Gen Z takes ‘you are what you eat’ to new heights, trend report says

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Gen Z takes ‘you are what you eat’ to new heights, trend report says

13 Jun 2022

Liz Goodwin

Liz Goodwin is a Texas-born journalist and photographer. Although a Southerner at heart, she fell in love with the Midwest at the University of Missouri where she earned her bachelor's of journalism. When she’s not writing or behind a camera, she loves to cook, find new restaurants, and spend time outside. Her favorite baked goods include croissants and crackers, especially when topped with fig jam and brie.

NEW YORK — Today’s consumers are avid food lovers, but new research says Gen Z takes the cake when it comes to identifying as foodies.

According to a new report from Cassandra, an insights and strategy group focused on trendsetting young consumers, members of this generation have an elevated drive to experiment with food and explore the world through their taste buds. Social media platforms like TikTok have a huge hand in that, supercharging a shift toward more holistic attitudes when it comes to not only the taste and calories of a treat, but also the morality of a product.

The report, titled “Young & Hungry,” utilizes responses from more than 1,500 young US and UK consumers ages 14-34. It unwraps how young people are consuming food and food content, what they’re cooking, and how they’re making food choices and finding inspiration.

The findings illuminated that Gen Z values food in an entirely different way than other generations, with more than half of respondents saying that what they eat is indicative to who they are as a person. They are less concerned with the morality of foods being “good” or “bad” as far as caloric intake but are more focused on what foods do for nutrition and mental health. Forty-seven percent of the Gen Z consumers surveyed said that in the next few years, they will be prioritizing more mental health focused eating. However, 25% of the generation still views diet culture as a modern trend.

“Gen Z is truly leaving its mark on everything it touches, and the food industry is no exception,” said Kathy Sheehan, senior VP at Cassandra. “Gen Z is changing the face of the industry, putting a greater emphasis on a holistic approach to food and using it as a way to express themselves. As a result, the industry is growing, and Gen Z has become its coveted but elusive audience. A question still lingers: where can Gen Z be reached and it is looking more and more likely that they are turning to social media, TikTok in particular, to explore this newfound love for food?”

The social media platform has transformed the landscape of content creation, providing new channels for digital marketing and beyond. It’s influence on the world of food is undeniable: 53% of Gen Z respondents say they find inspiration for new foods through the platform. Major food companies are developing new product lines based on movements on the app, and food influencers can give products and recipes viral stardom overnight.

As the way Gen Z views food has an increasingly important role in marketing and product development, food producers should take notice and shift their strategies accordingly.

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