All About Gen Z

More spending power means more influence on the market. As older Gen Z consumers are entering the job market and younger Gen Z consumers are getting more say in their household food purchases, the food industry is only just beginning to see how this generation’s preferences will shape existing trends and drive new ones.

For the longest time, brands used to ask our experts what they needed to know about Millennials. But now it’s time to start getting to know Gen Z consumers, what they expect from brands, and what foods and flavors they are craving. Keep reading for our experts’ insights into appealing to the Gen Z consumer.

It’s Not Just About Food

Gen Z is perhaps the most socially conscious generation we’ve seen in a long time. This generation is all about activism, social justice, and change, which makes sense given the complex political and social challenges their generation has already been faced with. The causes near and dear to Gen Z consumers’ hearts are always going to be top of mind for them.

It’s no surprise, then, that they expect brands to take an active role in bringing about change too. They will reward brands that support important causes and share the same values that they do. So, for Gen Z consumers, it’s not just about the food products. It’s about trying to make the world a better place, and brands that can give back in a way that feels authentic to these consumers will win over their loyalty.

Climate change is, of course, a major concern for this generation. As a result, they are especially focused on finding products that are sustainable or that support sustainability initiatives. Food brands that reduce waste, like those that use “ugly” produce to make snacks or offer reusable packaging, are going to be attractive to Gen Z. Brands should make it a point to communicate how they are engaging in pro-environmental behaviors, as Gen Z consumers are particularly interested in knowing how their favorite brands are reducing their carbon footprint.

Embracing Variety and the Unexpected

Unlike older generations, Gen Z consumers are not happy eating the same things over and over again. They grew up with more product variety in their homes than previous generations, and as a result, they expect brands to be constantly innovating to introduce them to something new.

When it comes to Gen Z, LTOs are going to be where it’s at. This makes a lot of sense given the role that social media plays in these consumers’ lives. They grew up with social media, and many aspects of their lives are influenced by and even intertwined with what they see and do on social media. Products go viral on social media, seeing a short-term boost. That’s what these are consumers are used to, meaning that limited edition food items that can generate a lot of buzz in a short amount of time are going to be what these consumers seek out.

Gen Z is also the most diverse generation, and they place a huge value on being able to experience – and appreciate – the foods and flavors of other cultures. This generation is showing signs that it will be even more adventurous than Millennials. As a result, brands should focus their innovations around the most exotic cuisines, ingredients, and flavors to give Gen Z consumers something to get excited about.

More than anything, Gen Z consumers want to differentiate themselves from previous generations. This includes eating differently than previous generations. They’re all about trying something totally unique and different, wanting to set the trends and explore the unexpected. When it comes to Gen Z, food brands should not shy away from bold flavors, surprising flavor combinations, and vibrant colors.

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