Gen Z food trends: what today’s young US consumers want

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.

TL;DR Gen Z food trends

Sustainability, health, social media, and the desire for more exciting food are driving Gen Z food trends.

• Sustainability matters — 74% value it, and 62% will pay more for ethical, sustainable food
• Social media drives discovery — 73% use platforms to explore food, 85% have tried at least one viral trend
• Health equals wellness — 79% believe diet affects mental wellbeing, and 64% say GenZ cares more about health than other generations
• Plant-based diets are growing — 14% follow vegetarian, vegan, or flexitarian diets
• Bold flavors win — taste (71%) motivates food choices more than anything else, and 3 in 4 seek unique flavors and new cuisines
• Price and food safety are the most pressing issues — but waste and additives are rising as pressing issues 

Key takeaway: Gen Zs care about sustainability, discovering new foods, and health. Brands that deliver on these — plus taste and affordability — win their loyalty.

Sustainability at the heart of Gen Z’s food preferences

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 — 73% of Gen Z respondents consider sustainability important, and 62% will pay more for products that are sustainable or ethically sourced. 

From plant-based diets to supporting ethical sourcing, Gen Z consumers are actively seeking products that align with their desire for a greener future.

Key sustainability concerns for Gen Z

Plant-based diets

Whether for health reasons or environmental concerns, plant-based diets are on the rise: 16% 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’ (39%) as their specific diet.

Reducing food waste

Conscious of the waste crisis, Gen Z tends to support companies that tackle food waste issues. 

One in four (25%) say this is one of the most pressing issues the food industry should address – coming in behind cost and food safety.

Ethical sourcing

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 (62%) are likely to pay more for sustainable or ethically sourced products.

Social media as Gen Z’s food guide

It’s no surprise that Zoomers are heavily reliant on social media for discovering food trends, products, and even restaurants. 

Platforms like TikTok, Instagram, and YouTube are central to how they explore new cuisines, review food products, and even learn how to cook.

How social media is shaping Gen Z’s food choices

Food influencers and creators

Three in four Gen Zers enjoy finding food content on social media, aligning 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 say that they like finding food content on social media compared to 68% of males, indicating that females may be more engaged with digital food content.

Viral food trends

From cucumber salads and feta pasta to whipped coffee and beyond, TikTok garners the highest share of foodie Zoomers, with over half (53%) of Gen Zers seeking food-related content on the app. 

This is followed by Instagram (40%) and YouTube (39%). Looking at the gender split, we see that 63% of females look for food content on TikTok compared to 53% of males. 

Males and females use Instagram similarly (41% vs. 40%), but males use YouTube more (46%) than females (33%) to find food-related content.

Willingness to try new things 

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, 86% have tried at least one food trend in the last year. Dairy alternatives are the most popular (35%), with women trying them at a significantly higher rate than men (40% vs. 30%). Followed by local and organic foods (33%).

Another top trend was functional foods and drinks (e.g., foods with added health benefits like probiotics and adaptogens), which nearly 1 in 3 (31%) tried in the last year.

Conscious choices: health, wellness and inclusivity

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. 

63% 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.

What this means for food companies

Functional foods

Foods with added health benefits, such as probiotics, adaptogens, or high-protein snacks, are especially appealing to Gen Z, with nearly one-third (31%) 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. This – combined with a trend towards dairy alternatives, locally-produced food and organic products – highlights just how health-conscious this cohort is. What’s more, 77% say they wish there were more healthy foods available.

Defining healthy

In contrast to the heyday of diet culture, Gen Z tends to take a more holistic, inclusive, and informed approach to food:

• 51% always research food products online before buying
• 54% always check the ingredients of the food

The top choices when it comes to healthy foods rank as those defined as ‘all natural’ (27%), ‘fresh’ (26%), and a ‘good source of protein’ (26%).

The basics

Unsurprisingly, ‘taste’ (71%) and ‘cost’ (63%) are the biggest motivators in Gen Z’s food choices, and half of the respondents agreed that the cost of food is the #1 issue that the industry needs to address, followed by food safety and food waste.

Food = health

Over 3 in 4 Gen Zers (79%) believe that the food and beverages they consume affect their overall mental/emotional well-being.

This feeling extends to the fast food sector. Of those who said food and beverages have a significant impact on their mental/emotional well-being, 3 in 5 say they are eating less fast food.

Adventurous palate

Gen Zers continue the trend of culinary exploration — with 82% seeking new cuisines and 79% looking for meals with unique flavors.

The takeaway for brands: adapt or get left behind

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.

With Attest, you reach 150+ million customers across 59 countries and get insights in hours. It’s never been easier to test concepts, validate messaging, and stay ahead of Gen Z trends.

Looking for more insights on Gen Z consumers?

Here are some other studies and guides to help you on your journey to gathering Gen Z customers:

• Is ‘newness’ important to Gen Z in food and drink products?
• How brands can win the trust of Gen Z