Taste of tomorrow
Gen Z's plans for the future of food
Imagine a group of young people standing at the threshold of the future. They’re not in a rush, but they’re not dawdling either. They move with intent, making each choice a small but significant gesture towards the world they want to live in. This is Gen Z, and they represent how the world will eat and drink tomorrow. So what are they thinking?
A young person in Germany browses the aisles. She picks up a box of plant-based protein, turns it over in her hands, and reads the label carefully. She’s part of a generation that’s 200% more likely to choose high-protein or vegan diets than the folks who came before. For her, she wants it to taste good, but also needs to know where it came from, how it was made, and whether it’s part of something bigger — something that stands a chance of leaving the planet a little better off.
Brands that embrace this mindset, making sustainability a core part of their offering, will stand out and be more present in the lives of this new generation by finding new space in their hearts and minds. For this cohort of shoppers, the number is striking: 41% of her meals are chosen for convenience, but almost always with an eye on sustainability. The companies that get this right, that weave these values into their products, will earn a place in her cart — and her life.
GenZ move with intent, making each choice a small but significant gesture towards the world they want to live in.
Health and convenience
Meanwhile, a Gen Z-aged man opens his fridge and scans the shelves. He’s got 20 minutes to make dinner before he’s off to his next thing. For him, meals are about getting the balance right. He wants it fast, sure, but not at the cost of health. Three-quarters of his generation are doing the same — preparing meals in under 20 minutes, usually sticking to just two or three ingredients. He reaches for something simple and nutritious, something that fits into his day without slowing him down. If a brand can offer him that, they’ve potentially got a fan for life.
Appetite for innovation
Across the channel, in a cozy flat in the UK, a student sits down with a snack. But this isn’t the same old crisps or biscuits. No, she’s opted for a chocolate-based dessert. Meanwhile, in Spain, her peers are slurping up noodle pots, drawn by their bold flavours and the ease of preparation. For Gen Z, brands that dare to be different, offering products that stand out with a fresh twist, will find new opportunities to be more present in their everyday consumption moments. Gen Z is curious, eager to try new things, to add a little adventure to their meals. Helping them have that adventure is key.
Understanding Demand Moments
But it’s not just about what they eat — it’s about when and why. Even the ice cream category looks different for this group. In Germany, the “Simple & Healthy” moment in the ice cream category stands out at 14% for Gen Z, not far behind those who just want to enjoy the treat from their sofa. In other words, ice cream can be a simple treat, but it also needs to have healthier attributes to appeal to Gen Z. Brands that can meet this demand, offering indulgence with a healthy twist, will find new space in the routines of this younger generation. It’s in these moments that the connection happens. Each category and country looks a little different.
Balancing affordability and sustainability
Here’s where it gets even trickier. Gen Z is careful with their money. They’ve grown up in uncertain times, and they know the value of a good deal. But they also care deeply about the world. They want products that reflect their values — sustainable, ethical, responsible — but they can’t always pay a premium. The brands that offer quality and ethics without breaking the bank, will win their loyalty.
So here they are, Gen Z, with their shopping lists and big ideas, quietly steering the future of food. They’re not making a lot of noise, but every choice is a step toward a world where meals go beyond sustenance. It’s a world where what we eat says something about who we are, where we’re going, and how we want to get there. And the brands that walk this path with them, that listen and respond, will find themselves in good company as we all move towards that future.
Gen Z is careful with their money. They’ve grown up in uncertain times, and they know the value of a good deal. But they also care deeply about the world.
