As we get comfortable into 2025, it is evident that Gen Z—those born between 1997 and 2012—will become one of the most influential consumer groups in the food and beverage (F&B) industry. This generation’s values, preferences, and behaviors are shaping the future of the market, pushing brands to rethink how they create, market, and sell their products. Gen Z’s distinct tastes and ideologies are driving a shift toward more sustainable, health-conscious, and purpose-driven F&B choices.
According to a report, Gen Z will represent 40% of global consumers by 2025. This generational cohort already spends an estimated $360 billion annually in the U.S. alone, a figure that is expected to rise as they mature into the primary purchasing force. Brands that understand and cater to their evolving tastes will not only secure loyalty from this powerful demographic but will also set the tone for future trends.
Here, we delve into the top trends that are expected to shape the F&B landscape for Gen Z in 2025, supported by data-driven insights, and real-world examples.
1. Moodful Moments: Comfort and Emotional Connections
The fast-paced, hyperconnected nature of Gen Z’s daily lives has fostered a generation seeking emotional balance and well-being. According to Pew Research, Gen Z is the most anxious generation, with many turning to food and beverages as sources of comfort, nostalgia, and emotional escape. As such, emotional connection through food is becoming increasingly important. Gen Z doesn’t just want to consume—they want to feel something when they do.
A significant part of this trend is rooted in nostalgia marketing, which leverages memories of childhood or simpler times to form emotional bonds. This is particularly powerful in the F&B space, where brands can tap into these emotions to forge deeper connections. Furthermore, mood-enhancing beverages and products designed to soothe or elevate emotions are increasingly popular.
Examples:
- ColourPop’s “Twilight Collection” (2024 Limited Edition): In 2024, ColourPop Cosmetics launched their Twilight Collection, a limited-edition line inspired by the Twilight movie franchise. The collection sold out immediately upon launch—a clear example of how nostalgia-driven marketing can create immediate demand. ColourPop cleverly tapped into the enduring popularity of the Twilight saga, a favorite among Millennials and Gen Z, by offering makeup products that evoke memories of the franchise’s iconic themes and aesthetics. This collection leveraged both the nostalgia for the series and the power of limited-time exclusivity.
- McDonald’s “McRib” Return (Fall 2023): McDonald’s has used nostalgia marketing with the McRib for decades, bringing it back periodically to generate excitement. The Fall 2023 return of the McRib was a highly anticipated event, marking its seasonal comeback after a long hiatus. McDonald’s builds excitement and scarcity around the McRib, a strategy that capitalizes on nostalgia for the unique taste of the McRib sandwich, which many consumers associate with specific memories or times of year. This tactic ensures strong consumer engagement and social media buzz around the brand’s limited-time offering.
- Pop-Tarts “The First Edible Mascot” (2024 Campaign): Pop-Tarts made waves in 2024 with a bold experiential marketing campaign called “The First Edible Mascot.” This campaign introduced a life-sized edible version of their mascot, transforming it into an interactive brand experience. The campaign was a fun and nostalgic celebration of the brand’s long-standing presence in pop culture. The spectacle was designed to evoke the fun, youthful memories of eating Pop-Tarts as a child, creating a unique shared experience for consumers that quickly became viral. The experiential activation combined nostalgia for the brand with a modern social media moment, generating massive conversation online.
A study reveals that 58% of Gen Z consumers choose products that offer emotional comfort and stress relief, further emphasizing the importance of this trend in the market.
2. Wellness Reimagined: Health Meets Indulgence
Reasoning & Emergence: Gen Z is redefining what it means to live a “healthy lifestyle.” Unlike previous generations, they are prioritizing both physical and mental wellness in a holistic manner. This generation is not willing to compromise on flavor or indulgence for the sake of health. Brands are responding by creating products that combine functional wellness—such as probiotics, protein, and superfoods—with guilt-free indulgence.
The preference for clean-label products, those with minimal and transparent ingredients, is a driving force in this trend. Gen Z values natural, allergen-free, and plant-based products. Health-conscious indulgence is expected to grow by 12% annually, driven primarily by Gen Z’s demand for both functionality and taste.
Examples:
- Moo Ice Cream Bites: Moo Ice Cream Bites are a perfect example of guilt-free indulgence. These bite-sized frozen treats offer the deliciousness of ice cream but in a more portion-controlled format. The products are designed to appeal to consumers who want the indulgence of ice cream while also being mindful of their health. Moo offers options with lower sugar and higher protein content, making them a great choice for health-conscious snackers.
- Non-HFSS Monster Munch Crisps: In 2024, Monster Munch launched a Non-HFSS (High in Fat, Sugar, and Salt) version of their popular crisps. These snacks cater to consumers who want to enjoy savory indulgence without the guilt of high sugar or fat content. The new version maintains the iconic taste and crunch but with better-for-you ingredients and a lower calorie profile, making them more accessible to health-conscious consumers.
- Oobli Sweet Protein Chocolate Bar: Oobli’s Sweet Protein Chocolate Bar is an excellent example of how chocolate can be indulgent and functional. Made with plant-based protein, these bars deliver a rich chocolate flavor along with a protein boost, making them an ideal snack for those who want to indulge in chocolate without feeling guilty. The use of plant-based protein and the focus on clean ingredients make it an ideal choice for health-conscious chocolate lovers.
73% of Gen Z consumers are interested in foods that provide health benefits, with a 40% increase in demand for plant-based alternatives over the past two years.
3. Curated Indulgence: Novelty and Sensory Experiences
For Gen Z, food is not just about sustenance—it’s about experiential indulgence. This generation is drawn to novelty and sensory-driven products that offer a new taste, texture, or interaction. The digital world, particularly social media, has cultivated an environment where “viral foods” gain traction rapidly, with novelty flavors and unique product formats becoming essential to brand success.
In 2025, expect bold, unconventional flavors and products that offer a multisensory experience, which provides escapism and adventure. Whether through intense flavor profiles or innovative formats, brands that embrace experiential indulgence will likely see the most traction.
Examples:
- Cicis Pizza and Eggo’s Chicken and Eggo Waffles Pizza: The fusion of sweet and savory flavors creates a unique culinary experience, blending two classic comfort foods—pizza and waffles—into one innovative offering. The combination of crispy textures from the waffles and the flavor complexity of maple syrup on a pizza base elevates the sensory experience of eating pizza to a whole new level.
- Ginsters Spicy Sausage & Red Pepper Pasty: This limited-edition pasty features a blend of spicy sausage and red peppers wrapped in a golden, flaky pastry. The hearty filling of savory ingredients offers an alternative to the typically sweet-filled offerings associated with the Halloween season. The spicy heat of the sausage and the smoky sweetness of the peppers create a balanced, bold flavor profile that stands out in the crowded fall snack market.
- Doritos Flamin’ Hot Limon: With its bold combination of spicy and tangy, this product represents Gen Z’s affinity for extreme flavors that trigger intense sensory experiences.
- Ben & Jerry’s “Limited-Edition Flavors”: Known for offering seasonal and experimental flavors, Ben & Jerry’s taps into Gen Z’s craving for novelty and excitement in indulgent treats.
A report found that 64% of Gen Z is more likely to experiment with new flavors and limited-edition products, underscoring the growing demand for novelty and sensory-driven indulgence.
4. Authenticity and Origins: The Story Behind the Product
Authenticity and transparency are essential values for Gen Z. This generation, raised in a time of misinformation and “greenwashing,” demands full transparency from brands. They seek products with clear origins and those that align with their values, whether it’s sustainability, fair trade, or ethical sourcing. Traceability is not just a bonus; it is a prerequisite.
Brands that emphasize authentic storytelling—about where ingredients come from, how they’re sourced, and the ethical practices behind their products—will resonate deeply with Gen Z. This is a generation that places a high value on purpose-driven brands and expects to see genuine commitments to sustainability and social impact.
Examples:
- AB InBev: AB InBev is using blockchain technology to ensure sustainability in its beer production. Their grain-to-glass efforts focus on smart agriculture, water stewardship, circular packaging, and renewable energy, aiming to reduce CO2 emissions and environmental impact.
- Griffith Foods: Griffith Foods uses Fair Trade, Marine Stewardship Council (MSC), and Rainforest Alliance certifications, ensuring sustainable sourcing and ethical practices in its ingredients.
- Maple Hill Creamery: Maple Hill Creamery uses regenerative farming practices and 100% grass-fed cows to produce high-quality dairy products with a minimal environmental footprint.
A Deloitte 2024 report revealed that 45% of Gen Z consumers are more likely to purchase from brands that offer transparent sourcing and production practices.
How Brands Can Leverage These Trends for GenZ
To successfully capture the attention of Gen Z in 2025 and beyond, brands need to take a multi-faceted approach that aligns with the evolving preferences and values of this generation. Gen Z is looking for more than just products; they want experiences, connections, and brands that align with their personal values. Here’s how brands can effectively leverage these trends to engage Gen Z:
1. Emotionally Intelligent Products
Design offerings that connect with Gen Z on an emotional level.
For Gen Z, emotional connection is key. Products that evoke nostalgia, support mental wellness, or provide an emotional escape resonate deeply. Whether through nostalgic flavors, comforting experiences, or products designed to help boost mood and reduce stress, offering an emotional connection is essential. Brands should aim to create products that don’t just satisfy hunger or thirst but also resonate with the emotional state and lifestyle of their target consumers.
2. Innovative Wellness Solutions
Offer clean-label, functional wellness products that blend health with indulgence.
Gen Z is highly health-conscious and values products that support both physical and mental wellness. However, they don’t want to compromise on taste. This means offering clean-label, functional wellness products that combine nutrient-rich ingredients with indulgent flavors. Whether it’s plant-based, protein-enriched, or made with all-natural ingredients, these products need to be both healthy and enjoyable.
3. Sensory-Driven Experiences
Create bold, exciting flavors and formats that cater to Gen Z’s desire for novelty and sensory escapism.
Gen Z craves sensory-driven experiences that offer new and exciting ways to engage with food and beverages. They seek out products that not only taste good but provide a new sensory experience. This can include innovative textures, unexpected flavor combinations, or even interactive eating experiences that offer an element of surprise or fun. Products that break the norms of traditional snacking or drinking, such as limited-edition flavors or unusual textures, will attract their curiosity and interest.
4. Authentic Storytelling
Be transparent and authentic in sharing the stories behind your products, especially in relation to sourcing and sustainability.
Transparency is crucial for Gen Z consumers. They are drawn to brands that share the story behind their products, especially when it comes to ethical sourcing, sustainability, and social responsibility. Brands that openly communicate their environmental impact, social initiatives, and sourcing practices will build trust and loyalty among Gen Z consumers, who want to support brands that reflect their own values.
5. Convenient Yet Quality Products
Focus on delivering high-quality, portable products that fit into Gen Z’s busy, on-the-go lifestyle.
Gen Z leads a fast-paced life, often juggling work, school, and social commitments. Convenience is a key factor in their purchasing decisions, but they won’t sacrifice quality for convenience. Brands must focus on creating easy-to-carry, high-quality products that cater to their active lifestyle. These could include grab-and-go meals, snacks, and beverages that are not only portable but also made with high-quality ingredients that align with their values of health and taste.
Conclusion
These insights highlight the significant shifts in Gen Z’s preferences, which are set to reshape the food and beverage industry in 2025. Brands that understand the deeper motivations driving Gen Z—emotional connections, wellness, novelty, sustainability, and convenience—will be better equipped to create products that not only capture their attention but also foster long-term brand loyalty.
By embracing these trends, brands can position themselves as leaders in the rapidly evolving market, driving growth and innovation in the years ahead. Adapting to these changes and keeping pace with Gen Z’s demands will be key to sustaining success in the dynamic F&B landscape of 2025 and beyond.
