How it works
Data quality
Our audience
Expert support
Features
By Use Case
Brand tracking
Consumer profiling
Market analysis
New product development
Multi-market research
Creative testing
Concept testing
Campaign tracking
Competitor analysis
Quant & qual insights
Seasonal research
By Role
Marketers
Insights professionals
2024 UK media consumption report
2024 US media consumption report
Consumer connection playbook
AI in the shopping experience
Consumer Research Academy
Survey templates
Help center
Blog
Careers
Gen Z is redefining many aspects of US culture, from ways of working to shopping to buying and eating food.
With their unique values and behaviors, this generation is actively driving new trends, particularly around sustainability, health, and the digital tools they use to inform their decisions.
As the market and generation continue to evolve, it’s essential for businesses to understand their approach to food and adapt to their preferences.
We’ve surveyed 1,000 Gen Zers aged 18 to 27 using Attest’s platform to provide relevant insights on these trends.
Current Gen Z food trends show that the majority of this group considers sustainability to be important in their food choices. And many are happy to pay more for sustainable options. Meanwhile it’s taste, price and convenience that are the top factors motivating Gen Z’s food choices.
Figure out your Gen Z customers
Make decisions that turn your Gen Z target audience into loyal customers – get reliable insights with Attest
Now let’s get into the meat/meat substitute of the Gen Z food insights…
Sustainability is no longer just a buzzword – it’s a core value for Gen Z when they’re thinking about food purchases. This generation is deeply concerned about the environmental impact of their food choices, and sustainability is considered important by over 70% of Gen Z respondents.
From plant-based diets to supporting ethical sourcing, Gen Z consumers are actively seeking products that align with their desire for a greener future.
Whether for health reasons or environmental concerns, plant-based eating is on the rise. 13.7% of Gen Zers are actively following vegetarian, vegan, or flexitarian diets, seeking alternatives to meat and dairy that are both nutritious and sustainable. It’s notable though that the largest single group from our data chose ‘None’ as their specific diet.
Conscious of the waste crisis, Gen Z tends to support companies that use sustainable packaging or tackle food waste issues. One in four (24.8%) say this is one of the most pressing issues the food industry should address – coming in behind cost, food safety and obesity.
Whether it’s fair-trade coffee, organic produce, or cruelty-free meat, Gen Z looks for transparency in how their food is sourced.
Nearly two out of three Gen Zers (61.3%) are more likely to pay more for a product that is sustainable or ethically sourced.
It’s no surprise that Zoomers are heavily reliant on social media for discovering food trends, products, and even restaurants. Platforms like Instagram, TikTok, and YouTube are central to how they explore new cuisines, review food products, and even learn how to cook.
Over 70% of Gen Zers like finding food content on social media channels, which aligns with the idea that social media creators and brand pages wield significant influence over what this generation eats.
Here we see a gender divide in how this generation uses social media. Over three-quarters (77%) of females strongly agree that they like finding food content on social media compared to 65% of males, indicating that females may be more engaged with digital food content.
From cucumber salads to whipped coffee, to feta pasta, TikTok garners the highest percentage of foodie Zoomers, with over 50% of Gen Zers looking for food related content on the app.
This is followed by Instagram (43.1%) and YouTube (42.7%). And when we look at the gender split, we see that 59.0% of females look for food content on TikTok. And while females use Instagram at a similar level (43.6%), their YouTube use drops to 33.1%.
With their digital savviness and the virtual world at their fingertips, Gen Z is much more likely to be aware of and try different food trends.
Of those we polled, 84% have tried at least one food trend in the last year with dairy alternatives being the most popular (38.1%), with women trying this at a significantly higher rate than men (44.1% women vs 31.9% men).
Other top trends were functional foods or drinks (e.g. foods with added health benefits like probiotics, adaptogens) which 1 in 3 tried in the last year and meal kits and delivery services (22.8%).
In addition to sustainability and social media’s influence, Gen Z is highly focused on making conscious food choices that support their personal health and wellness.
65% agree that their generation has greater concern about the healthfulness and nutrition of food choices than other generations. They are also open to exploring new cuisines and unique flavors which provides a unique opportunity for product innovation.
Foods with added health benefits, such as probiotics, adaptogens, or high-protein snacks, are especially appealing to Gen Z with one third of the group trying these trends over the last year. They want food that supports overall wellness, whether it’s for better gut health, mental clarity, or sustained energy.
As opposed to the heydey of diet culture, Gen Z tends to have a more holistic, inclusive, and informed approach to food with 75% always looking to learn more when it comes to food purchases.
The top choices when it comes to healthy foods rank as those defined as ‘all natural’ (26%), ‘fresh’ (26%), and a ‘good source of protein’ (25%)
Unsurprisingly, ‘taste’ and ‘cost’ are the biggest motivators in Gen Z’s food choices and half of respondents agreed that the cost of food is a top pressing issue that the industry needs to address.
Over 3 in 4 of Gen Z believe that the food and beverages they consume has an impact on their overall mental/emotional well-being with women believing it has a significant impact. This extends to the fast food sector as 3 in 5 agree they are eating less fast food.
They are also looking to explore and expand their pallet with close to 3 in 4 looking for meals with unique flavors or different cuisines. Gen Z love trying new types of cuisines and foods.
Here are some other studies and guides to help you on your journey to gathering Gen Z customers:
Understanding how your Gen Z target customers think, act and buy is key to making decisions that put your brand ahead of your competitors. Getting to grips with your target customers’ behavior lets you:
Attest gives you the platform you need to do all of this. Here’s some of what you can do with Attest to figure out how to win with your Gen Z customers:
For consumer brands in the food industry, Gen Z’s influence cannot be ignored. Their commitment to sustainability, reliance on social media for food discovery, and focus on personal wellbeing are continuing to shape the future of food.
To succeed with this demographic, brands like yours must embrace social media engagement, health-focused products, and eco-conscious practices.
Understanding and adapting to these preferences is key for staying relevant in a market that is increasingly driven by this influential generation. As Gen Z continues to rise in purchasing power, their impact on food trends will only grow, making it essential for brands to listen, adapt, and innovate to meet their needs.
For this research we surveyed 1,000 Gen Zers aged 18 to 27 in the United States in September 2024 using Attest’s platform. We asked questions about their food preferences and consumption habits, as well as how they access food-related content online and on social media.
Senior Customer Research Manager
7 min read
10 min read
6 min read
Fill in your email and we’ll drop fresh insights and events info into your inbox each week.
* I agree to receive communications from Attest. Privacy Policy.
You're now subscribed to our mailing list to receive exciting news, reports, and other updates!