Generation Z, those born 1997 to present, now represent 27% of the US population, a larger group than Millennials, and although only older Gen Zs are entering adulthood, their impact on the food industry is already being felt, finds a new study by The NPD Group, a global information company.  Gen Zs, many of whom were raised by Gen Xers, grew up understanding the purpose of food and how it fits into a well-lived life. As a result this generational cohort has set expectations that food and food brands will follow their needs and not the other way around. 

By virtue of their upbringing, Gen Zs are unintentional foodies and were brought up in a culture that talks about, celebrates, and entertains with food, according to the recently released NPD report, Make it Happen for Gen Zs. They are told at an early age what their food can do for them in terms of functional and nutritional value and not just how it tastes, bringing a new definition to the “value” of food.  Gen Zs, like the Millennials, prefer food and beverages with transparent labeling and an absence of artificial ingredients; skeptical of big brands and too many label claims, finds the NPD report, which takes a holistic look at the attitudes, behaviors, and voices of Gen Zs.