Generation Z (born between 1997 and 2012) is profoundly influencing the food industry, bringing new dynamics to purchasing behavior both offline and online. This generation is particularly committed to quality, sustainability, and personalization, and its connection with technology is changing how they discover and purchase products.
According to KeHE Distributors, a major player in U.S. distribution, the predicted trends for 2025 show that modern consumers are adopting a hybrid approach to shopping, seamlessly navigating between online and in-store experiences.
This multichannel behavior has a significant impact on purchasing power, with an increase of +86% compared to those who use only one channel, opening new opportunities for retailers.
In the offline context, Gen Z tends to prefer alternative stores over traditional supermarkets. Around 20% of food purchases take place in food halls, covered markets, and specialty stores—locations that offer a more dynamic and diverse experience compared to conventional spaces.
Moreover, this generation shows a strong interest in local and high-quality products, with a strong inclination towards foods that adhere to sustainability principles. Many young consumers are willing to pay a higher price for foods perceived as natural and authentic, a behavior that aligns with KeHE’s proposition, which highlights how quality and freshness are key elements in meeting the expectations of this market segment.
Health and sustainability are, in fact, among the main factors driving Gen Z to make conscious and responsible food choices.
Regarding the online channel, Gen Z is highly active on social media platforms such as TikTok and Instagram, using them not only to discover food trends but also to purchase directly via “buy buttons.” This phenomenon, which has seen over 53% of young consumers make purchases directly from social media, indicates how these networks have an increasing impact on purchasing decisions.
Thanks to platforms like TikTok, food products can go viral in a short time, generating impulsive purchases and exponentially increasing demand. In this context, KeHE emphasizes how social media is transforming the way consumers discover food products, creating new opportunities for retailers looking to leverage the marketing potential of digital platforms.
Gen Z also stands out for its conscious approach to shopping, actively seeking reviews, recommendations from friends, and product information before making a purchase. This behavior is facilitated by the digital availability of product information, which enables informed decision-making.
Additionally, Gen Z exhibits a strong inclination toward purchasing from online retailers, preferring platforms that offer a wide range of options and the ability to quickly compare prices. Food companies will therefore need to focus on providing a simplified and intuitive user experience to attract and retain young consumers. It is important to note that Gen Z expects personalized shopping experiences, with a strong demand for tailored solutions that align with their values and individual preferences.
According to some research, it will be Generation Z that redefines the food market with an increasing focus on quality, health, and sustainability, driven by its familiarity with technology. Food companies will need to respond to these demands by evolving their business model, creating more flexible and personalized shopping experiences, and leveraging the potential of digital platforms to attract and retain this young generation. As KeHE also highlights, it is crucial for retailers to offer a multichannel assortment that meets the tastes and expectations of this increasingly influential segment.
