On November 19, 2024, Rubix Foods released its NEXT Flavor Report, which collects data from third-party market researchers and Rubix’s network of content creators.
The report notes five key trends that will influence Gen Z’s food purchases in the upcoming year.
Report Highlights
Complex Heat: Gen Z consumers want spicy products, but they prefer a moderate spice level that provides a well-rounded flavor profile. 74% of consumers surveyed said they prefer a mild or medium spice level. Example flavors include sweet reaper chicken nuggets, chili crisp waffle fries and salsa macha street tacos.
Sweet+: Consumers in this generation are using sweet flavors to add a little indulgence to their meals. Nearly one half (49%) of consumers surveyed reported eating a dessert to treat themselves or indulge. Example flavors include salted maple, hibiscus and passionfruit.
Mashups: Gen Z doesn’t want the same old flavors; they’re looking for something familiar mixed with something exciting. 44% of Gen Z consumers want new and unique variations of ranch flavor, and Google searches for “new ranch flavors" have increased 250% since November 2023. New flavors include avocado ranch, fajita ranch and pickle ranch.
Worldwide Cravings: Gen Z is known as the most diverse generation in American history, and their purchasing habits reflect those global influences. In fact, 87% of Gen Z consumers surveyed said they want to see more global flavors at chain restaurants.
