Generation Z, those born 1997 to present, has the potential to take demand for “real” unadulterated food to new heights, finds a new report from The NPD Group, a global information company. Raised by Gen X parents, Gen Zs have higher consumption rates of organic foods and beverages than any other group, and they were taught at a young age the value of food in terms of function and nutrition and not just how it tastes.

Aged about 20 years and younger and representing 27% of the US population, Gen Zs are assumed by many to be an extension of the Millennial generation, but there are differences that require grocers and food manufacturers to fine-tune their messages. Gen Zs are similar to Millennials in that they demand authenticity, freshness, and purity in the products they use, but even more than Millennials, Gen Z consumers say clean eating improves their quality of life and fresh foods play a large role in this lifestyle. This post-Millennial generation is already following through with this sentiment in their actions – Gen Z accounts for some of the heaviest use of organic and non-GMO foods, according to the NPD report, Make It Happen for Gen Z.
 
Gen Zs also differ from Millennials in their attitudes towards large, multi-national brands. When Millennials became adults and began grocery shopping there was a noticeable shift in favor of smaller, niche, local brands. Prevailing sentiments among Gen Zs, however, represent a shift in this thinking. In many ways Gen Z consumers think of themselves as having a personal brand with a story and values by which to live. They seek brands that support their story, and they are willing to use them regardless of a brand’s size.