Modern food culture has instilled several core values in Gen Z, including the importance of fresh, less processed foods and beverages. These young consumers have grown up with more awareness of and access to healthy products than prior generations, making minimal processing the expectation — it shouldn’t have to be searched for or cost more.
Will these ideals change as Gen Z ages and gains more disposable income? We’ll test the hypothesis in our upcoming report, Taste of Tomorrow: Navigating Food through the Eyes of Gen Z and Alpha.