Gen Z, born between 1997 and 2012, is becoming a dominant consumer group with an estimated $12 trillion in spending power by 2030. In 2024, food ranked as their top spending priority after essential bills, with many opting to cut back on other categories like fashion and tech to afford more nutritious choices. This generation's relationship with food blends seemingly conflicting desires: they seek health and wellness yet value indulgent comfort foods, and balance thriftiness with occasional splurges.
Brands have a key opportunity to tap into Gen Z’s food fascination by creating cross-industry collaborations and real-life experiences that foster community, address loneliness, and align with their love for hype, health hacks, and emotional nourishment. A dual marketing strategy that speaks to both their cozy, introverted habits and their wellness aspirations will be essential.
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Gen Z’s “kidult” mindset is driving demand for joyful, playful, and entertaining food experiences as a form of escapism from a serious, crisis-laden world. This forever-young audience seeks out absurd humor, nostalgic flavors, and viral food trends that evoke childlike delight. Brands can respond by creating surreal campaigns with quirky mascots, reviving beloved childhood snacks for limited editions, and encouraging shared, silly eating moments. Engaging Gen Z through playful product innovations, collectible collabs with iconic characters like Hello Kitty, and unexpected flavor mashups can spark emotional connection and social media buzz. Ultimately, food becomes a canvas for fun, fantasy, and self-expression in the lives of these youthful consumers.
Gen Z is seeking comfort in food as a way to slow down and recharge, favoring simple, nourishing meals and emotionally resonant dining moments. In response, brands can offer straightforward cooking guides and streamlined menus to reduce decision fatigue and build kitchen confidence. Embracing the “bed-rotting” trend, comfort-meets-wellness experiences like in-bed dining kits—with blankets, snacks, and eye masks—tap into their craving for rest and indulgence. Globally inspired dishes such as broths and stews from the Middle and Far East offer hearty, feel-good nourishment, while cosy, softly lit dining spaces create a sense of calm. By combining affordability, sensory design, and nostalgic storytelling, brands can deliver value and emotional resonance, making comfort food a daily, soul-soothing ritual for Gen Z.
As Gen Z navigates economic uncertainty, they embrace a “save and splurge” mindset that fuels interest in luxury food as both indulgence and identity. This generation blends high and low culinary experiences—think caviar-topped nuggets or playful food mashups—to create moments of accessible luxury. Brands can modernize traditional gourmet offerings through bold packaging and influencer partnerships, making them more appealing to younger consumers who view premium groceries as status symbols. Collaborations between fashion, beauty, and the food world can further elevate the experience, with pop-ups and exclusive releases enhancing cultural cachet. To connect authentically, marketers should lean into Gen Z’s humor and digital fluency, using meme culture and trending concepts like “girl math” or “treat culture” with wit and sensitivity.
Gen Z is redefining healthy eating with a low-pressure, playful approach that prioritizes enjoyment, progress, and social connection over rigid wellness standards. They favor simple, familiar ingredients with a fun twist—think probiotic ice creams or hidden-veg desserts—and appreciate brands that encourage balance rather than perfection. Humorous storytelling, anti-wellness messaging, and fitness fails resonate with their rebellious edge, while social wellness events like sober raves and gut-health pop-ups align with their desire to connect over food. With the functional snacks market growing and trust in online diet trends waning, brands have a strong opportunity to provide clear, credible health hacks, collaborate with experts, and become reliable voices in a noisy digital wellness space.
