In a marketplace buzzing with competition, capturing the attention of Gen Z has become the new battleground for food and beverage manufacturers. This digitally savvy and values-driven cohort demands more than just taste; they seek products that align with their deep-rooted preferences for health, sustainability, and authenticity. The quest to attract Gen Z is not just about the product itself but about crafting experiences that resonate with their lifestyle and values.
Gen Z has a Clear Preference for Healthy and Sustainable Options
In general, they place a big emphasis on health and wellness. They prefer foods that are not only “physically” healthy but also beneficial for their mental and emotional well-being. This includes a preference for:
- Functional foods: They are more likely to consume functional food and beverages that offer additional benefits, such as energy, hydration, immunity and collagen amongst others.
- Non alcoholic movement: Trends indicate that Gen Z are drinking less alcohol than previous generations, with a growing interest in non-alcoholic, inclusive options for social occasions. Beyond sparkling water and juice.
- Plant-based foods: Many in Gen Z opt for vegetarian, vegan, or flexitarian diets, focusing on the health benefits and environmental impact of their food choices. TikTok is filled with recipes!
Gen Z craves Authentic Indulgence
Despite their health-conscious tendencies, Gen Z does not shy away from indulgence. However, their indulgence often comes with a preference for authenticity, quality, and unique experiences:
- Quality over quantity: When indulging, Gen Z tends to prioritize the quality and authenticity of the experience. They are willing to spend more on premium products or artisanal treats that offer a unique or authentic experience. Fix Desserts Chocolatier is a great example of this!
- Social and experiential consumption: Indulgence is often tied to social experiences or exploration of new cultures and cuisines. Food festivals, themed cafes, and trendy restaurants are particularly appealing.
Gen Z is Heavily Influenced by Digital Media and Technology
- Social Media Trends: Food and beverage choices are often influenced by trends on social media platforms like Instagram and TikTok. Gen Z is drawn to visually appealing, ‘Instagrammable’ food and drinks.
- Online Reviews and Recommendations: They rely heavily on online reviews, influencer recommendations, and peer feedback when choosing where to eat or what products to buy.
- Brand Relationships: They seek authentic engagement, transparency from brands. Loyalty is earned through quality, ethical practices, and social responsibility. Paid ads are not working for Gen Z!
Gen Z has a Strong Preference for Convenience and Customization
- Convenience: With their fast-paced lifestyles, Gen Z values convenience highly. This leads to a preference for quick-service restaurants, food delivery apps, and ready-to-eat meals. Air fryer is particularly common amongst Gen Z, great opportunity for brands to tailor new products for use in the air fryer!
- Customization: They appreciate the ability to customize their orders, whether it’s at a coffee shop or a fast-food restaurant, to fit their dietary preferences and tastes. Coffee and smoothies are doing this the best, great opportunity for other categories to give Gen Z consumers this option as an expression of their individuality.
Gen Z values Novelty, Experimental and Diverse Taste Adventures
- Adventurous Eaters: Gen Z is more likely to experiment with new and international cuisines, seeking out unique and authentic dining experiences. They love trying new food and beverages, very open to new dining experiences like dining in the dark, limited edition, mystery flavors etc.
- Snacking: This generation tends to favor snacking over traditional meals, with a preference for snacks that are nutritious and provide energy. They are re-defining snacking with mindfulness, combining healthy with indulgence. Protein bars great examples of this!
In conclusion, attracting Gen Z consumers requires more than just a product; it demands a story, a purpose, and an experience that aligns with their world view. By embracing the values of health, sustainability, and authenticity, F&B manufacturers can forge lasting connections with this generation, turning the challenge of engagement into a cornerstone of success. As we look into the future, the brands that will thrive are those that see Gen Z not just as consumers, but as partners in shaping a healthier, more sustainable world.