Members of Gen Z have higher consumption rates of organic foods and beverages than any other group, according to The NPD Group. Although close in age, Gen Zs differ from millennials in their attitudes towards large, multi-national brands, in that they seek brands that support their lifestyle, and are willing to use them regardless of the brand’s size.
Gen Zs are similar to millennials in that they demand authenticity, freshness, and purity in the products they use, but even more than millennials, Gen Z consumers say clean eating improves their quality of life and fresh foods play a large role in this lifestyle.
“Food marketers should understand that this generation grew up knowing that food is much more than sustenance; food represents culture and therefore is an expression of who they are,” says David Portalatin, NPD food Industry advisor.
Source: Specialty Food Association