Gen Z isn’t just a new generation of consumers — they’re a force reshaping the food and beverage industry. They’re craving both innovation and authenticity, all while staying true to their values around sustainability and health. As Gen Z’s influence continues to grow, brands need to pay attention — because meeting their demands is a must for staying relevant in 2025.
Here’s a rundown of the food and beverage trends driven by Gen Z that are expected to define 2025.
Global Flavors & Cultural Curiosity
As the youngest generation of Americans entering adulthood, Gen Z is also the most racially and ethnically diverse generation, so their growing interest in globally inspired flavors is no surprise.
Younger consumers are looking for authentic and adventurous culinary experiences. Exotic West African spices like grains of paradise and suya, Middle Eastern staples such as za’atar and sumac, and Filipino desserts like halo-halo and ube treats are gaining traction. Products that incorporate all these unique ingredients from global cuisines are shaping up to be one of the top food trends to watch in 2025.
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Values-Driven Consumption
When it comes to food purchases, Gen Z is driven by values. With sustainability in the lead, over half of Gen Zers are willing to pay more for environmentally sustainable products, according to a recent Whole Foods Market survey.
Ethical and zero-waste eating philosophy is prompting younger consumers to opt for products made with upcycled ingredients. Think snack chips made with “ugly” fruits and vegetables that would otherwise be thrown away. Plant-based foods and lab-grown products also continue to resonate as alternatives that use less energy, water, and land than animal-based products. These trends highlight the importance for brands to implement innovation with a positive climate impact in focus.
Health Meets Fun
In addition to cultural curiosity and sustainability, Gen Z is prioritizing food choices that promote their health. However, they aren’t willing to sacrifice fun or flavor for wellness.
Fancy adaptogenic snacks with ingredients like ashwagandha, reishi mushrooms, and maca, as well as mood-boosting beverages — infused with ingredients like L-theanine and hops — are poised for rapid growth in 2025. These products cater to Gen Z’s increasing interest in physical health and mental well-being without compromising on taste. For food product developers, this presents great opportunities to come up with new, trendy offerings combining functional benefits and indulgent flavors to tempt demanding Gen Z’s palates.
Related: Gen Z's Snack Wish List: Nostalgic, Novel, and Nutritious
Beverage Innovation
Unlike previous generations, Gen Z is redefining beverage consumption with a shift toward mindful drinking. Younger consumers crave innovation and personalization, and their focus on health benefits spreads into the world of drinks as well.
Low-alcohol and alcohol-free options, like kombucha-based cocktails and botanical spritzers, are on the rise. Low and zero-sugar, natural energy drinks offer a novel alternative to traditional caffeinated options. Drinks like HOP WTR, which combines hops with adaptogens, show how innovation can address Gen Z’s appetite for beverages that go beyond simple refreshment.
Social Media Influence
Social media platforms have become key channels for product discovery among younger consumers. According to a Statista survey, as much as 60% of Gen Zers have tried products they first encountered on social media.
In 2024, TikTok trends like freeze-dried candy and dirty soda exploded with popularity, and we saw some great examples of big brands capitalizing on them (e.g. Skittles Pop’d and Dr Pepper’s limited-release Creamy Coconut soda). The year 2025 is likely to bring new trends and opportunities. By monitoring social media and collaborating with creators, food and beverage manufacturers can stay in tune with Gen Z’s evolving preferences and act on trends quickly.
To learn more about Symrise and more food trend insights, contact the team today!
