This is the fifth installment in a new FMI blog series on Gen Z grocery shopping habits. This series will share compelling research and cover aspects ranging from shopping behaviors to attitudes about values.
By: Madeline Torrisi, Manager, Marketing Communications, FMI
Between our fashion choices and TikTok videos, Gen Z is known for being nontraditional, and the same goes for our eating patterns. Gen Z may not have the most traditional eating patterns, as with the rise of “Girl Dinner”, which is more of a collection of snacks or small portions of food rather than a traditional sit-down meal. However, Millennials taught us the trend of selecting more nutritious and healthy options like avocado toast, and now about a quarter of Gen Z are choosing to focus on their health and well-being
Gen Z is a difficult generation to define, as they currently comprise of 12- to 27-year-olds. For starters, my cousins in high school and I both fall under the Gen Z umbrella, however we approach eating occasions differently. The difference is stark when considering that younger Gen Z-ers are largely still residing at home and dining with their parents or guardians, while older Gen Z-er’s like myself are solely responsible for their own grocery shopping and cooking.
Recent data shows that Gen Z is more likely to follow an eating approach, like vegetarian or keto, than other generations. Sixty seven percent of Gen Z follow at least one eating approach, compared to only 47% of the population overall. Some specific eating approaches include Ketogenic or Bulletproof diet (9% of Gen Z vs 3% overall), low-carb diet (13% of Gen Z vs 8% overall) and whole foods diet (12% of Gen Z vs 6% overall).
Gen Z also seeks different product claims than other generations. They are more likely to seek products with positive nutrition claims (25% vs 16% overall) or ethical practices claims (30% vs 24% overall).
All and all, Gen Z’s eating patterns are as dynamic and multifaceted as the generation itself. Our approach to food is shaped by a blend of traditional and nontraditional influences, driven by a commitment to health, sustainability and personal choice. As we continue to evolve, our food habits will likely reflect an even greater diversity of preferences and values, setting the stage for a future where eating is both innovative and deeply personal.
Download the Eating and Cooking U.S. Grocery Shopper Trends Report
Industry Topics address your specific area of expertise with resources, reports, events and more.
Our Research covers consumer behavior and retail operation benchmarks so you can make informed business decisions.
Events and Education including online and in-person help you advance your food retail career.
Food Safety training, resources and guidance that help you create a company food safety culture.
Government Affairs work — federal and state — on the latest food industry policy, regulatory and legislative issues.
Get Involved. From industry awards to newsletters and committees, these resources help you take advantage of your membership.
Best practices, guidance documents, infographics, signage and more for the food industry on the COVID-19 pandemic.
