(P08-004-24) Attitudes and Behaviors of Gen Z Consumers on Food and Nutrition

Objectives: In the U.S., little is known about how Gen Z’s (individuals born 1997-2012) attitudes and behaviors around food and food products differs from other generations. Therefore, the objectives of this study were to better understand who and what influences Gen Z’s knowledge of and decisions around food and nutrition, how their eating habits differ from other generations, and identify the food issues Gen Z is most concerned about.

Methods: A 15-minute online survey composed of 47 questions was fielded from April 7 – April 18, 2023, among 2,000 nationally representative U.S. children and adults (ages 13 or older) with margins of error at +/- 3% at a 95% confidence level.

Results: 463 respondents were classified as Gen Z (13-26 years old), 542 as Millennials (27-42 years old), 471 as Gen X (43-58 years old) and 524 as Boomers (59-77 years old). 76% of Gen Z respondents said sustainability is an important factor when making a food purchase and 72% said animal welfare is important to them when purchasing food products, but only 16% reported looking for sustainably sourced ingredients on labels when considering foods to purchase and 5% say that animal welfare has impacted their eating pattern. 59% of Gen Z respondents reported often feeling judged by others for their food choices, including eating a certain way to show that they are healthy (60%), that they care about the environment (51%) or that they support a political issue (41%). 62 % of Gen Z believe that their eating pattern is wrong, compared to 48% of Millennials, 46% of Gen X and 26% of Boomers.

Conclusions: Gen Z has a complicated relationship with food that is highlighted by a “say-eat” gap that shows a distinction between what Gen Z respondents said is important to them versus what impacts their food choices. Taken together, the findings of this survey can help key stakeholders across the food system better understand the attitudes and behaviors of Gen Z on food and nutrition concepts that may shape future purchasing habits.

Funding Sources: This work was funded by Ketchum.