M. Shahbandeh
Research expert covering agriculture & FMCG
Gen Z food consumption in the U.S. - statistics & facts
Generation Z or Zoomers, born after 1996, are the newest generation of adults and are becoming well-known for forward thinking, social engagement, and interest in the environment. Gen Z consumers also have unique beliefs around food and eating compared to other generations. Gen Z consumers are more concerned about the environmental impact of their food than any other generation in the U.S. They also prefer organically sourced products and sustainable packaging when grocery shopping.
Diet and health trends
In 2022, between 19 and 27 percent of Generation Z consumers followed a diet of some sort. Calorie counting was the most common diet among Gen Z, but plant-based or vegetarian eating has grown in popularity since 2017. As of 2022, more than half of Gen Z consumers eat at least a partially vegetarian diet. Of that group, 21 percent reported being strictly vegan. Younger generation are also likelier to consider meatless diet a healthier option. Animal products are not the only food products that Gen Z are more conscientious about. For example, 29 percent of Gen Zers avoid consuming sugar, compared to only about 14 percent of millennials.Snacking
Although many Generation Z consumers are thoughtful about food and consumption, 77 percent of them still enjoy snacking at least once a day. Over 80 percent of Gen Z consumers prefer snacking on chips, making them the most popular snack among Gen Z consumers by far, followed by cookies and chocolate. Although chips are the most popular snack, Goldfish is the most popular snack brand. Lay's followed closely behind in popularity, however.
