Creative and purposeful, connected yet lonely, anxious yet optimistic, Gen Z are an intriguing and inspiring lot. According to the EY Gen Z Success Study, where previous generations may have valued success from the outside-in (status symbols, high-profile careers, money, fame), Gen Z see success from the inside-out, placing more emphasis on experiences that fulfil them creatively and make memories.
Gen Z are looking for a daily dose of joy, and often find it in food and drink moments, using these in their own unique ways to experience sensations, have fun and build identities. Online is their playground and the influencer mindset is strong. We look at six ways food and drink brands can deliver a daily dose of joy to young consumers.
The joy of nostalgia
Nostalgia evokes a feeling that soothes the information overload of the 21st century. In times of uncertainty and fears for the future, Gen Z embrace nostalgia to transport them to a happier, simpler time. Previous eras feel familiar and somehow homely, even for those who didn’t experience them the first time round. This year, McDonald’s celebrated the birthday of its furry purple mascot Grimace with a nostalgia-fuelled campaign showing the character ringing in his birthday at McDonald’s restaurants over the years. And in April McVitie’s launched a major campaign to Bring Back the Biscuit Break and boost employee wellbeing. Fronted by Martine McCutcheon, it harks back to office culture before back-to-back video calls, and is founded on research that found 70% of the nation’s workforce take under 15 minutes break a day outside of their lunchbreak.
The joy of surprising combinations
To break through on TikTok and Instagram, content creators are testing ever-more surprising combinations. Ice cream and pickles; watermelon and mustard; dark chocolate and egg; bell peppers as low-carb alternative to bread with sandwich fillings; Flamin’ Hot Cheetos salad. A key food industry prediction in Unilever’s Future Menu Trends report 2023 is an increase in contrasting flavours, textures and cooking techniques that create multisensory experiences to play into this curiosity for novel flavour experiences. Possible pairings may range from sweet and spicy flavours to crunchy and chewy textures or even mixing hot and cold elements in one dish. Walkers tapped into this trend with a limited edition ‘mash-up’ of traditional crisps flavoured to taste like other brands including Doritos Chilli Heatwave, Wotsits and Monster Munch.
The joy of social good
Gen Z want to have fun, but without the planet and other people paying too high a price. Choosing products that align with their values, means indulgence comes with a feelgood glow. BuzzBalls cocktails in spherical plastic, lend themselves to moments of joy and display. They’re recyclable, gluten-free, kosher, and contain real fruit juice, and are produced by an independent business that was founded by a woman. This combination of conscious consumerism and decadence has led to TikTok fame with the hashtag #BuzzBalls gaining 14 million views.
The joy of wellness
Despite being big consumers of fast foods, healthy eating is a key concern for Gen Z. As the only generation to put mental health in the top three benefits gained from foods and drinks, these are part of a holistic approach to ‘feeling well’. They’re driving a shift away from meat towards more plant-based foods, from plant milks and vegetable protein products to healthier international dishes discovered on socials.
When it comes to fitness, Gen Z recognise the unhealthy pressure to follow hype, so they embrace body positivity. They are less inclined towards dieting and more towards products that optimise health. PepsiCo leaned into this trend with Soulboost, a sparkling water with functional ingredients. It comes in two varieties: Lift, which is designed to support mental stamina, and Ease, designed to support relaxation.
The joy of live gaming
Live gaming offers Gen Z players meaningful interactions with others in a virtual environment, building friendships and communities online. Food brands are increasingly appealing to e-gamers, bringing more excitement and novelty to the gaming experience with limited edition launches and influencer collabs. Last year Coca-Cola announced a limited edition flavour in collaboration with popular multiplayer video game League of Legends – its first partnership with a gaming company. A series of in-game events as part of the soda release tied the collaboration to the gaming experience. Last year also saw the launch of Minecraft Square Pint ice cream from N!ck’s, a Swedish better-for-you snacks and treats brand available in the US. Forming partnerships with strong gaming communities is part of a shift towards finding communities where they are, rather than generalised campaigns on social media platforms.
The joy of status posting
Food has emerged as a status symbol for price sensitive Gen Z. Young people romanticise their daily lives by indulging in peak moments and sharing them on social, and coveted food and drink items play into this behaviour better than high-cost one-off purchases. A smoothie from the upscale US grocery store Erewhon may cost $20, but its viral power has drawn multitudes of curators looking to align with the likes of Hailey Bieber and Bella Hadid, who put their names to one. Showing off doesn’t have to come with a hefty price tag, though – creative and individual Gen Z indulge in conspicuous display across a range of aesthetics and values that chime with who they are.
At 2.5 billion, Gen Z is now the world’s largest cohort, accounting for a third of the global population, with a huge influence on future product development. Food brands can win by meeting them where they are and finding ways to surprise and delight with joyful moments to feed into lives of curated creativity.
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