Born between 1997 – 2012, Gen Z are the shoppers of the future, with Barclays 2023 research suggesting that this age bracket will account for 11% of UK retail spend by the end of 2030.
Health has been a key trend for food and drink across all age groups since the pandemic, with the likes of ingredients like lions mane, ginger and turmeric all gaining basket traction.
New research from AHDB, exploring Gen Z attitudes to food, has not only identified health as a top priority for this consumer group, but also found they are nearly twice as likely to claim they ‘always eat healthily and rarely eat unhealthy foods’.
Younger consumers turning back to meat and dairy
But recent conversations around ultra processed foods (UPFs) and new regulations introduced around foods high in fat, salt and sugar (HFSS) have influenced the food and drink landscape significantly. And while plant-based had initially gained popularity due to its perceived health halo in recent years, conversations around UPFs may have swayed favour back in line with meat.
The AHDB report collates a number of findings, among them the results of its August 2024 YouGov study that compared preferences between 18–27-year-olds vs 28–65-year-olds. It found that Gen Z are more likely to be concerned about the protein content of their food when eating or choosing what to eat than the rest of the adult population (+6%), and are significantly less likely to be concerned about the salt (-11%), sugar (-9%) and fat content (-11%).
The report also nods to recent findings from Kantar and NIQ, which found that 99% of shoppers under 28 purchase meat, fish and poultry for their household (Kantar 52 w/e 29 September 2024) and 98% purchase cows dairy (NIQ Discover 52 w/e 5 October 2024, shopper aged <34) .
The aforementioned YouGov study also showed that Gen Z are more likely to associate red meat as being a good source of omega 3 fatty acids (up to +5%), and less likely to believe that red meat should be eaten in moderation (up to -7%). Moreover, 62% of Gen Z agree dairy products are a natural source of vitamin B12, and 83% agree that dairy products are good source of calcium.
For those aged 19-22 who had been following a vegetarian or vegan diet, IGD 2023 findings show almost a fifth have stopped, with 45% saying that they didn’t think the diet was healthy for them. In addition, almost half of those surveyed said they have no interest in trying a vegetarian or vegan diet.
Using meat in a different way
While retail data from Kantar indicates that volumes of meat, fish, poultry and red meat purchased by shoppers under 28 years old have decreased at a greater rate than for some other age demographics (52 w/e 29 September 2024), it is not being driven by shoppers under 28 leaving the category. Instead, these younger consumers are cutting back the volumes they are purchasing, likely driven by costs as younger shoppers may be impacted more by rising prices.
For red meat specifically, the younger generation views it as an ingredient rather than a main focus in their meals. For example, they are more likely to opt for cuisine-based dishes such as Italian, Indian, and Mexican meals with meat as a feature; with traditional food like pies, stews and casseroles less popular.
Social media is found to be the channel with the greatest influence on Gen Z, with a strong pull on those aged 16–34, according to Mintel’s Attitudes towards Healthy Eating – UK – 2024 Report.
Mintel also reported that 75% of 16-34s find media content, such as social media and articles, which promotes healthy eating to be ‘aspirational’.
In the most recent Trust and Traceability annual tracker run by AHDB surveying those aged between 18-26, 55% of Gen Z reported that they use TikTok for information about food. This is 12% higher than the general population.
Commenting on the findings, Charlotte Forkes-Rees, retail and Consumer Insight Analyst at AHDB, said: “This research shows that when it comes to influencing Gen Z food decisions, it’s important to highlight any health claims relating to naturally occurring protein, vitamin and mineral contents.
“AHDB has taken much of the insight onboard, and has proactively targeted marketing campaigns to Gen Z consumers with specific social media campaigns, such as our Love Pork, Let’s Eat Balanced and Milk Every Moment campaigns, showcasing beef, lamb, pork and dairy in formats which best resonate with Gen Z.”
In other news, plant-based frozen ready meals producer Allplants has entered administration.