Gen Z, all born between the mid-1990s and the early 2010s, have everyday things they turn towards when making purchasing decisions, much of which revolve around flavour experimentation.
According to new research by Innova, Gen Z is likelier to try trendy, premium, and limited-edition products, including those endorsed by celebrities, than other age groups. This mentality and spending have caused a rise in exclusive and exotic flavours, particularly in beverage and snack categories like sugar confectionery.
Secondly, social media plays a significant role in shaping Gen Z’s food preferences, making them more likely to follow food and beverage trends on social media and share their experiences online. According to Innova, 44 percent of Gen Z respondents get flavour inspiration from social media, while 38 percent turn to digital video media and friends and family for ideas when cooking at home.
Despite the likelihood of experimenting with flavour in snack and confectionery categories, Gen Z’s purchasing decisions are also driven by health and wellness. Gen Z consumers seek out allergen-friendly products, nutrition boosts, or products that deliver mental health support, including energy, focus, or mood improvement.
The attitude towards health and wellness has propelled the development of products with unique flavour offerings that align with health appeals, such as botanical soft drinks and plant-based foods. As for flavours that align with wellness, it was found that 33 percent of respondents chose sweet flavours to feel cheerful or happy, 32 percent chose flavours to feel relaxed or calm, and 31 percent to feel comforted. Fruit flavours and flavours of chocolate and caramel are popular options for meeting these emotional needs.
Environmental and social causes are prioritised by Gen Z, driving them to consume more on-trend products such as plant-based fermented foods. They associate plant-based products with not only being healthier but also with environmental and ethical benefits.
Due to Gen Z’s purchasing decisions and research associated with the trends they lean towards, the food and beverage industry has seen a surge in indulgent and unique flavours.
