The Hartman Group, Inc. has released a groundbreaking study titled “Taste of Tomorrow: Navigating Food through the Eyes of Gen Z and Alpha,” which delves into the culinary preferences and values of these emerging generations. Gen Z, known for its adventurous and demanding palate, places premium quality at the forefront of their food and beverage choices. The report identifies seven need states that shed light on Gen Z’s evolving food values.
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Exploration and Familiarity: Gen Z’s multicultural exposure to global cultures leads to a desire for diverse cuisines. While they enjoy exploration, they also appreciate familiar foods.
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Health and Wellness: Growing up in a pandemic, Gen Z places paramount importance on health and mental well-being. They seek health-related information from non-traditional sources like influencers and social media.
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Better Production: Gen Z embraces the “better-for-you” movement, focusing on intentional production methods that benefit health, taste, the community, and the planet. A significant portion of Gen Z considers environmental and social well-being in their food choices.
Gen Z’s unique combination of culinary exploration, holistic well-being, and sustainability consciousness is set to reshape the food and beverage industry. To cater to their evolving preferences, companies and brands must thoroughly understand the cultural forces guiding their choices and behaviours.
