Understanding Gen Z’s Food Trends: 4 Strategic Implications for Consumer Brands

Gen Z is not just a new generation of consumers, it is a cultural shift with long-term impact on the food and beverage industry. Born between 1997 and 2012, these digital natives have grown up in a world shaped by instant access to information, cultural diversity, economic volatility, and social awareness. Their expectations around food, health, values, and identity are reshaping what it means to develop, market, and sell products in the consumer packaged goods (CPG) space.

At DataSense, we analyze behavior through structured market research, not assumptions. This article presents four strategic implications for CPG brands based on insights from How Gen Z is Eating and Drinking, a report by Morning Consult, and supported by our own analysis of behavioral patterns and brand opportunities. Whether you're developing a new product or repositioning an existing one, these Gen Z food trends can help guide smarter, more relevant decisions.

1. Healthy Means Holistic

For previous generations, “healthy” often meant fewer calories, low fat, or high protein. For Gen Z, health is a broader, more complex idea that incorporates mental well-being, sustainability, social values, and emotional connection.

This generation is more likely to equate healthy eating with balance, flexibility, and personalization rather than restrictions. They look for brands that understand food as fuel for the body and the mind. A snack that supports energy and focus is just as important as one that is labeled gluten-free or keto.

Additionally, Gen Z is the most eco-conscious generation to date. Health is not only personal, it is also collective. Packaging, sourcing, animal welfare, and carbon footprint all influence whether a food item is perceived as truly “good.” Brands that take shortcuts with transparency will lose credibility quickly.

For CPG brands, this shift requires a complete reassessment of how wellness is communicated. Messaging should be transparent, inclusive, and focused on how the product fits into a lifestyle rather than a diet. In market testing, it is important to explore not only taste and nutrition but emotional relevance and ethical alignment.

2. Global is the New Local

One of the most distinctive traits of Gen Z is their global palate. Influenced by social media, travel content, and multicultural environments, Gen Z is highly open to bold, diverse, and even unconventional flavors.

They are excited by international cuisine, fusion recipes, and regional authenticity. What used to be considered niche, like ube, gochujang, or tajín, is now part of their normal food vocabulary. This trend challenges the traditional development cycle where companies focused only on “safe” mainstream flavors for mass appeal.

Flavor innovation must now be bolder and more inclusive. Testing those flavors should include diverse consumer panels that reflect real market interest, not outdated demographic assumptions. For brands developing new SKUs or limited-edition offerings, cultural relevance must be paired with respectful research and thoughtful execution.

Gen Z appreciates when brands explore diversity authentically. Cultural storytelling matters, especially when it is built into the packaging, brand voice, and social presence. Partnering with creators from diverse backgrounds or showcasing real cultural roots can elevate trust and excitement.

3. TikTok is the New Taste-Maker

Gen Z discovers food through screens. TikTok, Instagram, YouTube, and even Discord communities play a major role in shaping what’s trendy, craveable, and worth trying. From food hacks to aesthetic packaging reveals, the journey of discovery is as important as the product itself.

Short-form video has become a virtual tasting experience. If a product looks good on camera, sparks curiosity, or offers a surprising experience, it gains traction fast. On the other hand, products that do not resonate visually or lack a shareable element often struggle to break through.

Product teams need to collaborate more closely with marketing when developing items for this generation. Packaging, color, texture, and function are all part of the appeal. Market testing should include digital-first focus groups, mock social content, and virality potential.

This is not a call to chase trends blindly. It is about understanding the emotional drivers behind digital behavior. Curiosity, humor, nostalgia, self-expression, and aesthetic pleasure are major motivators that can be measured and translated into actionable insights.

4. Sensory Still Matters

Despite being digital natives, Gen Z highly values sensory experiences. Touch, taste, smell, and sound play an important role in how they evaluate a product. They seek real-world satisfaction that aligns with their online exploration.

Sensory testing is still essential, especially in categories like snacks, beverages, dairy alternatives, or frozen meals. Texture, crunch, fizz, melt, or chew are not just functional attributes. They are emotional triggers. A gummy that melts too fast or a cookie that lacks crunch can lead to dissatisfaction regardless of flavor quality.

In-person testing, particularly when it is designed to be experiential and engaging, can provide rich insights. At DataSense, we design bilingual sensory panels that blend traditional testing protocols with real-life scenarios and contextual cues. We also support online hybrid studies that combine behavioral analysis with sensory preferences to achieve scale without sacrificing depth.

What This Means for CPG Brands

Gen Z is not just a new demographic. It is a shift in mindset that is influencing product development, communication, and brand trust at every level. Brands that want to connect with this generation must be willing to experiment, adapt, and research with honesty and depth.

At DataSense, we work with marketing directors, product developers, and R&D teams to translate generational insights into real growth strategies. If you are launching a new product, repositioning a classic, or trying to understand Gen Z’s evolving expectations, we can help you ask the right questions and get the right data.

Contact us to explore our sensory testing programs.

Source: How Gen Z is Eating and Drinking – Morning Consult, 2025.