Changing Dietary Preferences
Gen Z is rewriting the rules for what it means to eat well. Instead of sticking to strict labels like “vegan,” many young people are choosing more flexible diets. The International Food Information Council reported in 2023 that only 8% of Gen Z identifies as vegan, showing a noticeable drop compared to earlier years. This generation seems to prefer mixing and matching—sometimes eating vegetarian meals, sometimes eating meat, and sometimes skipping animal products altogether. This flexibility allows them to enjoy a wider range of foods and not feel boxed in by a particular label. For food brands, this means the old one-size-fits-all approach is no longer enough. To stay relevant, companies must offer diverse products that suit different eating styles and changing moods. Brands that pay attention to this shift are more likely to win Gen Z’s attention and loyalty.
Health Concerns
Staying healthy is high on Gen Z’s list, and they tend to scrutinize what’s on their plate. A study in the Journal of Nutrition found that 60% of Gen Z is worried about getting enough protein and essential nutrients from a vegan diet. This worry sometimes pulls them away from fully plant-based eating. Many are turning to diets that include eggs, dairy, or even some meat to cover their nutritional bases. They don’t want to risk missing important vitamins like B12 or minerals like iron, which are found more easily in animal products. As a result, food brands need to highlight the health benefits of their offerings, whether plant-based or not. Products that clearly show how they support balanced nutrition are more likely to be chosen by this health-savvy generation.
Environmental Awareness
Gen Z has a reputation for being passionate about the planet, but their environmental focus is shifting. According to a 2022 Pew Research Center report, a whopping 70% of Gen Z thinks cutting food waste is more important than being vegan. Reducing packaging, choosing local foods, and supporting sustainable farming are top priorities. They’re looking for real-world solutions that are practical and immediate, rather than strict lifestyle changes. Food brands should pay attention by ramping up efforts to minimize waste and use eco-friendly packaging. Highlighting these efforts on labels or in advertising can win trust and show Gen Z that a brand shares their values.
Taste and Culinary Experience
Taste is a dealbreaker for Gen Z. If food doesn’t taste good, it’s a hard pass—even if it’s healthy or sustainable. Mintel’s recent survey found that 53% of Gen Z believes plant-based alternatives fail to match the flavor of real meat. Many in this group have tried vegan products and felt let down by blandness or odd textures. Brands aiming to win Gen Z need to double down on quality, flavor, and creativity. Teaming up with celebrity chefs or social media foodies to develop mouthwatering recipes can make plant-based foods more exciting. When plant-based meals aren’t just healthy but also delicious, Gen Z is much more likely to give them a second look.
Social Influences
Gen Z lives and breathes social media, and it shapes the way they eat. The University of Southern California found that 45% of Gen Z lets social media guide their food choices. Trends, challenges, and viral recipes can turn a dish into a must-try overnight. But veganism isn’t always the star. Instead, influencers often tout balance—mixing plant-based meals with indulgent favorites. Brands that collaborate with relatable, authentic voices can reach Gen Z more effectively. Showing real people enjoying a variety of foods—sometimes vegan, sometimes not—makes a brand feel more genuine and trustworthy.
Economic Factors
Money matters, especially for Gen Z, who are often juggling school, work, and rising living costs. The Bureau of Labor Statistics noted in 2023 that food prices shot up by 8% in just one year. For many, specialty vegan items are simply too expensive to buy regularly. This reality pushes them toward more affordable, everyday foods, including those with animal products. Brands that want to connect with Gen Z must keep prices reasonable and offer value. Creating budget-friendly, healthy options can help ensure that health and sustainability aren’t just for the wealthy.
Cultural Influences
Gen Z is one of the most culturally diverse generations in history. Many come from families where food is a way to connect with heritage and celebrate traditions. The Hartman Group found that 62% of Gen Z prefers foods that reflect their cultural roots, which often means dishes with meat, cheese, or eggs. For this group, giving up favorite family recipes can feel like losing a part of their identity. Brands that respect and celebrate this diversity—by offering plant-based takes on global favorites or highlighting authentic flavors—can connect more deeply with Gen Z.
Convenience and Accessibility
Life moves fast for Gen Z, and many are constantly on the go. Nielsen reports that 75% of Gen Z shoppers want ready-to-eat meals and snacks. Vegan diets can sometimes seem too complicated or time-consuming, which turns busy young people away. To win them over, brands need to make plant-based eating easy and convenient. That might mean grab-and-go meals, frozen options, or simple meal kits. The easier it is to eat well, the more likely Gen Z will stick with it—even if it’s just for a meal or two each week.
Misinformation and Myths
Confusion about what veganism really means is another roadblock. A study by the American Dietetic Association shows that many young consumers have mistaken ideas about the health benefits of vegan diets—some believe it’s automatically healthier, while others worry it’s lacking in key nutrients. This misinformation can discourage people from trying plant-based eating, or make them give up quickly. Brands have an opportunity to educate—using clear packaging, honest marketing, and simple nutrition facts to set the record straight. When Gen Z feels informed, they’re more willing to experiment and find what works for them.
Future Implications for Food Brands
Food brands face a crossroads as Gen Z reshapes the landscape. The move away from strict veganism doesn’t mean plant-based foods are out—it just means young people crave options, not rules. Companies that focus on taste, health, sustainability, affordability, and cultural relevance stand the best chance of staying ahead. By paying attention to Gen Z’s evolving needs and values, brands can create products that fit seamlessly into their lives. This approach turns eating into a personal journey, not a strict set of guidelines.
