January 19, 2025 – Generation Z consumers are shaping new food & beverage trends through their changing values, lifestyles, and cultural influences. Innova Market Insights looks at key themes affecting this generation’s consumer habits: their values and spending priorities, health and wellness, technology and digital impact, adventurous and diverse taste preferences, and the growth of the sober-curious movement.
Within these themes, Generation Z finds a balance between health and enjoyment, innovation and authenticity, individuality, and community. They focus on quality but are mindful of price. They are tech-savvy but cautious, willing to experiment while keeping a strong sense of control and self-awareness.
Generation Z Consumers: Values and Expectations in the F&B Market
Generation Z, aged between 18 and 28, is at a stage in life when they balance dependence and independence. Many, 36%, still live at home and are balancing low incomes with seeking more freedom. They are price-sensitive but don’t want to sacrifice quality, expecting products to be well-made and reliable. Trust for them is built on naturalness, showing their strong preference for authenticity, transparency, and products that are genuinely good for both them and the planet. Generation Z is also a very active and engaged group in physical, social, and environmental aspects. The older members, in particular, care a lot about environmental issues.
Quality First, Sustainability as Standard
Generation Z sees quality as essential when it comes to food and drink. Sustainability is now a basic expectation instead of a standout feature. Two-thirds of Gen Z think sustainability is a serious issue that needs attention. This concern is just slightly behind that of other generations, showing strong interest across age groups. For these young consumers, values like ingredient transparency, plant-based formulations, and responsible sourcing shape their views on brands. Although price and ingredients are important components of Gen Z food trends, products that offer high quality and believable sustainability claims are more likely to gain younger consumers’ trust and loyalty.
Health and Wellness Priorities for Generation Z
For Generation Z food trends, mental and emotional well-being now outrank physical health as their main concern. Many manage their wellness through regular routines and self-reflection. Generation Z consumer habits reflect the approach to health as holistic, emphasizing beauty and balance while recognizing the strong connection between skin, hormones, and self-confidence. This generation takes an active and empowered approach to their well-being. They rely on self-sufficiency and knowledge to handle their health on their own terms. When faced with stress, Generation Z makes practical lifestyle changes, prioritizing rest and work to maintain balance and calm. Sleep is particularly vital for them, with 1 in 2 members of Generation Z worried about their sleep health, more than their concerns about skin and appearance. However, Generation Z over-index on buying food and drink products aimed at improving physical appearance and beauty and hormone balance.
Tech-Savvy Digital Natives
Generation Z are true digital natives who live and connect online. They use social media as a central place for shared experiences, inspiration, and identity-building. They easily mix technology into all parts of their daily lives, from following cooking tutorials and finding new cafés to staying updated on the latest food trends on TikTok. Generation Z consumer habits highlight that digital storytelling plays a key role in how they find, evaluate, and interact with brands. Online social media communities have become more important for socializing to Generation Z in the past 12 months, with 34% of them valuing it compared to 24% of other generations. For Gen Z, food is the top way to connect. Specifically, 46% of Generation Z find inspiration on social media to try new cuisines.
Adventurous and Diverse Tastes
Generation Z consumers are adventurous eaters who love bold flavor combinations, like sweet and salty or sweet and spicy. 56% of them say they actively seek out new flavors when shopping for food and drinks. Innova’s Gen Z food trends research indicates that they are particularly attracted to Asian and Korean dishes that offer new experiences along with rich cultural stories. Their food choices often reflect their emotions; for instance, they might prefer smoky BBQ during lively moments, while opting for softer, comforting flavors like vanilla when they seek calm and relaxation.
57% of Gen Z prefer street food-inspired flavors in packaged products, and 54% are interested in cuisines from other countries. This Gen Z food trend is reflected in Smorgasburg, an open-air food market where fusion dishes such as Texas-style barbecue mixed with Filipino flavors attract large crowds, showing that Gen Z values exciting, multicultural food experiences.
Avoiding Alcohol, Not Experiences: The Rise of Sober Curiosity
Nearly half of Gen Z now avoids alcohol to support healthier aging. They are turning to a growing range of non-alcoholic drinks. In fact, Generation Z consumes less alcohol than other generations. Their motivations come from control, as they intentionally drink less to fit their lifestyle and long-term health goals. Within this trend, sweet, sour, and fruity flavors are leading the way in non-alcoholic beverages. These options provide a balance of indulgence and function, encouraging a more mindful approach to drinking. One example of a new product is Untitled Art’s Non-Alcoholic Juicy IPA. It features juicy tropical citrus from Citra and Mosaic hops, delivering a bold India pale ale experience.
What’s Next for Generation Z Food Trends?
Next for Gen Z, food trends will focus on overall health, mood support, and cultural self-expression. Innovation will favor functional snacks and drinks that support sleep, calmness, focus, and social energy. These products will often come in “sober but social” formats and include indulgent yet functional treats like relaxing chocolates and gut-friendly, high-protein snacks. More products will be plant-based, sustainable, clean-label, and influenced by global tastes, fitting into Gen Z’s busy, snack-oriented lifestyles.
Brands that succeed will work with Gen Z through creators and online communities. They will use fun, shareable content instead of corporate messaging. They will also communicate simple benefits related to mood, gut health, hormones, skin, and beauty from within while maintaining an authentic, nature-inspired feel.
This article is based on Innova’s Generation Z Eaters – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.