Gen Z in 2025: What drives the future of food

Gen Z in 2025 is all about health, sustainability, convenience, and authenticity makes them a challenging yet exciting target audience for food and beverage brands. They are a generation raised on technology, exposed to diverse cultures, and increasingly aware of the environmental impact of their choices. 

For businesses in the F&B space, recognizing and adapting to Gen Z food trends can be a game-changer in product innovation and marketing strategies.

Data-driven insights from Tastewise reveal that the top food trends among Gen Z are focused on plant-based, high-protein options, culturally rich flavors, and convenience-driven products. 

By analyzing social media conversations, recipe searches, and consumer behaviors, Tastewise provides brands with the ability to anticipate and capitalize on these evolving trends.

What drives Gen Z’s food and beverage choices?

Gen Z, born between 1997 and 2012, is quickly emerging as a key consumer demographic, and their distinct preferences are reshaping the food and beverage (F&B) industry. 

As this generation gains financial independence, their unique values, behaviors, and expectations are influencing how brands create, market, and sell products. 

Understanding Gen Z consumer behavior in F&B is so important for companies aiming to stay relevant in a fast-changing market.

Financial freedom and its impact on Gen Z spending habits

Gen Z spending habits food and beverage reflect the generation’s approach to balancing cost, convenience, and values. Despite growing financial freedom, Gen Z is cautious with their money, influenced by witnessing events like the 2008 financial crisis and the COVID-19 pandemic. Economic challenges have shaped their behavior, with over 70% citing price as the most critical factor in purchasing decisions​.

Though they seek affordable options, Gen Z’s spending habits are driven by more than just cost—sustainability, health, and ethical practices also matter. They actively seek out discounts, shop at budget retailers, and use financial tools to manage their expenditures. 

However, financial freedom Gen Z trends also highlight a growing desire for value-aligned brands. For example, products that offer a combination of sustainability and affordability, like Tastewise’s AI recipe Sustainable Tuna Poke Bowl, are well-positioned to appeal to Gen Z’s financial priorities.

The role of health and sustainability in Gen Z choices

Health and sustainability are at the forefront of Gen Z consumer behavior in F&B, driving their food choices. They are looking for meals that not only taste good but also contribute to their personal well-being and align with their environmental values. The rise of plant-based diets and protein-packed meals reflects their interest in functional foods that offer nutritional benefits without compromising on quality.

Despite their eco-conscious mindset, price often dictates their final purchase. Sustainable options, like organic produce or plant-based proteins, can be seen as ideal but inaccessible due to cost constraints. Brands that bridge this gap by offering affordable, sustainable alternatives have an opportunity to capture Gen Z’s loyalty. Health-driven products, such as the Golden Immunity Shots, which focus on boosting immunity through natural ingredients like turmeric and ginger, illustrate Gen Z’s dual focus on health and functionality in their food choices.

The trends shaping Gen Z’s F&B preferences

Gen Z’s approach to food is dynamic and diverse, with trends ranging from culturally inspired flavors to convenient meal options. Understanding these trends is crucial for brands to connect Gen Z in 2025. Below is a table illustrating some of the fastest-growing food trends among Gen Z:

These data points emphasize the growing popularity of global flavors and functional ingredients. Foods like mochi and matcha offer brands the chance to tap into Gen Z’s desire for novelty, health, and international cuisines​.

Preference for authentic and diverse flavors

Gen Z is known for their adventurous palates and willingness to explore global cuisines. This generation’s love for authenticity stems from their exposure to different cultures through travel, social media, and diverse food offerings. Ingredients like matcha and yuzu have seen significant growth as Gen Z seeks out flavors that are not only delicious but also rooted in cultural authenticity.

For brands, there is an opportunity to introduce products that reflect these preferences, leveraging Tastewise’s insights to highlight global ingredients. Foods that tell a story—whether through their origin, sustainability efforts, or unique flavor profiles—resonate with Gen Z consumers.

Gen Z’s relationship with convenience and technology in F&B

Technology plays a pivotal role in how Gen Z interacts with food. With the rise of delivery apps like Uber Eats and DoorDash, convenience is a top priority. Gen Z frequently opts for meal solutions that are quick and easy but still align with their health and sustainability values.

Convenience foods—ranging from pre-made salads to plant-based snacks—are particularly appealing. The challenge for brands is to create products that meet Gen Z’s need for convenience without sacrificing nutritional value. High-protein, plant-based foods are gaining traction, with a 40.6% growth in mentions among Gen Z​.

How brands can leverage these trends

When designing products for Gen Z in 2025, brands need to cater to their core values: affordability, health, sustainability, and convenience. These guiding principles shape the choices Gen Z makes, and Tastewise’s real-time insights empower brands to develop innovative products that resonate deeply with this audience.

Product design tailored for Gen Z

Here are a few product ideas that align with Gen Z’s values:

• Protein-packed snacks: Easy-to-eat, plant-based, or high-protein snacks that fit their health-conscious mindset.
• Globally inspired meals: Flavors like yuzu, lychee, and matcha that introduce a sense of cultural exploration while remaining approachable.
• Sustainably packaged goods: Products that emphasize eco-friendly packaging, minimizing environmental impact while offering affordable options.

To provide a clearer picture of what works, here’s a quick breakdown of what Gen Z looks for in food products:

Effective marketing strategies for the Gen Z audience

Marketing to Gen Z in 2025 requires more than traditional tactics—it needs authenticity, personalization, and a strong digital presence. Brands must clearly communicate their values, especially in areas like sustainability and transparency. Gen Z values brands that reflect their ethical concerns and are open about their processes, whether it’s sourcing sustainable ingredients or promoting a healthier lifestyle.

Here’s how brands can connect more effectively with Gen Z:

• Storytelling through social media: Platforms like TikTok, Instagram, and YouTube are essential for reaching Gen Z. Brands that showcase behind-the-scenes transparency, eco-friendly practices, or community-driven content are more likely to build a loyal following.
• Customization and personalization: Offering products that can be customized, such as build-your-own snack kits or meal plans, gives Gen Z consumers control over their experience, making them feel more engaged.
• Using AI-driven surveys: AI surveys like Tastewise’s Understanding Gen Z’s Food & Beverage Preferences, can help brands further personalize their marketing strategies by gathering insights directly from Gen Z consumers. A recent AI survey conducted by Tastewise showcases how AI can be leveraged to understand Gen Z personas better, allowing brands to target them with greater precision.
• User-generated content (UGC): Encourage consumers to share their experiences with your product. This can be achieved through challenges, hashtag campaigns, or contests that promote interaction, leading to organic brand advocacy.

For example, a campaign promoting customizable, plant-based high-protein meals could invite users to share their unique creations on social media using a specific hashtag, such as #MyProteinBowl.

The campaign could encourage users to build their own bowls by choosing from various plant-based proteins, grains, and toppings, then share their creations through Instagram or TikTok for a chance to be featured on the brand’s page. This not only drives engagement but also fosters brand loyalty by making consumers feel involved in the product development.

By using Tastewise’s insights, brands can shape their product development and marketing strategies to stay ahead of the curve, creating offerings that align with Gen Z’s evolving expectations and behaviors.

What does Tastewise say about Gen Z F&B consumption?

Gen Z food trends 2025 indicate a continued focus on health-conscious, globally inspired, and convenient meals. As Gen Z’s purchasing power grows, their influence on the F&B industry will expand, pushing brands to prioritize sustainability, authenticity, and innovation in product design. 

Tastewise provides brands with the insights they need to stay ahead of these trends, ensuring they can swiftly adapt to changing consumer demands and launch products that resonate with this influential generation.

Predictions for Gen Z influence on future food trends

Gen Z food trends show that global flavors will continue to dominate their preferences. One prominent example is matcha, a versatile and health-boosting ingredient that has grown in popularity with Gen Z due to its cultural authenticity and functional benefits. Matcha-based drinks, desserts, and snacks continue to trend as this generation seeks both flavor and health-conscious options.

According to Tastewise Trend Spolight,

• Matcha has grown by 28.53% in social discussion over the past year
• 6.74% restaurants offer Matcha on their menus
• The fastest rising cuisine for Matcha is German
• The fastest rising consumer need for Matcha is Rejuvenation
• The dominating diet for Matcha is Vegan

Besides matcha, other global flavors are set to rise in popularity, with Filipino cuisines and new coffee trends predicted to capture Gen Z’s attention. These flavors, rooted in rich cultural traditions, align with Gen Z’s desire for authenticity and exploration in their food choices. For more insights into these emerging trends, you can read more in the 2025 Tastewise Report, which delves into the future of global flavors and Gen Z’s impact on the food and beverage industry.

As this generation comes of age, they will drive innovation in the F&B space, making it crucial for brands to stay ahead of their preferences. Tastewise empowers brands to tap into these evolving trends with real-time, actionable insights, ensuring they can create products and marketing strategies that resonate with Gen Z’s unique values.