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.