Beliefs Influencing Gen Z Food Purchasing Decisions

Appealing to the youngest generation of consumers, Gen Z is an increasing priority for the agriculture supply chain. The growing numbers of entry-level consumers are driving changes in food trends already. But what trends are most important to this generation?

According to survey data from research group Ketchum, 63% of 2,000 people said their food choices should signal their health, values and political beliefs. Respondents said sustainability, animal welfare and equality rights were essential factors in their food decisions. Still, only 16% said they look for sustainably sourced ingredients on food labels they might purchase. Instead, taste, value and affordability were the most influential factors in Gen Z purchasing decisions.

Gen Z still has questions about the overall food system, including 72% of surveyed believe the food system is broken, and roughly 66% find it hard to find information on how the food they eat was raised.

Read more on factors influencing Gen Z food trends here.