Gen Z’s dietary preferences are evolving. To appeal to them, diet and nutrition brands will need to embrace international flavors and cuisines. We predict growth in categories that successfully blend Gen Z’s desire for nutritious, plant-forward foods with their craving for authentic, internationally-inspired flavors.
Younger generations are starting to turn towards diets at record rates. In 2021, 52% of Americans aged 18-34 followed a diet/eating pattern. Just two years later, that rate has jumped 14 points to 66%, the highest of any generation. These diets are typically calorie-counting, clean eating, mindful eating, and plant-based eating, all of which require specialized foods or behaviors. Gen Z is disproportionately likely to seek out clean label and plant-based products, and they are particularly interested in foods that feature whole plants.