Gen Z is back in the survey spotlight once again as their penchant for sustainable foods displaying transparency is redefining how companies market their 'new food' products. This demographic's purchasing decisions are heavily influenced by environmental and ethical considerations.
Recent research conducted with US based, WholeFoods Market indicates Gen Z is not just a passive consumer group but actively seek out brands aligned with their values of sustainability and quality. A striking 84% of Gen Zers surveyed are willing to pay more for products both sustainable and ethically sourced, signaling a major shift towards conscious consumerism.
Source: © Yuri Arcurs - GenZ'er shopping for organic vegetables
In terms of specific food preferences, plant-based diets are gaining traction among Gen Z for their health and environmental benefits. This has resulted in a significant impact on the market, with plant-based meat and dairy alternatives seeing a consistent increase in demand. Innovative plant-based products, especially those incorporating novel proteins like chickpea and lentil, are on the rise, catering to the health-conscious and environmentally aware Gen Z consumers.
Source: © Simmisimons | Dreamstime.com
The influence of Gen Z on the food industry is also reflected in their consumption patterns. They prioritise health and sustainability, often choosing plant-based alternatives promising both nutritional value and a minimal carbon footprint. However, this demographic also places a high emphasis on taste and affordability, indicating while they are willing to invest in sustainable options, these products also need to be competitively priced and flavourful.
Jason Buechel, CEO of Whole Foods Market, encapsulates this shift in market dynamics. "As Gen Z generates a higher demand for environmentally conscious products, we have continued to increase our efforts toward climate-smart agriculture and responsible sourcing practices. This generation gives me great optimism as we continue to protect our food systems for future generations to come," says Jason Buechel. This statement reflects a broader industry trend where sustainability is no longer a niche market but a mainstream demand, especially among younger consumers.
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