As Generation Z takes centre stage, their consumer habits reshape the food and drink industries, especially the confectionery world. With a strong preference for bold, experimental tastes and a desire for products that reflect their values, Gen Z is pushing brands to innovate to balance indulgence with health benefits, exclusivity and social media appeal. In this post, we’ll explore Gen Z’s relationship to food and seven key food trends driving the future so that you can achieve confectionary success.
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Who Are Gen Z?
Gen Z is the second youngest generation, born between the mid-late 1990s and early 2010s, after millennials. This digitally native, socially conscious generation grew up with the internet in widespread use. They tend to be tech-savvy, promote diversity and inclusion, and promote social activism, with interests in climate change, sustainability and animal welfare. Gen Z thrives on online platforms, and these voices have the power to shape the latest trends in the food and confectionary world.
Gen Z’s Relationship to Food and Consumption Characteristics
Gen Z are open-minded and enthusiastic about trying new foods, textures and flavours; they have a playful, explorative side that seeks fun, indulgent food experiences. With social and environmental causes at their heart, their beliefs often support sustainable, organic or locally sourced products. However, 62% of Gen Z report feeling too much pressure to drive social and environmental change. Despite good intentions, limited budgets mean their beliefs and food purchase habits do not always align.
Target Indulgence Over Health
It is often assumed that Gen Z are more health-conscious than previous generations. However, they have shorter attention spans due to growing up in a faster-paced world. This means they are neurologically biased towards impulsive, short-term decisions and favour sweet treats. Plus, their early exposure to exotic flavours and cuisine from all around the world makes them seek exciting food that stimulates their senses. Therefore, brands should prioritise sweetness, novelty and excitement to appeal to this demographic.
Find Ways to Elevate Their Mental Health
Did you know that one in three 18-24-year-olds have experienced symptoms of poor mental health? As further research continues to emerge and highlight the impact of food choices on mental health, Gen Z may seek choices that support their mental health. This can range from choosing plant-based and vegan alternatives to AZO colour-free confectionary. Brands may also benefit from incorporating novelty, mental-health-inspired confectionary such as candy infused with CBD or ashwagandha to reduce anxiety.
Focus on Clear, Short-Term Benefits
Gen Z’s fast minds favour products that promote clear, short-term benefits. Brands can successfully sell to this demographic by creating playful, innovative products with a short yet powerful list of benefits. Here are some examples of messages you can embrace to tap into the marketing power of short, easy-to-understand benefits to appeal to Gen Z.
| Type of Benefit | Marketing Message | Found in? |
| Physical Health | Ingredients that contain anti-oxidants and reduce inflammation. | Dark chocolate, liquorice and ginger. |
| Mental Health | Ingredients that boost concentration, lift mood or reduce levels of anxiety. | Ashwagandha, CBD and serotonin-boosting foods such as bananas and nuts. |
| Energy Boost & Muscle Building | Ingredients that contain high levels of protein for energy, muscle growth and repair. | Chia seeds, protein powder and high-protein cocoa. |
7 Inspiring Gen Z Food Trends in 2024
Gen Z consumers demand exciting flavours and bold statements; they want to post, share and shout about their latest discoveries on social media and start new trends. Here are seven inspiring Gen Z food trends to embrace in 2024 so you can excite younger generations and succeed in the confectionery and food industry.
1. Bold and Unusual Flavours
Gen Z enjoys experimenting with bold, unusual flavour combinations that create a taste-sensation statement. This interest can be particularly seen in carbonated soft drinks with flavours such as ‘mango crazy’ and ‘zesty yuzu.’ This craving for tangy, exciting flavours also extends into the confectionary market and can embraced by using inclusions such as Turkish delight fudge and Sicilian lemon fudge.
2. Unique Flavours and Textures
Gen Z also values unique flavours and textures in their confectionery. Unlike older generations, who usually have simpler food preferences, Gen Z enjoys a surprise. Incorporate different textures throughout snacks by embracing ingredients such as popping candy, rainbow mix crispies and crunchy nougat. If you want to embrace the social, environmental and animal welfare concerns of our rising Gen Z demographic, you can also use ingredients such as vegan biscuit crumb to add more texture.
3. Nostalgic Flavours
Gen Z also has a love for nostalgic flavours with a modern twist. This includes classic American flavours such as s’mores and peanut butter and jelly, which have high growth movement in the US. Other popular nostalgic flavours include lemon drizzle, banoffee pie, custard creams and jam tarts. Plus, coconut and jam sponges and original sprinkle cakes topped with sugar strands and sprinkles.
4. Mocktail Flavours
As Gen Z embrace the sober curious movement, mocktail flavouring is on the rise. This can be seen in food and beverage, with products such as pina colada-flavoured ice creams entering the market. Confectionary is also beginning to add more taste and texture to drinks, with 62% of UK consumers saying they would try a mocktail made with ice cream. As we move into autumn, you can embrace mocktail flavourings with creamy alcohol-free Kahlua-inspired brownies or hot chocolates laced with alcohol-free baileys and giant marshmallows.
5. Coffee Flavours
The iced coffee has become a staple Gen Z preference, and espresso, latte and cappuccino flavours are now also becoming popular choices for sweet treats. Think affogato’s topped with dark chocolate curls, white mocha blondies with marbled chocolate domes and cappuccino cakes with coffee cacao nibs.
6. Limited Editions & Seasonal Flavours
Embrace limited edition and seasonal flavours to engage Gen Z consumers who enjoy trying new flavours frequently. These products can tap into their desire for excitement and novelty whilst making them feel that they are consuming something exclusive. For example, brands can keep the base layer of a product, such as cookies or doughnuts and use innovative decorations and seasonal sprinkles to keep products fresh and exciting.
7. Flower Power
Delicate floral creations offer interesting textures and aromas that delight the senses. This is a re-emerging trend with light touches of lavender, rose and elderflower. Gen Z may enjoy more exotic, aesthetically pleasing creations using flowers such as hibiscus and Japanese-inspired cakes using cherry blossom. Using beautiful flowers with bold colours, you can capture this social media-orientated audience and benefit from your creations being shared and amplified online by this fast-thinking, tech-savvy demographic.
Capitalise on Gen Z Food Trends
As brands navigate the evolving landscape of Gen Z preferences, understanding and embracing the latest food trends for this demographic will lead to success. This generation craves excitement, indulgence, bold flavour combinations and unique textures, as well as nostalgic and limited-edition treats that have social media appeal. By prioritising these factors, you can tap into their love for visually appealing, sharable products and watch your confectionary success skyrocket.
Want to develop innovative ingredients and products that will appeal to Gen Z?
At OV Group, we know the importance of staying ahead of the game. That’s why we offer ground-breaking product solution workshops that develop revolutionary product recipes, exciting new ranges and seasonal launches. Contact our expert team to find out how you can take advantage of our private workshops – free of charge.
