What Gen Zers are Eating and How They Want to Hear From Their Favorite Food Brands
At Jaak Marketing Services, we understand that capturing the attention of Gen Z requires a deep dive into their unique preferences and eating habits. This generation, born between 1997 and 2012, is reshaping the food industry with its demand for customization, experimentation, and tech-driven convenience. As marketers, it’s our mission to ensure that food brands are equipped to meet these evolving expectations.
The Rise of Food Customization
Gen Zers have grown up in an era where personalization is paramount, and they expect this from their food choices as well. Whether it’s building their own bowls, customizing coffee orders, or adding unique toppings to pizzas, this generation loves to have a say in how their meals are made. Menu hacks—creative ways to alter or enhance food items—have gained significant traction on social media platforms like TikTok and Instagram, where Gen Z is highly active. Brands that embrace and promote these customizations can create a sense of exclusivity and individuality that resonates with this cohort.
Adventurous Eaters and Global Palates
What sets Gen Z apart from previous generations is their openness to bold flavors and international cuisines. They are more likely to explore foods from different cultures and try ingredients that are spicy, exotic, or unconventional. Spicy snacks, for instance, have seen a surge in popularity with this group, and they’re driving the demand for more diverse, fusion-style offerings. As marketers, this is a key opportunity for brands to introduce limited-time flavor profiles or menu items inspired by global trends, tapping into their adventurous side.
Snack-Centric Consumption
Snacking is an integral part of the Gen Z lifestyle. Traditional meals are being replaced by snackable portions that fit their on-the-go schedules. This has created a boom in the snack food industry, with a demand for portable, nutritious, and Instagram-worthy snacks. Health-conscious brands have a particular edge here, as Gen Z also cares deeply about the quality of ingredients and the impact of food on their well-being. Messaging that highlights these qualities can play a significant role in appealing to their snacking preferences.
Tech-Savvy Consumers: The Role of Digital Experiences
Tech has become central to how Gen Z interacts with the world, and their food habits are no exception. This generation is far more likely to use apps to order groceries, meals, or snacks, and they value convenience and speed above all else. With an increasing reliance on delivery platforms, brands need to ensure their digital presence is seamless. This includes user-friendly apps, loyalty programs integrated with digital tools, and engaging mobile experiences that make it easy for Gen Z to get their late-night cravings or weekly groceries at the click of a button.
Social Media: The Channel of Choice
When it comes to communicating with Gen Z, social media reigns supreme. This generation spends a significant amount of time on platforms such as TikTok, Instagram, and Snapchat, making these spaces critical for food brands to engage effectively. Successful food marketing isn’t just about posting pictures of meals anymore; it’s about creating interactive content, viral challenges, and leveraging influencers who embody Gen Z values. User-generated content (UGC) also plays a big role in amplifying a brand’s reach, as Gen Z is more likely to trust recommendations from peers or online communities.
Sustainability and Ethical Practices Matter
Beyond taste and convenience, Gen Z is paying attention to the sustainability and ethical practices of the food brands they support. They are socially conscious and are more likely to back companies that are transparent about their sourcing, packaging, and overall environmental impact. Brands that adopt sustainable practices and communicate these efforts clearly will find favor with this audience. It’s not just about offering plant-based or organic options; it’s about proving that your brand is committed to reducing its carbon footprint and contributing to a better world.
How Brands Should Respond
To effectively market to Gen Z, food brands need to rethink their strategies by focusing on personalization, cultural inclusivity, convenience, and sustainability. A few key approaches include:
1. Leverage Digital Engagement: Create immersive, user-friendly digital platforms where Gen Z can customize their orders and get them delivered quickly.
2. Promote Adventurous Menus: Introduce limited-edition global flavors and spicy options that cater to their curiosity and adventurous taste.
3. Utilize Social Media Wisely: Make use of viral marketing techniques, interactive content, and user-generated posts to stay relevant on the platforms they frequent.
4. Highlight Sustainability: Be transparent about your brand’s ethical practices and environmental efforts—Gen Z is watching, and they care about these issues deeply.
At Jaak, we are helping brands navigate these shifts by crafting campaigns that not only speak to the current eating trends of Gen Z but also connect with them on a deeper level. Food brands that embrace customization, celebrate global diversity, and communicate authentically will win the loyalty of this influential
