in ready meals, global flavors are a defining feature for Gen Z. From Mexican street food favorites to South Asian staples, ready meals underscore the opportunity for brands to democratize recipes and access to flavors that might feel are otherwise too complex.
Wellness That Integrates Seamlessly
Beverages are also a key category for Gen Z, as they are increasingly viewed as a wellness shortcut by consumers. For example, Rmbr’s functional kombucha not only includes the fermented base but also botanical flavors for mood-enhancing benefits as well. Bariwise’s Protein Fruit Drink mirrors this trend, by reframing protein delivery through a lighter, fruit-forward, and portable format that embeds functionality into daily drinking habits. Even in categories like bottled water, Gen Z is looking beyond simple hydration. Water can also act as a functional and lifestyle-driven product. Emphasis on electrolytes, mood-alignment or energy benefits also position water as a performance tool. Liquid Death is an example of this, as it reimagined water as a functional and lifestyle-driven product.
What’s Next for Gen Z Food Trends in the US?
Looking to the future of innovations, the snack category will evolve, with snacks carrying the same legitimacy as traditional meals. Nutritionally complete products and satiety-driven formats will drive this trend. There will also be an opportunity to develop and market new flavors with calming, energizing, or focus-driven benefits. These underscore Gen Z’s connection between emotional regulation and taste.
This article is based on Innova’s Generation Z Eaters in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.