This report provides comprehensive and current information and analysis of the Gen Z food consumer market including Gen Z food consumer market size, anticipated market forecast, relevant market segmentation, and industry trends for the Gen Z food consumer market in the US.

Gen Z Food Consumer – Current Market Landscape

Evolving Gen Zs will require brand fluidity. Gen Zs’ priorities in packaged food shopping is driven by quality and price: teens seek product quality first, followed by low price The opposite is true for Gen Z adults, demonstrating a call to reality as Gen Zs emerge as independent consumers with financial responsibilities. These drivers demonstrate natural shifts that can help shape marketers’ approaches to reaching Gen Zs throughout their transitory stages.

As people age, dining out often becomes a means to navigate the day, in addition to a way to connect and indulge. Operations, communications and loyalty programs should focus on both social and solo engagement to cast the widest net and drive traffic for both types of occasions. Operators will need to engage varied messages to reach Gen Zs of different ages, focusing on easy, flavorful experiences for teens and convenience and value for adults.

Gen Z Food Consumer – Market Share and Key Industry statistics

Gen Z teens and adults are in different phases of their lives and therefore have differing perspectives, opinions and interests in the types of restaurants they dine at.

  • 47% of Gen Z adults feel low prices are one of the most important factors when choosing a restaurant.
  • 65% of Gen Z teens usually go to restaurants to spend time with family.
  • 51% of Gen Z adults go to restaurants to satisfy their hunger.
  • Gen Z consumers are digital natives and lean on technology to make informed decisions about what they eat, where they eat and how it all relates back to their diverse palates and interest in ingredients that support their lifestyles.
  • Compared to older consumers, more than a third of Gen Z teens are more interested in traditional food/drinks from cultures different from their own.

Future Gen Z food trends

Although sustainability initiatives may have been deprioritized as brands navigated the pandemic and its fallout, Gen Z has not lost sight of the importance of sustainable and ethical environmental corporate responsibilities. More than a quarter of Gen Z adults and one in five teens expect food and drink brands to invest in sustainability initiatives. More than half want brands to be transparent about both their environmental efforts as well as how they are supporting local communities.

At any lifestage, Gen Zs are similarly influenced by brand discovery on social media and this looks to rise with age (29% of teens, 32% of adults), suggesting that digital and social strategies are not only essential but will be increasingly important for retailers, packaged food brands and operators.

Read on to discover more about the Gen Z food consumer market, read our US Better for You Eating Trends Market Report 2021, or take a look at our other Food and Foodservice Market research reports.

Quickly understand Gen Z food consumer market trends

  • Gen Zs’ dining habits.
  • Gen Zs’ purchase habits with packaged food and drink.
  • Influential factors in restaurant and packaged product choice.
  • Gen Zs’ self-perceptions.

Covered in this Gen Z food consumer market report

Brands include: Facebook, YouTube, Instagram, Twitter, Snapchat, TikTok, Chipotle, Taco Bell, Starbucks, Gen Z Water, McDonald’s, Domino’s, Dunkin’, Panera Bread, Applebee’s, Olive Garden, IHOP, Denny’s, Ruth’s Chris Steak House, The Capital Grille.

Expert analysis from a specialist in the field

This report, written by Pooja Lal, a leading analyst in the Foodservice sector, delivers in-depth commentary and analysis to Gen Z food consumer market research, to highlight current trends and add expert context to the numbers.

Gen Zs were forced to come of age in uncertain times, facing pandemic-related disruptions during the final stages of childhood and the first of adulthood, followed by record inflation. Already vulnerable to new financial pressures, Gen Z will remain focused on value. Brands can ease the transition, providing guidance, rewards and experiences that validate indulgence.

Pooja Lal, Foodservice Analyst, Mintel Menu Insights
Pooja Lal
US Foodservice and Mintel Menu Insights

Collapse All
  1. Overview

      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Challenges and opportunities
                  • Gen Zs are ripe targets for connections right now
                    • Figure 1: Gen Z self-perceptions, 2022
                  • Inspire product discovery both online and in-store
                    • Figure 2: Retail attitudes toward food/drink, 2022
                  • Go small to meet Gen Z snackers’ budgets
                    • Figure 3: Attitudes towards restaurant ordering
                • Market Factors

                  • Inflation to hit economically vulnerable Gen Zs
                    • Figure 4: Financial situation, by generation, 2022
                  • Prioritize sustainability to connect on Gen Z values
                    • Authenticity is non-negotiable in Gen Z social engagement
                      • Figure 5: Social media usage, at least daily usage, 2020-22
                  • Competitive Strategies and Market Opportunities

                    • Brands tap TikTok to shape direct connections with Gen Z
                      • Figure 6: TikTok marketing examples
                    • Make room for representation to reach Gen Z
                      • Figure 7: Inclusive marketing examples
                    • Make the world a better, healthier place with Gen Z
                      • Figure 8: Gen Z Water
                  • The Gen Z Consumer – Fast Facts

                    • Restaurant Ordering

                      • Quality, experience and rewards will drive future Gen Z visitation
                        • Figure 9: Gen Z restaurant ordering, 2022
                      • Gen Z girls and women seek versatile spaces, menus to meet both social and solo needs
                        • Figure 10: Restaurant ordering – Gen Z teens, by gender, 2022
                        • Figure 11: Restaurant ordering– Gen Z adults, by gender, 2022
                      • Gen Z targeted digital strategies still have room to grow
                        • Figure 12: Restaurant ordering, by social media usage, 2022
                    • Restaurant Decision Making

                      • Ease Gen Zs into dining out decision making with tech
                        • Figure 13: Restaurant ordering, 2022
                    • Packaged Food/Drink Purchase Locations

                      • Gen Z teens seek variety, adults looking for value
                        • Figure 14: Restaurant ordering, by gender, 2022
                    • Purchase and Daypart Associations

                      • Make snackability easy, accessible for Gen Z teens
                        • Figure 15: Purchase and daypart associations – Gen Z teens, 2022
                      • Build loyalty through value with emerging Gen Z adults
                        • Figure 16: Purchase and daypart associations – Gen Z adults, 2022
                    • Factors for Choosing a Restaurant

                      • Lean into both value and experience to drive Gen Z diners
                        • Figure 17: Factors for choosing a restaurant, 2022
                    • Factors for Choosing Food/Drink Retailers

                      • Convenience takes on new meaning, value as Gen Zs transition into adulthood
                        • Figure 18: Factors for choosing retailers, 2022
                    • Dining Out Motivators

                      • Versatility for Gen Zs means social and solo dining
                        • Figure 19: Dining out motivators, 2022
                    • Gen Z Self-perceptions

                      • Turn online engagement into both a listening and communications tool
                        • Figure 20: Gen Z self-perceptions, 2022
                    • Attitudes toward Retail Food/Drink

                      • Encourage ongoing product discovery online and in-store
                        • Figure 21: Retail attitudes toward food/drink, 2022
                    • Attitudes toward Restaurant Ordering

                      • Variety + versatility will withstand evolving Gen Z diner needs
                        • Figure 22: Attitudes toward restaurant ordering – Gen Z teens, 2022
                        • Figure 23: Attitudes toward restaurant ordering – Gen Z adults, 2022
                    • Appendix – Data Sources and Abbreviations

                      • Consumer survey data
                        • Marketing creative
                          • Abbreviations and terms
                            • Abbreviations
                              • Terms

                              About the report

                              Below is a sample report, understand what you are buying.

                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
                              $4,995 (Excl.Tax)
                              • Save up to 20% when you purchase multiple reports
                              Add to Cart

                              Want to know which report is right for you?

                              Check our pricing page

                              Pricing

                              Other Popular Reports

                              US Snacking Motivations & Attitudes Market Report 2024

                              $4,995 (Excl.Tax)

                              Current snacking behavior represents a cultural shift. Brands are tasked with balancing comfort and newness, and satisfying both emotional and physical needs. Michele Scott, Associate Director, US Research...

                              Find out more

                              US Crackers Market Report 2024

                              $4,995 (Excl.Tax)

                              Cracker versatility and variety should play a bigger role in snacking, yet chips top the list. Opportunities exist for brands to tap into flavor, texture and pairings. Kamari...

                              Find out more

                              US Milk and Non-Dairy Milk Market Report 2024

                              $4,995 (Excl.Tax)

                              US consumers seek the best of both worlds: dairy and non-dairy milk. To appeal to consumers, foster brand trust and engagement by embracing authenticity and inherent health benefits. Julia...

                              Find out more

                              US Cooking Sauces, Pasta Sauces and Marinades Market Report 2023

                              $4,995 (Excl.Tax)

                              Consumers depend on the convenience sauces and marinades bring to the table; stressing ease-of-use is vital in affirming value for cooking fatigued consumers. Julia Mills, Food & Drink...

                              Find out more

                              US Potato & Tortilla Chips Market Report 2024

                              $4,995 (Excl.Tax)

                              Brand loyalties and habits are salient in the chip category. Yet, interest in flavor and BFY innovation also suggest that chip fans want to explore more ways to...

                              Find out more

                              Trusted by global industry leaders

                              Jackman logo

                              At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.

                              Alana Gavin, VP Research and Insights, Jackman
                              Amazon logo

                              Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.

                              Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.

                              Ngozi Ngonadi-Nkwoji, Sr. Marketing Manager, CE, Amazon
                              Tenth Wave logo

                              “Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.

                              When carrying out background research, I find Mintel an excellent starting point.

                              The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.”

                              Ben Zeidler, Director - Research and Analytics, Tenth Wave
                              Wunderman Thompson logo

                              “We also use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.

                              Mintel gives us all that. It’s a great brand and one that is trusted by clients.”

                              Marie Stafford, European Director, The Innovation Group, Wunderman Thompson
                              VocaLink logo

                              We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

                              It’s mostly me who uses them but if I know someone is working on something specific I will share the relevant reports.

                              As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

                              Andrew Neeson, Market Intelligence Manager, VocaLink

                              Want to know which report is right for you?

                              Check our pricing page

                              Pricing