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The Generation Z Palate.

Food in America is evolving rapidly, and Generation Z is growing up in the midst of the shift. The new landscape guides preferences and plays a tremendous role in day-to-day decision-making regarding food. Now more than ever, marketers need to be aware of these trends and changes, and adapt to meet the needs of the next big consumer.

Understanding this consumer’s food behaviors and patterns is essential for businesses, and in order to reach this unique demographic it’s important to strike a balance between sustainability, culture, health and convenience.

Sustainability

Environmental education has helped this group ask critical questions – from how their food is grown to how it is thrown away. Growing up learning about global warming and the importance of sustainable food practices, teens and tweens are drawn toward foods that are natural and organic, and practices that are humane and transparent. The smaller the impact on the earth, the better.

Foodie Culture

Thanks to food-focused television shows, social media and the rise of celebrity chefs, there is a growing appreciation for and enjoyment of food. Even the youngest members of Gen Z have adopted a love for cooking and are eager to try new cuisines and get messy in the kitchen. And if it includes exotic dishes with recipes and photos on Pinterest, even better!

Health and Nutrition

Teachers, parents and coaches have been a large influence in shaping nutritional choices for this next generation. This group is saying goodbye to additives and sugar and hello to high protein and healthy fat. Junk food hasn’t disappeared completely, however, with Gen Z still indulging in “unhealthy” options – it’s hard to say no all the time.

Convenience

This group is always on the go and seeking convenient food options, but not necessarily at the expense of taste, healthfulness or wow factor. Gen Z is not confined by the traditional meal; instead you can find them snacking on granola bars or ordering something quick and to-go on their iPads.

The more we understand this consumer and their food habits, the more likely we are to better serve them in the future. To learn more about Generation Z or food trends, send us an email.