Each generation dictates the characteristics that help define their particular group. In fact, one research organization has bestowed the nickname “True Gen” onto Gen Z, due to their passion for authenticity.(1)
Gen Z consumers also have a passion for food and they’ve been dubbed “unintentional foodies” in a NPD Group report. That’s because these new consumers are raised in a culture that discusses, celebrates and elevates food of all kinds from all cultures. And although they might be open to eating experiences that blend different ethnic specialties and spices, Gen Z’s passion for authenticity makes them prefer transparent labeling and simple, natural ingredients in foods and beverages.