Are Gen Z Changing How We Eat? A Guide for Food & Beverage Businesses

Gen Z, the illustrious generation born between 1997 to 2012, have been secretly redesigning the food and beverage industry with their unique preferences and values. As digital natives with a flair for technological advancement, it was predestined that they would make their own stamp on the world of food and drink.

This generation’s approach to food is multifaceted, blending health consciousness, sustainability, and a strong desire for authenticity. But their preferences also reflect a shift in values that is upending traditional industry norms, prompting businesses to rethink their product offerings, marketing strategies, and operations.

As we kick start 2025, this blog offers a guide for digital food & beverage businesses looking to attract a more loyal Gen Z customer base.

Health-Conscious Consumption

Believe it or not, social media is influencing how younger generations view food. They are taking more time to understand the nutritional value in the products they consume, prioritising their gut health and foods that are all natural. This shift is not just a passing fad but a fundamental change that will have lasting implications on the food and beverage industry.

This shift in mindset aims to focus on holistic wellness, understanding how food and drink impacts our mental health, energy levels and sleep quality to name a few. Simultaneously, Gen Z maintains a strong desire for indulgence, creating a seemingly paradoxical demand for products that are both nutritious yet exciting. In fact, Chris Van Tulleken’s bestseller Ultra Processed People has become a hit with this new health-conscious generation and is just one example of how mainstream media is influencing shopping behaviours, and businesses have no choice but to adapt.

To meet these demands, businesses should prioritise transparency in labelling, highlighting health benefits, and investing in clear, concise marketing strategies. This includes communicating the specific nutritional advantages of products and focusing on natural, clean ingredients.

Sustainability: The Non-Negotiable Demand

Sustainability is another core value driving Gen Z's food choices. This concern for the environment extends into the digital food & beverage world and into ethical sourcing, supply chain transparency, and a preference for locally sourced ingredients. As a result, brands are being held to higher standards of corporate responsibility and environmental stewardship.

Gen Z demands supply chain transparency, a commitment to eco-friendly practices, and a preference for locally sourced ingredients. Brands that meet these expectations—whether through sustainable packaging, ethical sourcing, or reducing their carbon footprint—will grow stronger connections with future generations.

One way to enhance sustainability efforts is by leveraging emerging technologies like blockchain, which can improve traceability and ensure the ethical sourcing of ingredients. Consumers are increasingly looking for proof of these efforts, and a brand's ability to demonstrate its commitment to the environment will be a key differentiator.

On-Demand Convenience: Food That Fits Their Fast-Paced Lives

Gen Z’s lifestyle demands speed and convenience, and the food and beverage industry is responding. This generation is quick to embrace technology, particularly when it comes to online ordering and delivery services. For Gen Z, food isn't just something to eat; it's an experience that should fit seamlessly into their fast-paced, on-the-go lives.

As a result, demand for convenient, healthy meal options is skyrocketing. Gen Z seeks out quick, nutritious foods that don't compromise on quality or flavour. Businesses should focus on streamlining their digital presence and optimising e-commerce platforms to cater to these needs. Additionally, investing in ghost kitchens or virtual restaurants can help meet the increasing demand for delivery-only food concepts.

Technology: The Power of Digital Transformation

Technology is not just shaping Gen Z’s food preferences—it’s also transforming the entire food and beverage industry. Gen Z’s comfort with digital tools, social media, and e-commerce has pushed businesses to adopt new technologies at an accelerated pace.

Particularly, the use of artificial intelligence (AI) to enhance operational efficiency, customer insights, and personalised marketing is on the rise. AI is helping companies predict trends, optimise inventory, and even develop new products based on consumer data. Additionally, cloud migration enables businesses to scale more efficiently, gaining flexibility and improving agility in response to rapidly shifting consumer demands.

For businesses to remain relevant, embracing digital transformation is no longer optional—it's essential.

Experiencing the World Through Food

In 2025, we have the world at the click of a button. This is impacting people’s food choices with a surge in global flavours, fusion cuisine, and bold new taste experiences. Younger generations aren’t just interested in the basics—they want to explore new flavour profiles, experiment with exotic combinations, and dive into authentic cultural experiences through food.

For brands, this means an opportunity to innovate. Gen Z is drawn to products that feature exotic ingredients or unique, bold flavour combinations. Partnering with international chefs, food influencers, TikTok chefs or cultural experts can provide the authenticity and excitement that Gen Z craves.

More than just flavour, Gen Z values the story behind the food. They seek out brands that align with their personal values—whether that’s sustainability, inclusivity, or transparency. Sharing the origins and craftsmanship behind products will resonate deeply with this generation, who places authenticity above all else. Social media platforms have transformed food into a form of entertainment and self-expression. Visually appealing, "Instagrammable" dishes and viral TikTok food challenges have become powerful influencers of food trends.

Final Thoughts

For brands looking to thrive in this new era, it’s clear that aligning with Gen Z’s values—health, sustainability, convenience, and authenticity—is essential. The businesses that succeed will be those that not only meet these demands but also anticipate future trends and adapt with agility and foresight.

By understanding and responding to these shifts, food and beverage companies can tap into the immense potential of Gen Z and position themselves for long-term success in an ever-evolving marketplace.

For more industry discussions join us in London at Digital Food & Beverage from the 4th to the 5th of March. Download the agenda now to see what we have in store!