Gen Z's relationship with food begins on their phones. Over 70% of this generation uses TikTok for food discovery, with Instagram and YouTube also serving as their primary search engines for culinary recommendations. This represents a fundamental shift from traditional food advertising channels that older generations relied upon.

The implications for FMCG brands are profound. Traditional marketing approaches hold little sway with this audience. Instead, Gen Z responds to viral food content, influencer partnerships, and authentic storytelling that feels organic rather than promotional.

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Platform-Specific Content Strategies

Each social platform serves a distinct purpose in Gen Z's food journey:

TikTok dominates with quick hacks and viral recipes. Content like "at what age did you learn that if you mix..." performs exceptionally well, tapping into Gen Z's love for discovering food secrets and shortcuts.

YouTube Shorts excel at immersive food stories and tutorial content, offering slightly longer-form content that can showcase preparation techniques and ingredient stories but  continues to distance itself from traditional YouTube video formats that used to perform in the past.

Instagram remains the go-to platform for aesthetic food photography and brand storytelling, where visual appeal and aspirational content drive engagement.

This multi-platform approach means FMCG brands must develop content strategies that work across different formats while maintaining consistency in messaging and brand identity.

Gen Z represents the most diverse generation in history, and their food preferences reflect this openness to global influences. They actively seek out bold flavours and international fusion combinations that would have seemed exotic or simply impossible to previous generations.

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The Rise of "Swalty" Trends

One particularly interesting development is the popularity of "swalty" flavours, combinations that blend sweet and salty elements. Think miso caramel, tahini chocolate chip cookies, or salted maple syrup drizzles. These complex flavour profiles appeal to Gen Z's sophisticated palate and desire for unique taste experiences.

Popular international flavour profiles include:

• Asian-inspired: Miso, black garlic, Yuzu, Gochujang
• Middle Eastern influences: Tahini, za'atar, harissa
• Global fusion: Korean-Mexican is a very popular combination with Middle Eastern-Western mashups following closely

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Functional Crossover Categories

Gen Z doesn't just want food that tastes and looks good, they want it to serve multiple purposes. This has led to the emergence of functional crossover categories:

• High-protein ice creams that satisfy dessert cravings while supporting fitness goals
• Probiotic sodas that offer refreshment with digestive benefits
• Adaptogenic drinks that promise stress relief and mental clarity
• Many more that continue to gain popularity

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While Gen Z shows strong interest in plant-based eating, they're not necessarily committed vegetarians or vegans. Instead, they embrace flexitarian approaches that prioritise plant-forward meals without completely eliminating animal products.

Data from Appetise reveals interesting patterns in dietary preferences among 18-24 year olds:

• High protein: 35.88% (the most popular dietary preference)
• Low calorie: 27.09%
• Low carb: 10.61%
• Vegetarian: 8.45%
• Gluten Free 7.25%
• Dairy Free 6.24%
• Pescatarian 3.03%
• Vegan: 1.44%

This data suggests that Gen Z prioritises functional benefits (protein, low calories) over strict dietary labels, presenting opportunities for FMCG brands to develop products that meet these functional needs regardless of whether they're plant-based or not.

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The Convenience-Nutrition Balance

Gen Z faces unique time pressures that influence their meal planning habits. They expect ultra-fast service with 20% expecting rapid delivery even for home cooking solutions. This has created massive demand for products that bridge the gap between convenience and nutrition.

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Popular Appetise Recipe Trends Among Gen Z Users:

Looking at Appetise's most popular recipes among all users (which includes a significant Gen Z demographic - 24% Appetise’s total users), we see clear patterns:

1. Honey Chicken with Rice - Simple, familiar flavours with easy preparation
2. One Pot Beef and Rice - Minimal cleanup, maximum flavour
3. Easy as Mince Pasta Bake - Comfort food with simple ingredients
4. Speedy Chicken Tacos - Fast preparation with customisable elements
5. Korean BBQ Chicken Burgers - Fusion flavours in familiar formats

These recipes showcase Gen Z's preference for meals that are quick to prepare, use accessible ingredients, and offer familiar comfort with unique twists.

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Gen Z is notoriously difficult to impress, with short attention spans and high expectations for authentic experiences. They can quickly identify and reject content that feels forced or inauthentic.

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Building Authentic Connections

Creator Partnerships: Collaborating with trusted influencers and content creators who genuinely align with brand values proves more effective than traditional celebrity endorsements.

Storytelling Over Selling: Gen Z responds to brands that share compelling stories about their products, ingredients, or mission rather than focusing purely on product features.

Exclusivity and Scarcity: Limited edition products and exclusive releases create buzz and urgency that appeals to Gen Z's desire for unique experiences. Examples in Australia and New Zealand include Tim Tam “Dark Choc Banoffee” and Whittaker’s Artisan Chocolate collabs which are perfect for social media hype and act like as catnip for Gen Z.

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Health-Conscious Drinking Habits

Gen Z's approach to beverages reflects their broader health consciousness. They're choosing less sugary drinks and driving unprecedented demand for non-alcoholic alternatives.

The non-alcoholic beverage market has exploded, with Gen Z seeking options that offer:

• Functional benefits (electrolytes, vitamins, probiotics)
• Sophisticated flavours that rival alcoholic counterparts
• Social acceptability for various occasions

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Budget Sensitivity and Value Perception

Despite their willingness to pay more for sustainable products, Gen Z faces significant budget constraints. Appetise data shows that among 18-24 year olds, budget sensitivity is notably high, with 49% reporting medium budget sensitivity and 29.16% reporting high sensitivity.

This creates a complex challenge for FMCG brands: delivering premium experiences and sustainable practices while maintaining accessibility for budget-conscious consumers.

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Saving Money as a Core Goal

Appetise data reveals that saving money ranks as the second most important goal among younger users (34.05%), closely behind eating healthier (35.42%) . This suggests that Gen Z wants to eat well but needs affordable options to do so.

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The Solo Dining Generation

Household composition data from Appetise shows that many Gen Z consumers are eating alone, with 38.08% of single-person households and 39.16% two-person households representing the largest segments. This has significant implications for product development:

• Smaller portion sizes that reduce waste
• Packaging that maintains freshness for individual consumption
• Recipes and meal solutions designed for one or two people

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Over 70% of Gen Z consumers are willing to pay more for sustainable products, making environmental responsibility a crucial factor in their purchasing decisions. This generation scrutinises packaging, sourcing practices, and brand values with unprecedented attention.

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Key Sustainability Priorities

Packaging Innovation: Gen Z actively seeks brands with reduced waste and eco-friendly packaging. They're quick to call out companies that engage in greenwashing or use excessive packaging. Compostable wraps and plastic free packaging continue to gain popularity.

Hyperlocal Sourcing: There's growing demand for locally sourced ingredients and products that support regional food systems.

Transparency: This generation expects brands to be open about their supply chains, ingredient sourcing, and environmental impact.

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Snackification and Micro-Meals

Traditional three-meal structures are giving way to "snackification", the trend of consuming smaller, more frequent meals throughout the day. Gen Z's busy lifestyles and preference for flexibility have accelerated this shift.

This creates opportunities for FMCG brands to develop products that work as:

• Standalone snacks that provide substantial nutrition
• Meal components that can be combined in various ways
• Portable options that fit into irregular eating schedules

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Gen Z's influence on the FMCG industry extends beyond their current purchasing power. Their preferences are becoming mainstream, influencing older generations and setting expectations for future food innovation.

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Key Strategies for FMCG Success

Embrace Digital-First Marketing: Invest in authentic social media content that provides value rather than just promoting products.

Develop Functional Products: Create foods that serve multiple purposes, taste, nutrition, convenience, and sustainability.

Prioritise Transparency: Be open about ingredients, sourcing, and environmental impact.

Design for Flexibility: Develop products that work across different meal occasions and eating patterns.

Consider Global Flavours: Incorporate international ingredients and fusion concepts into mainstream products.

Understanding Gen Z's meal planning habits provides crucial insights for FMCG decision-makers. This generation's preferences for bold flavours, sustainable practices, convenient nutrition, and authentic experiences are reshaping the entire food landscape.

The brands that succeed will be those that recognise Gen Z not just as consumers, but as collaborators in creating the future of food. By embracing their digital-first approach, sustainability values, and desire for authentic experiences, FMCG companies can build lasting relationships with this influential generation.

As Gen Z continues to mature and increase their purchasing power, their impact on the food industry will only grow. The time to adapt is now, those who understand and respond to these evolving meal planning habits will be best positioned to thrive in the rapidly changing FMCG landscape.

The data tells a clear story: Gen Z is transforming how we think about food, from discovery to consumption to disposal. For FMCG brands willing to listen, learn, and adapt, this generation offers unprecedented opportunities for growth and innovation.

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Why Gen Z Drives Food Innovation

Gen Z’s preferences are reshaping demand signals upstream from product pipelines to retailer shelf plans. Brands that fail to adapt risk irrelevance. Food innovation and product development teams need data, speed, and insights to:

• Reduce flop rates in NPD
• React to faster trend cycles
• Build products that meet modern consumer “jobs”

Function-First Formulation

Gen Z sees food as fuel and therapy, not just indulgence.

• Opportunity: Snacks and beverages with targeted functional claims (e.g. “Focus crackers,” “Calm bites,” “Prebiotic oat bars”)
• B2B Value: Help brands identify white space between trend and functional form

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Culturally Fluent Fusion

Gen Z favours global, layered flavours with personal or nostalgic twists.

• Opportunity: Flavour-forward products rooted in global cuisines (e.g., “miso maple,” “tamarind BBQ,” “ube cheesecake”)
• B2B Value: Guide brands on cultural authenticity vs novelty balance

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Sustainable Innovation

Gen Z demands products that do more with less.

• Opportunity: Products that incorporate upcycled ingredients (e.g., oat pulp, citrus peels, veggie stems) without compromising taste or format.
• B2B Value: Support sourcing + narrative, not just the formulation

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Experimental Formats

Gen Z is format-fluid. They're open to innovation, especially in snacks.

• Opportunity: Think beyond bars and chips. Consider hybrid formats like:
  • Crunchy + creamy snack clusters
  • Freeze-dried desserts with functional benefits
  • Chewables, pastes, or “unwrapped” bites
• B2B Value: Identify form factors that align with usage occasions (commute, class, gaming, workout, etc.)

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Co-Creation-Ready SKUs

Gen Z wants to shape what’s made, not just consume it.

• Opportunity: Limited drops or MVP products with open feedback loops
• B2B Value: Build a “fast feedback” layer into innovation cycles,  create digital lab for early-stage validation and gather micro-feedback (before full-scale retail).

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Retail-Ready Claims That Cut Through

Claims drive trial, especially among Gen Z, who scan for “What does this do for me?”

• Opportunity: Rethink back-of-pack messaging and front-of-pack claims that:
  • Connect to a benefit ("brain fuel")
  • Fit Gen Z’s language (less “immune health,” more “daily reset”)
  • Spark sharing (bold, clever, visual)
• B2B Value: Optimise copy and design to convert at shelf or on-screen

Appetise can help you to understand Gen Z beter and find signals for faster, more relevant food innovation.

• Understand real behaviour, not just trends
• Pressure-test early ideas
• Validate form, flavour, function before shelf

Want to understand more about Gen Z or other demographic groups? Book a short call.