November 19, 2025 – Europe’s population is getting older, which creates challenges for brands that mainly focus on young consumers. Research from Innova Market Insights shows the need to make products attractive to all age groups while also addressing the needs of different generations. Europeans of all ages value affordability, healthy aging, nutritious eating, exercise, and weight management. However, these factors affect product choices in various ways for each generation.
Differences Between Generations
Gen X and Boomers in Europe prefer fresh, natural, and local foods with fewer unhealthy ingredients. They prefer traditional dishes and drink more water. They choose traditional dishes and drink more water. While some embrace technology, most are cautious about innovations like AI and online food trends.
European Gen Z and Millennials look for products that improve their physical, mental, and emotional health. They focus on ethics and sensory experiences. These consumers enjoy new flavors and exciting fusions, seeking enjoyment and meaning in their food.
Health and Nutrition for Younger Generations
Gen Z and Millennials in Europe often face low self-esteem, mood swings, and difficulties with attention. Product development should include items like energy bites for better focus, relaxing drinks, or plant-based meals that help with mental clarity. Interestingly, Gen Z does not view healthy eating as a top priority. However, they do prefer foods that improve nutrition, such as protein-rich desserts, shareable superfood snacks, or functional drinks.
Format Adaptation for Different Demographics
Gen Z and Millennials mainly live in urban areas. In contrast, Gen X and Boomers tend to reside in suburban or rural settings. This difference highlights the need for brands to change their distribution and packaging. They should provide smaller, portable formats for city residents and larger value packs for those in non-urban areas.
Wellness Important for Young People in Europe
Wellness is a priority for both Gen Z and Millennials in Europe. They prefer foods that support skin, hormone, and heart health, such as vitamin-enriched juices, hormone-friendly snacks, plant-based proteins, and heart-healthy oils. Diet tracking, meal skipping, and intermittent fasting make keto snacks and tailored meal kits very appealing to them.
Plant-Based Trends
In Europe, younger generations lead the way in plant-based diets. They’re motivated by environmental impacts, a concern that older groups also share to some extent. For brands to succeed in the plant-based market, they need to offer products with better taste, texture, value, and simpler, healthier ingredients. Popular choices include whole-food burgers, legume pastas, nutrient-rich plant milk alternatives, premium deli slices, and tofu.
Generational Sustainability
Millennials in Europe care about biodiversity and reforestation. This drives the demand for plant proteins, eco-friendly snacks, and climate-friendly grains. Older consumers mainly want to reduce food waste and meat consumption while looking for local or seasonal products. This creates opportunities for more seasonal produce and snacks made from upcycled ingredients.
Generational Flavor Trends
Boomers and Gen X generally prefer comforting and familiar flavors like chamomile and lavender, as well as comforting dishes such as soup, broth, or porridge. On the other hand, younger generations are open to new food F&B innovations, such as CBD-infused beverages with adaptogens. Millennials and Generation X are also the most willing to try new foods and flavor combinations.
Boomers and Gen X Prioritizing Health
Boomers and Gen X in Europe are more likely than younger consumers to manage diagnosed health conditions. This creates a greater demand for products with lower sugar, fat, or salt. Labels need to be easy to read, clear, and concise. Brands should focus on reliable, minimally processed recipes that use locally sourced ingredients.
Lifestyle-Targeted Marketing
Since older generations are often less active both physically and socially, marketing should highlight products that promote wellness, comfort, and independence without requiring high activity levels. Younger consumers in Europe, however, prefer bold flavors, convenient formats, and experiences that match their fast-paced lifestyles.
Many European Boomers face tighter budgets because of rising living costs and unexpected expenses. They need value-oriented offerings that balance health benefits with reasonable prices and trusted, familiar products at accessible price points to maintain loyalty.
Appealing Across Generations
Europe has the highest average median age in the world, and its aging population is expected to increase. Food and beverage manufacturers need to change their focus from young people to older generations. Brands should emphasize shared values such as affordability, healthy aging, nutritious eating, taste exploration, clean ingredient lists, and eco-friendliness to attract a wider audience. It is also crucial to offer more variety in private labels, as consumers of all ages are dealing with financial pressures.
Wellness Messaging is Key
Brands have plenty of opportunities to connect with consumers across generations through wellness messaging. Similar dietary habits, such as cutting back on sugar, fat, meat, and dairy while boosting fruit and vegetable intake, provide a base for healthy, convenient food that appeals to all. Europeans value price, flavor, nutrition, health benefits, and environmental concerns, suggesting opportunities for beverages made from natural ingredients or hybrids that combine indulgence, health, and ethics.
Generational Health Habits
Over 70% of Millennials, Gen X, and Boomers prioritize healthy eating, preferring natural foods without additives and preservatives. Regular exercise is a top action among Europeans for healthy aging, with 43% adopting this action. This is especially true for Boomers at 56% and Generation X at 46%. More than 30% of Generation Z and Millennials also prioritize exercise. Weight management is important for all age groups. This opens opportunities for offerings low in calories but rich in nutrients.
What’s Next in Generational Trends in Europe?
European food trends are changing to fit the needs of different generations. Retailers will offer more value and own brands to address tighter budgets in Europe. Wellness products will likely focus on bone and joint support for Boomers, as well as sleep and focus aids for younger consumers. Sustainable, plant-based, and ethical products will attract consumers from all generations. Brands will thrive by mixing trendy products targeted at younger consumers with familiar items that appeal to everyone.
This article is based on Innova’s Generational Differences in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.