What Gen Z Food & Beverage Preferences Mean for Your Next Product Launch

According to Tastewise data from over 1 million consumers, 6.6 million social posts, and 6.2 million recipes, Gen Z food & beverage preferences are shifting faster than any generation before them. The top Gen Z consumer needs right now? Tasty (9%), mood boosting (7%), and healthy (5%). These numbers reflect a generation craving excitement—but also balance. What drives these needs is a whole other conversation. 

And while the visuals matter (hello, Instagrammable lattes), flavor still rules. 

“Gen Z loves new flavors, really exciting, new, colorful, vibrant flavors,” said Brian Jackson, senior strategy manager at Coca-Cola, speaking to Restaurant Dive. 

That said, most Gen Z consumers still lean on familiar tastes—only 12% say they actively seek out totally new ones. In other words: don’t fix what isn’t broken—just remix it.

Familiar flavors are still winning

Let’s talk real trends. Gen Z food & beverage preferences continue to center around high-performing dishes like chocolate, cake, pasta, and tea. But look closer and you’ll see a split: comfort staples (pizza, rice, beer) are already mature, while dishes like espresso tonics, Thai curry, and crookies are emerging. Meanwhile, items like boba, birthday cake, and cheeseburgers are fading fast.

Want to stand out? Push early-stage innovation with items like bocadillos, cheese quesadillas, or peri-peri chicken. These dishes haven’t hit saturation yet, and that makes them perfect testing grounds for CPG and retail product lines.

The ingredient lifecycle: what’s hot, what’s not

Digging deeper into Gen Z food trends, ingredient performance tells a big story.

• Emerging ingredients: Red pepper spice, ashwagandha, honey vanilla, whitefish, beef tallow
  
• Trending staples: Matcha, blueberry, crab, beef, sugar, and yogurt
  
• Declining: Almond milk (-17.3% YoY), oatmeal (-15.4%), and cauliflower
  

Surprising winners? Bratwurst saw a whopping +638% YoY social growth, while chocolate pistachio (+175%) and strawberry matcha (+116%) are finding major traction among younger eaters. These flavor pairings reflect the rising interest in nostalgic-meets-luxury flavor combos.

And don’t sleep on tallow—it’s not just for keto bros anymore. Its comeback, paired with the rise in “grass-fed” as a consumer need (+47%), signals a return to “real fat” ingredients that promise both indulgence and functionality.

From shelf placement to snack innovation, retail success depends on staying ahead of Gen Z consumer needs. This guide shows how to do just that—with speed and precision.

How is Gen Z dealing with inflation?

Gen Z food preferences are shaped not just by taste—but by wallet. With prices rising, Gen Z is adapting fast. They’re budgeting harder, cutting back on extras, and leaning into digital tools to stay afloat. Over two-thirds now use online banking to track spending, and many rely on side hustles or freelance gigs to boost income.

Living with parents to save on rent? Delaying big milestones like buying a home or starting a family? That’s the reality. Inflation has even pushed some to pull back on retirement contributions just to cover daily costs.

But it’s not all doomscrolling and debit alerts—this generation is resourceful. Social media is their go-to for financial tips, and “buy now, pay later” is becoming a common tool to manage big purchases. Still, the pressure is real: financial stress and stagnant wages continue to weigh heavily.

CPG Marketing for Gen Z means understanding this mindset. They’re not just value-conscious—they’re financially stretched, yet still hungry for products that feel worth it.

Beverages are a whole category of their own

Gen Z beverage trends are reshaping drink menus from coast to coast. Fruity, sweet, and visually distinct drinks are dominating. Think: Caribou’s fruit shakers and CosMc’s Churro Cold Brew Frappe—both designed to taste like childhood, while looking TikTok-worthy.

Despite the sweet tilt, younger consumers are also leaning into health. Zero-sugar sodas, non-alcoholic cocktails, and electrolyte-packed drinks are all seeing growth. 

“They’re more conscious about what they’re putting into their body,” said Kelleigh Gamble of Tractor Beverage Co. Functional hydration and “healthy-ish” energy boosters are climbing fast.

Marketing to Gen Z means moving faster

Marketing to Gen Z isn’t about one big campaign—it’s about micro-pivots. This is a group that finds products through social media, consumes in their cars, and prefers “snackable” meals like Subway’s Sidekicks and footlong Dippers. And they expect brands to show up where they are.

What Works	What Flops
Short, honest messaging	Overcomplicated claims
Bold visuals and packaging	Long ingredient lists
Limited-time drops of emerging ingredients or flavors	Anything that feels fake or mass-produced
Social sharing moments built into the product experience

Brands that nail Gen Z consumer needs—especially tasty + healthy—will win long-term loyalty.

Conclusion

Understanding Gen Z food & beverage preferences isn’t just about what’s popular right now. It’s about knowing what’s next. From flavor to function, this generation is rewriting the rulebook on taste, one ingredient at a time. Keep watching what’s trending—and what’s falling off. In a world where brunch menus change monthly and beverage aisles are battlegrounds, staying ahead matters more than ever.