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.

In a nutshell: What did this research reveal about Gen Z food 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. 

Now let’s get into the meat/meat substitute of the Gen Z food insights…

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, 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.

Key sustainability concerns for Gen Z

Plant-based diets

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.

Reducing food waste

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. 

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 (61.3%) are more likely to pay more for a product that is sustainable or ethically sourced.

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 Instagram, TikTok, 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

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.

Viral food trends

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%. 

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, 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%).

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. 

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.

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 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.

Defining healthy

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%)

The basics

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. 

Food = health

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.

Adventurous palate

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. 

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

How Attest can help you gather insights on your 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:

1. Define your most valuable customers
2. Understand purchase barriers and drivers
3. Find the right marketing channels

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:

• Compare customer segments side-by-side
• Keep your insights costs straightforward with flat audience costs
• Localize surveys for each of your markets. 
• and more…

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.

Research methodology

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.