Healthy eating is a key trend in food and beverage. From functional foods to clean label, consumers want health and they want it now. The encroaching prevalence of GLP-1 will also no doubt have an impact on this.
Gen Z are at the forefront of such changing food habits.
Conventional wisdom suggests that while older consumers may be set in their ways, youngsters are more inclined to embrace the shifting sands of change, with food and beverage being no exception. How true is this?
Do Gen Z’s intentions and behaviours align?
Gen Z may talk the talk about healthy eating, but their intentions don’t necessarily align with their eating patterns, suggests Jonny Forsyth, director of Mintel food and drink.
“Gen Z have been brought up to eat and drink healthily, but while their intentions are ‘good’, their behaviours are ‘bad’ – at least for eating,” he explains.
Social media may have impacted this, he suggests. “They are also surrounded by social media, with short videos of gorgeous dishes, and have used treats as a coping mechanism since COVID-19.”
This is borne out in the data. In France, according to Mintel’s data, only 26% of older Gen Z (aged between 18 and 24) eat the recommended amount of fruit and veg a day, compared to 48% of over 55s.
Outside of Europe, the picture is similar. In Australia, for example, 43% of older Gen Z claim to eat healthily most of the time, compared with 60% of over 55s.
However, despite these eating habits, the data suggests that intentions are more positive, In Germany, for example, 60% of older Gen Z (16-27) check nutritional labels before eating, compared to 48% of Gen X or older.
In the US, a mere 6% of older Gen Z do not put effort into healthy eating.
According to Mintel’s Forsyth, the key to accessing the Gen Z market is in vibes, rather than calories.
“Brands need to prioritise taste and, where relevant, target a ‘sweeter tooth’. But brands will find a willing market for low sugar/fat or vegan treats that reduce Gen Z’s guilt, especially if such treats are packaged up, literally, in feel-good branding. Big legacy brands can also create feel-good vibes by riffing on the ‘future nostalgia’ trend,” he suggests.
