Gen-Z is Reshaping the Food Industry
The latest in Gen-Z Food Shopping Trends
Gen Z, defined as those born between 1997 and 2012, represents approximately 21% of the U.S. population. According to Nielsen IQ, this generation is projected to have $12 trillion in spending power by 2030. With economic influence, Gen Z is positioning themselves as a dominant force in the food industry. Their preferences are shaped by a fast-paced lifestyle and a strong emphasis on convenience, wellness, and sustainability.
Let’s take a closer look at how Gen Z shops and what drives their food choices.
Social Media Inspired
Social Media is shaping Gen-z's adventurous palates
Social media is a powerful driver of food-trends, introducing Gen-Zers to global cuisines, LTOs, and viral recipes. From Birria Tacos to Crumbl Cookie reviews to “girl dinner,” countless viral food trends have emerged and flourished in Gen Z’s digital landscape. So much so, that social media acts a search engine for Gen-Zers searching for recipes, restaurants, and even nutrition advice. In fact, 2025 survey conducted by Belle Communications reported that 43.7% of Gen-Zers and Millennials turn to social media first for restaurant recommendations, often inspired by influencer marketing and Tik Tok Trends.
Bold Flavors & Global Cuisine
Gen-Z is the most racially diverse generation to date, with 51% of the generation identifying as non-white. This diversity, combined with the global reach of social media, has shaped their adventurous palates by exposing them to a wide array of international cuisines from an early age.
TasteWise reports that Gen-Z gravitates towards adventurous, yet functional ingredient / flavor offerings. They prefer bold flavors such as yuzu, functional foods like protein-rich ice creams, and plant-based diets. In addition to this, Gen Zers have an affinity for global cuisine such as shakshuka as well as creative fusion mashups like Korean- Mexican tacos.
Newstalgia
With a growing emphasis on health and wellness, Gen-Zers are fond of nostalgic comfort foods that are reimagined for modern, healthy lifestyles.
Taste of Tomorrow refers to this as Newstalgia, “It involves reinvigorating old elements, blending enduring trends or concepts with a contemporary twist to offer something entirely new.” Examples of Newstalgic foods include Poppi’s gut-friendly sodas, Barebells’ indulgent protein bars, and Goodles’ high-protein mac and cheese. These products blend familiarity with innovation, appealing to Gen Z’s desire for both comfort food and health benefits.
Wellness and Sustainability Focused
Gen-z gravitates towards functional foods and beverages
Gen-Z's Approach to Wellness
From gut health to cortisol monitoring, Gen Z’ers have been exposed to a wealth of of exposure to wellness trends through social media has shaped their approach to health, encouraging them to seek out functional foods that support both physical and mental health.
A 2023 report by GlobeScan revealed that Gen-Z makes up the largest demographic of vegetarians and vegans, with 27% of Gen-Z embracing plant-based eating habits.
Mental Health
Pacific Oaks College reported that 46% of Gen Zers have reported feelings of depression or hopelessness, solidifying mental health as one of Gen-Z’s priorities. Many have taken a holistic approach, turning to functional foods and beverages to cope with mental health issues.
Innova reported that 25% of Gen Zers have purchased products specifically to improve mood or reduce stress. This has led to a rise in functional beverages like matcha, adaptogen-infused sodas, and mood-boosting supplements such as Ashwagandha.
Sustainability
Gen-Z’s commitment to sustainability and mitigating the effects of climate change plays a big role in their purchasing decisions.
Innova reported that 34% of Gen-Z is concerned for the planet’s health, and 22% believe that sustainability should drive new product innovation. However, it’s important to note that many Gen Zers are navigating early adulthood, entry-level jobs, and tight budgets. Unfortunately, sustainable choices aren’t always financially realistic for this on-the-go generation. This tension between their strong values and having a limited budget is a defining aspect of Gen Z’s consumer behavior.
Sober-Curious
Despite being in their young adult phase of life, Gen-Z has challenged the traditional norms around alcohol consumption, representing a sober-curious generation.
The Spirits Business reported that 65% of Gen Z drinkers plan to consume less alcohol in 2025, compared to 57% of Millennials. With heightened focus on holistic well-being, many Gen-Zers preserving their physical and mental health as their reasoning.
Convenience First
Gen-Z expects speed and simplicity in all aspects of life, including food
While global cuisine is popular amongst Gen-Zers, these recipes are often difficult and expensive to replicate at home, making frozen foods an appealing option for them. Gen-Zers look for products that incorporate intense flavors, global cuisine, and most importantly, are praised on social media. A 2025 study from the National Frozen and Refrigerated Foods Association reported that 50% of Gen-Z uses Tik-Tok for frozen food recommendations. With influencer partnership, grocery hauls, and food reviewers acting as a primary form of inspiration.
Trader Joes related content has remained an especially popular topic on social media, popularizing numerous frozen food products including their Soup Dumplings, Butter Chicken, and Kimbap. These products satisfy Gen-Z’s desire for global cuisine, innovation, and convenience.
Dining Habits
Gen-Z prefers quick-service resturaunts and mobile ordering
Gen Z has grown up in a world of convenience and digital efficiency. From TikTok’s short-form content to Amazon’s rapid delivery service, this generation expects speed and simplicity in every aspect of life, including dining.
TouchBistro reported that 64% of Gen Z eats out at least once a week, while 69% order takeout or delivery weekly. With 36% of Gen-Zers preferring quick-service restaurants, it’s clear that this generation gravitates towards convenient dining experiences. In fact, A survey conducted by Toast revealed that 20% of Gen-Z ranks speed of service as a top dining priority, favoring restaurants that offer innovative menu items and efficient service. Often favoring “build your own” restaurants that simplify customization with mobile ordering such as Chipotle, Cava, and Sweet Green.
As digital natives, this generation embraces technology that streamlines service and reduces unnecessary interaction. Mobile ordering kiosks, delivery services like DoorDash, and self-serve kiosks are not just convenient, they’re an expectation. Restaurants that implement technology that offers loyalty programs, simplifies the ordering process, and minimizes wait times are better positioned to attract and retain Gen Z customers.
