The food and beverage landscape is evolving quickly, and the next generation of consumers is already reshaping how we eat. Gen Z—those born roughly between 1997 and 2010—are entering their prime years of independence, purchasing power, and influence. Their habits are distinct, their values are clear, and their expectations are high. Understanding how and why they eat the way they do will be key to staying relevant in the years ahead.
Food as a Social Experience
For Gen Z, food isn’t just fuel—it’s connection. They’re more likely than older generations to eat away from home and to see dining as a shared activity rather than a solo task. In fact, 30% of teen occasions take place away from home (vs. 23% for adults) and 72% of teen eating occasions take place with others (vs. 52% for adults)1. Whether it’s a late-night boba run or a viral recipe recreated together, Gen Z views eating as an opportunity to bond, discover, and express themselves.
Digital spaces play a special role in this social approach. Platforms like TikTok and Instagram have turned eating into interactive experiences—where new flavors, formats, and restaurant concepts gain traction overnight. For brands, this presents an opportunity: products that are visually appealing, customizable, and easy to share (both in person and online) have a natural advantage.
Sustainability as a Default Setting
Gen Z’s social habits are matched by a deep sense of responsibility for the planet and their communities. This generation grew up amid climate conversations, social change, and economic uncertainty. As a result, they’re not only conscious consumers—they’re proactive ones.
They want food and beverage companies to walk the talk: sourcing responsibly, minimizing waste, ensuring fair labor, and offering transparency at every step. Labels like “local,” “regenerative,” or “upcycled” cannot be marketing terms—they must be credible proof points to influence purchasing decisions. In fact, many young consumers are willing to pay a premium for products that align with their values. Specifically, Gen Z value climate impact mitigation higher (+7pts) than older consumers when it comes to willingness to pay a price premium for products with social or environmental benefits.2
Balancing Access, Affordability, and Aspiration
While Gen Z is driven by ideals, they’re also pragmatic. Economic pressures—education costs, housing fees, and inflation—mean affordability remains a major concern. They want options that feel good and fit their budget. They also value convenience and collective action, as 22% of Gen Z (vs. 17% Total) say it’s too inconvenient to make more sustainable purchases and 30% of Gen Z (vs. 18% Total) believe that acting alone they can’t have much impact.2 Brands that can deliver sustainability and social value without compromising price or convenience will earn loyalty in a crowded market.
The Road Ahead
As Gen Z’s independence and income grow, so will their impact on the industry. Food and beverage companies that recognize and respond to their social lifestyles will thrive. That means thinking beyond product—toward experience. Where and how are your offerings consumed? How do they help Gen Z connect with friends, express their identity, and live their values?
The consumers of tomorrow are already showing us what they want: community and a future they can believe in. The question is—how will your brand meet them there?
Source: 1. Hartman Group Compass Eating & Drinking Occasions Database 2024.
2. Hartman Group Sustainability 2025: Do consumers care?