Majority of Gen Z Believe What They Eat Defines Their Identity

New research from Cassandra reveals 53% find food inspiration via social apps like TikTok.

To say that food matters to young consumers is an understatement. More than half of all Gen Z respondents stated that what they eat is indicative of who they are as a person. As food has become a bigger part of Gen Z’s identity, their food morality has shifted away from calories as a moral measure for “good” and “bad” food, instead prioritizing taste, nutrition and overall improvement of mental health. In fact, 47% of Gen Z surveyed stated that in the next few years they will be prioritizing more mental health focused eating.

Still, a quarter of Gen Z continues to view diet culture as a modern trend. While seeing through the algorithm is a trait of today's youth, it's critical that the corners of the internet that push harmful diet culture are taken into account as 1 in 4 Gen Z and Millennial see diet-focused eating trending up.

“Gen Z is truly leaving its mark on everything it touches — and the food industry is no exception,” says Kathy Sheehan, senior vice president, Cassandra. “Gen Z is changing the face of the industry, putting a greater emphasis on a holistic approach to food and using it as a way to express themselves. As a result, the industry is growing, and Gen Z has become its coveted but elusive audience. A question still lingers: Where can Gen Z be reached, and it is looking more and more likely that they are turning to social media, TikTok in particular, to explore this newfound love for food.”

TikTok's influence on food and the industry as a whole has become undeniable. Fifty-three percent of Gen Z respondents say they find inspiration for new foods through the popular social media app. TikTok has become an important tool for brands, informing more than just marketing strategies these days. Major food companies are developing entirely new product lines based on movements that spin up on the app. Not to mention, the rise of “food influencers” on TikTok stemming from overnight stardom through viral videos.

Gen Z is all about discovery, and food is no exception. They are eager for unique culinary experiences and are adventurous eaters. Due to the pandemic, Gen Z has become self-taught at-home chefs, thanks to the help of social media. This trend doesn't appear to be slowing down anytime soon as Gen Z has found a new way to be authentically themselves and brands and marketers should be taking note.

To learn more about the Cassandra Report and the benefits of becoming a Cassandra client, please visit https://cassandra.co.