Generation Z is changing the food industry—here’s how

Generation Z (those born between roughly 1995 and 2010) are now the majority of students on campus, and they are as hungry for knowledge as they are for food—and more serious about where it comes from and how it is served. While Gen Z shares many food preferences with Millennials, such as expectations for high-quality and sustainable products, this new demographic cohort has significantly divergent tastes from generations past.

To keep higher education leaders up to speed on evolving tastes, this article unpacks the food industry trends that inform Gen Z tastes. Read on to learn four food preferences common among Gen Z—and how food providers are evolving to meet them.

Preference 1: It’s all about the veggies

It takes little cajoling to get Gen Z to eat their greens. The number of Gen Z students who are vegetarian or vegan already is approaching the percentage seen among Millennials (12%) and is expected to rise over the next ten years. While many cite improved health as a factor in foregoing meat, a growing number indicate ethical concerns as their top reason for embracing plant-based diets. Even non-vegetarians from Gen Z expect vegetarian options for every meal, and are more likely to prefer dishes where the entree is veggie-forward or veggie-centric than in the past. Food producers are therefore experimenting with new ways of crafting and marketing meals with fruits and vegetables at their core, such as the recently viral Impossible Burger.