The top social media platforms for flavor inspiration among this generation are YouTube (56%), Instagram (47%) and TikTok (43%).
More than 1 in 4 Gen Z respondents claim to have chosen more indulgent flavors in desserts, sweet bakery and confectionery categories over the past 12 months, according to Innova Market Insights.
The top social media platforms for flavor inspiration among this generation are YouTube (56%), Instagram (47%) and TikTok (43%).
Below we highlight the top 10 trends among this generation.
Gen Z Trends:
- Gen Zers are most likely to try trendy, premium and limited-edition products, including those endorsed by celebrities, than other age groups.
- 44% of Gen Z respondents get flavor inspiration from social media, while 38% turn to digital video media and friends and family for ideas.
- They likely seek out allergen-friendly products, nutrition boosts, or products that deliver mental health support, including energy, focus, or mood improvement.
- Many Gen Zers are presumed to prioritize environmental and social causes, leading them to consume more on-trend products such as plant-based fermented foods.
- More than 1 in 4 Gen Z respondents claim to have chosen more indulgent flavors in desserts, sweet bakery and confectionery categories over the past 12 months.
- As well as choosing more indulgent tastes, they also have a heightened preference for adopting more exotic or world flavors, particularly toward Asian cuisine.
- Hybrid products combining retail and foodservice concepts also deliver value for Gen Zs,
- Consumer research shows that Gen Zs are a little reluctant when it comes to trying more unusual botanical flavors, but they seem to be more open to these if they are found in fashionable or trendy products. For example, they show above-average interest in kombucha fermented tea drinks.
- Many youth-oriented products use more obscure flavor descriptors.
- Generation Z’s desire for indulgent, exciting, and unique flavors has significantly influenced the food and beverage industry.
