Eating habits and food preferences of generation ‘’Z’’ Ludmila Caceva
I am a part of generation Z, I am 16 years old, and I am a foodie. I love food. I love making it, eating it, learning about it and sharing it. I decided I wanted to know some more about how my generation is connected with food. I did some research on the topic and this is what I found.
Who is Gen Z? Generation Z is generally defined with birth years ranging from the mid to late 1990s to around 2010. They already make up 7% of the North American workforce in 2016, and they are its most-diverse group. They were raised in an online world that ignores most social, economic, and racial boundaries. They grew up with touchscreens, not computers. They live in a time of recession, terrorism, and complexity. Live streaming is commonplace. They have an attention span of about 8 seconds, and about 11% have ADHD (attention deficit hyperactivity disorder). They have FOMO, a “fear of missing out.� 1 They are so far the most multicultural generation. When they are asked a question about food, the first thing that comes to their mind is organic, sustainable and natural, but also things like McDonalds and Subway. This is how everyone sees us. As the kids, teenagers and young adults, who cannot survive without being connected, without being online. Is this necessarily a bad thing? We can literally have the whole world in our hand, just by going on Google Earth. Generation Z are now thinking of brilliant, world-changing ideas at the age of 16. We are quickly catching up to our older friends, the Millennials.
Who are the Millennials? Also known as generation Y, they are born between the years of mid 1980 and mid 1990s. They are more likely to support same-sex marriage and the legalization of drugs.2They are the first generation who are connected all the time. The difference between gen X and gen Y is that gen X-ers pretty much grow up on technology while members of gen Y had to teach themselves how to use it in their teenage years. But the Millennials are the ones who make money out of smart technology. Weather it is from blogging on you-tube, or creating a new social platform, or designing new games for computers, they have learned how to dominate this world providing gen X and all the other generations with a virtual world. Picture 1 (headline picture) : Vitto, Laura. "75 Tasty Instagram Accounts Every Foodie Should Follow." Mashable. Mashable, 27 Nov. 2013. Web. 01 Jan. 2017. http://mashable.com/2013/09/15/foodie-instagramaccounts/#fkvN9iOVVkq8 1
Elmore, Tim. "Contrasting Generation Y and Z." The Huffington Post. TheHuffingtonPost.com, n.d. Web. 01 Jan. 2017. http://www.huffingtonpost.com/tim-elmore/contrasting-generation-y-_b_5679434.html 2
"Generation Boris." The Economist. The Economist Newspaper, 01 June 2013. Web. 01 Jan. 2017. http://www.economist.com/news/britain/21578666-britains-youth-are-not-just-more-liberal-their-elders-theyare-also-more-liberal-any
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Millennials are also the first generation who are known for being foodies. Foodie A person with a particular interest in food; a gourmet. "he is an avid foodie and successful restaurateur" - Oxford dictionary definition They care about where their food comes from, they want to know what they are eating. They know about the problems happening all around the world which are connected to food and they make an effort on fixing them, even from a young age. They compost, eat organic foods and bio products, cook out of what they grow in their gardens and don’t mind spending money on dinning out with friends even if they are financially unstable. Do we, gen Z, take an example from them? Many researches have been made on the Millennials generation. We know who they are, what they want and we know how to present our goods so that they are interested. This is what we know about Millennials and food:
data by: Kelly Ashworth.com made by: ThinkSplendid.com
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And what do we know about gen Z so far?
Mattson, Matt. "Marketing Fraternity/Sorority to Generation Z." Innova Marketing. N.p., 11 Mar. 2016. Web. 12 Jan. 2017. https://innovagreek.com/?p=1728
Fresh. Fast. Made from scratch. Healthy. Delicious. Customizable. Organic. Sustainably sourced. Convenient. 3 With a population of 2.62 billion worldwide, Generation Z far outnumber Millennials (1.74 billion), according to research from NextGeneration Recruitment. Even at their young age, they accounted for $76 billion in restaurant revenue last year, according to market research firm The NPD Group.4 So even though very little research has taken place for our group, we can already say that we are following our older friends’ footsteps when it comes to the subject of food. We are still limited by our young age and lack of knowledge and experience when it comes to cooking, because most of us still live with parents who supply food. Compared to gen Y, who live on their own already and therefore have much more experience with culinary, making their own food and going to their favourite restaurants and paying for their food by themselves. Possibly in the future, when gen Z age, we will become the foodie generation. But perhaps will not and will not have as much interest in food as gen Y. Gen Y were the first generation whose lives were fully influenced by their phones and social media. This is one of the reasons why they follow and keep up with all the food trends. As well as fashion trends, social platforms such as Pinterest and Instagram promote food trends and motivate young people to cook. If you were to ask gen Y where they find inspiration and recipes for cooking, I am sure the most common answer will be social media. It is one of the most influential platforms of our time. And this is what makes them so similar to gen Z. 3 Restaurants, By Restaurants For. "Menu Ideas for Generation Z." RSS. N.p., n.d. Web. 18 Sept. 2016. http://www.getvenga.com/blog/the-generation-z-menu 4 "What Restaurants Need to Know about Gen Z." Get Venga. N.p., n.d. Web. http://www.getvenga.com/blog/generation-z
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Even in the world of gen Z, social media is one of the biggest life influencers. What they taught me in primary school, was that genetics, friends and family and the society you live in make the person you are. But in today’s world, we also need to take in count all the social media. I personally follow food pages on Instagram and Facebook. If I see a nice picture of food that looks delicious, I immediately look if there is a recipe included. If yes then I look through the ingredients and see if we have all of them at home, or if I can buy them in a shop nearby. And a lot of my peers follow the same routine when looking for something to cook while their parents are away. Looking through the internet for the most talked about topic online, I found that food isn’t very high up in the list. This trend is predicted to change, as the number of people who identify themselves as food bloggers rises. When social media started to take a big part in everyday life, food was not something people wanted to learn about in the first place. After discovering the whole world through social media platforms, users became interested in certain topics more and more. Today, it is not uncommon for somebody to make a living of making videos on YouTube or posting pictures of food on Instagram. Even though we (gen Z) use social so much, we still prefer personal contact over communicating through the internet when it comes to something important. A survey5 I made for generation Z showed various results, some more predictable than others. I managed to send the survey out to individuals in various cultures, such as to the Middle East, Eastern and Western Europe and to a variety of students from public and private schools. Since I am a part of generation Z and nearly all of my friends are, I did not find the results unexpected. I found that more than 75% of gen Z-ers would consider themselves as foodies (fig. 1).
Would you consider yourself a foodie? (somebody with a particular interest in food; a gourmet)
Figure 1
When it comes to cooking, in the consequence of our young age, our culinary 5 Caceva, Ludmila. "You and Food, Gen Z." Google Docs. N.p., 10 Sept. 2016. Web. 28 Dec. 2016. https://docs.google.com/forms/d/1IInFU9QY8hTmXH10TeenAjLSq2RMV8TtVRGpuyJ3osM/edit#responses
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abilities are usually limited. Yet when we do chose to cook, we base our foods on fruit and vegetables and bread and pastries more than anything else. Despite of this, our favourite snacks are still sweets, chocolate bars and crisps or crackers. 2:5 is the ratio of how many of gen Z have followed or follow any type of food trend (vegan, vegetarian, gluten free, paleo and other diets) to how many have not or do not (fig 2).
Have you ever tried to follow some kind of food trend? (vegan, vegetarian, gluten free...)
Figure 2
Most of the reasons gen Z give for not following any food trends is that they are happy with their eating habits and have never had the motivation to follow a food trend. For those who have or do follow a trend, vegetarian diets are most common. Some follow the vegan trend or lactose free diets. Over 50% never go on diets, while only 5% say they do often follow diets (fig 3).
Do you often go on diets?
Figure 3
Most of my generation say they only visit fast food restaurants once a year and a few less visit once a month. On the other hand, we like to spend our time in other restaurants (fig 4). Most go to restaurants regularly every month. This could be enhanced by the fact that we love exploring new and exotic foods.
How often do you go to restaurants?
Figure 4
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When asked the question: ‘What kind of foods do you buy at home?’ (fig 5), the answer of most was organic and healthy foods, while the least common reply was junk food.
What kind of foods do you buy at home?
Figure 5
Judging from the answers of the survey, gen Z are less tolerant to junk food and prefer healthier food options. Despite of that, we are mostly open to all foods and aren’t too keen in following food trends. When we have to cook our own food, usually when our parents are away, most times we pick the easy way out. That is by cooking pasta, making salads or baking muffins and simple cakes. Meat, spaghetti, eggs and vegetables are also part of our ‘simple and fast’ imaginary cookbooks. If however curiosity takes over and gen Z decide to try cooking something new, social media is the place to find ideas and recipes. Parents, grandparents and other figures with more experience in the kitchen are also a very helpful source for new ideas and foods. If surfing social media for a new recipe, the picture is what catches gen Z’s attention and motivates us to attempt creating the product. Reviews of others also help gen Z decide if this recipe deserves a chance. If we manage to make an edible food, we will surely snap a picture of it and send it to our peers on Snapchat or Instagram.
Global problems How do we contribute to our society? Do we even have any say and do other generation listen to us? We might be the youngest generation, but we know how to get attention and spread ideas. We are the most active on social media. Thanks to this and thanks to all the technology surrounding us, we know what is happening in the world at any moment. If a crisis pops up out of nowhere, we will know about it. It allows us to communicate the problem, raise awareness and motivates us to help the cause. My survey included questions related to global problems and food. When asked which issue related to food was most problematic, most answers gen Z gave (40%) was related to food waste. In second place they rated starvation and hunger and obesity in third place. Very few stated that high price for food or food scarcity is the biggest issue. Most of us are aware of the issues and try to avoid them in different ways. We prioritize ourselves and make sure we don’t contribute to the problem, while
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spreading ideas and motivating others to help the cause is a less popular way of aiding. Most of the primary knowledge gen Z have about global problems comes from school. Further information however, we find on the internet and various social platforms. Sometime we need to be somehow motivated and interested in the issue to look it up on the internet, but sometimes you see advertisements or posters concerning the issue right when you open a social platform, without even having any intention of researching it. This is because influential users of these platforms want to raise awareness about a specific issue. Since gen Z visit or know nearly all the social platforms there are, we are greatly affected by these advertisements. We know that we are the generation who have to deal with the current global problems concerning not only food, but also climate change, lack of energy sources and many others. With the increase of scientific and technical innovation in the past few decades, it has become easier to fight the issues and also recognize new ones.
Globalization and gen Z
"Nagano Sushi." Nagano Sushi Food Delivery & Takeout Menu | Kelowna. N.p., n.d. Web. 01 Jan. 2017.
Relative to social media, is the concept of globalized foods. What do I mean by this? A decade ago, sushi was not something kids would take to school as a snack in Europe or America. Nowadays, sushi, next to pizza and pasta, is one of the most popular foods among gen Z. We can easily say that the increase of knowledge of different (exotic) cultures, including their typical foods, is caused by development of social media. By being more globally cultured, gen Z have a bigger curiosity in
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different foods from all over the world. But the main difference between my generation and the older generations (gen X or Baby Boomers), is that we can actually try these foods, not just have the temptation to try them. The globalized world of course makes it easier since everything and everyone is connected. I am lucky enough to attend a private international school in Switzerland, so my knowledge of global cuisine is not minimal. This is also because I show a great interest in food in general and I love trying new foods. The globalization in the food industry is something we don’t notice yet, but we would probably have problems without it nowadays. Some foods became globalised even before the term was invented! Everyday basic nourishment such as potatoes, tomatoes, different spices and chilli and even tea and coffee are examples of globalised foods, and we would definitely miss them if we they were not available everywhere. Generation Z, in particular, has never lived in a world where people only eat local cuisine. I mean, their favourite food is pizza and sushi! If I was to ask my mom for her favourite food, she would say it is the Slovak gnocchi (dumplings) with sheep cheese, a traditional Slovakian food which my grandma cooks perfectly. I can’t even choose out of all the foods out there which is my favourite, all I know is I would love to try all of them. We (gen Z) live with the image in our heads, that dictatorships, world wars, racism and xenophobia are history. We are much more exactable when it comes to different races, cultures and religions. It is predicted that at least one of ten of this generation will marry across ethnic and racial lines6, and gay marriage is not something unacceptable at all for us. Generation Z has been taught to express themselves and not to be scared to show who they are from a young age, in schools and at home. Do some of them choose to do it through food?
Food festivals and food trucks A great thing that globalization of food has achieved, is that it motivated people to try new cuisines and look into new cultures. This also increased the spread of food festivals all over the world. A food festival is an event where usually many different food trucks, or just tents with food, sell their products. These are usually foods which you don’t normally find in restaurants. Each of the sellers offer a specific type of food e.g. in one truck you’d find bagels, in another one pancakes. It is all put in one place, a street for example, with tables put between the trucks and tents for people to enjoy their food at, and voilà, the perfect socializing event is done. All of the trucks have a catchy moto and a great name, so that people remember the brand. At a food festival, you’ll surely find diverse cuisines, fresh and organic foods and street foods, 6 Rainer, Thom S. "Ten Things You Should Know about Generation Z." ThomRainercom. N.p., 10 May 2016. Web. 19 Oct. 2016. http://thomrainer.com/2016/05/ten-things-you-should-know-about-generation-z/
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drinks to go along with your meals and most definitely, the perfect cure for your appetite. All of this is food to go, also known as fast food. I have been to some food festivals and I enjoyed myself very much there. I have noticed that it is truly an event where you’ll find all the different age groups, including gen Z. If there is a food festival happening near me, I’ll make plans with my friends and we’ll go there. Even if I don’t have much money, I’d rather spend it on some extraordinary foods than clothes or makeup. And as I could clearly see, I am not the only one. All the food trucks at these events are up to date with the newest trends. They are prepared for gen Z’s craves. This means that their foods are definitely organic, locally produced, made with fresh ingredients and most stands will offer a vegetarian or even vegan option along with some fresh juices.
Organic and bio?
Source: "Raw Vegan, Gluten Free and Bio Badges. Vector Illustration." IStock. N.p., n.d. Web. 28 Dec. 2016.
More and more, diets are falling out of fashion. Since gen Z are influenced by social media, you’d think that they would be less self-loving and this would result in different mental illnesses (depression, bulimia, anorexia), like the Millennials. But I find that what gen Z look for on social media, is more inspiration and motivation. As I said, we are taught from a young age to express ourselves and not be afraid to show who we are, this includes body positivity. Therefore, usually we learn to love our bodies and changing the way we look isn’t our priority. Maybe this is one of the many causes of the rise of obesity worldwide.
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Diets are being replaced by lifestyles. As new trends keep rising, such as veganism, people chose to follow them instead of keeping some kind of strict diet. But gen Z, rather than choosing to follow trends or diets, try to eat healthy food. Gen Z want sustainable and locally produced food. We want to know where our food comes from and what we are putting inside of our body. Because of this, many articles have been made for restaurants on how to adapt their menu for gen Z. As already stated, in one year, gen Z spent over $76 billion in restaurants. This is why research regarding gen Z has started even though we’re still mostly young and unemployed. We are not the most spending generation at the moment, but we will be in no time. The world’s primary education rates have increased. Because of this, gen Z are more aware of global problems such as global warming, pollution and so on. Because we know about these, and we realise that we still have a long time to live on planet Earth, we try to do our best prevent global problems from expanding and developing from a young age. We are all for a green planet, with no wars and no animal cruelty. When it comes to food, we keep this in mind, and pick our nutrition wisely, not only for our individual health, but for the well-being of the world. We know that farmers are being replaced by industrial food markets, so we support farmers and we get the benefit of eating fresh, local and organic food. Most food providing facilities (restaurants, diners) and big food companies (Nestlé) already provide information on where their raw materials are delivered from, as gen Z (and gen Y) spread and grow. Of course, not all gen Z are so cautious about what they eat, but as I have found out, even though they themselves don’t change how they eat, they are aware of all the problems. Organic and bio is our way to go, because we not only want the best for ourselves, but for the world too. My parents (the Baby Boomer generation) don’t try as much to adapt to the ‘new world’ where buying from local farmers is prioritized to shopping for groceries in big food chain companies. Due to their different political history, regarding jobs and money (in communism for example), they prefer to shop cheaper and save money. Gen Z and gen Y are different in that they don’t mind paying a slightly bigger amount for the organic, bio and local produce foods. This is because gen Y and gen Z are financially supported by their parents and have more financial stability and therefore are not used to saving and buying according to price. Millennials are predicted to be the first generation to do worse than their parents when it comes to money.7
Gen Z vs. gen Y Gen Y and gen Z are like siblings. Both generations were practically raised by technology and are addicted to their phones. When it comes to food, gen Z tend to 7
"Are Millennials Really the First Generation to Do Worse than Their Parents?" HowStuffWorks. N.p., 11 Oct. 2013. Web. 28 Dec. 2016. http://money.howstuffworks.com/personal-finance/financial-planning/millennialsfirst-worse-parents.htm
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follow in the footsteps of gen Y, as they are the most influential on social media for gen Z. Nonetheless, there are a few thigs which differentiate gen Z from gen Y. The Millennials (gen Y), go on diets more often than the younger generation. They also follow or have followed more food trends. The most common reason gen Y give for following food trends (mostly being vegetarian) in my survey8, is that they want to improve their health. Others argue that a balanced diet is the best for humans. Another reason for the popularity of food trends among gen Y could be connected to the fact that they are a generation greatly affected by mental illnesses9. Many people who suffer from anxiety or depression choose food to help them. From Eve Turow’s book10 I learned that the foods the ill choose to eat are not what cures them but it gives them the sense of control over their life. Having the power over something in their lives helps them cure anxiety, depression and similar mental disorders. Gen Z seem to eat a bit more fast food than gen Y do (fig 6). Although most of gen Y are concerned about their health and don’t want to digest unnecessary oxidants, some still do. On the other hand, gen Z are still mostly too young to think about this matter, and this shows on their consumption of fast food. We can clearly see that the two generation are very similar, not only concerning the consumption of fast food, but with most of their eating habits.
How often do you eat fast food? Gen Z
Gen Y
Figure 6
Both generations like food and are picky in what they eat. Gen Y visit restaurants more than gen Z do. My survey showed that gen Y turn towards a smaller price when buying food, but both generation purchase mostly organic and bio. Surprisingly, gen Z seem to use cookbooks to find recipes more than gen Y do. 8 Caceva, Ludmila. "You and Food, Gen Y." Google Docs. N.p., 10 Sept. 2016. Web. 28 Dec. 2016. https://docs.google.com/forms/d/14TvSt7N5gYx4JJt-8CnHjctIssd9lY_Te0qquOkcRJA/edit#responses 9
Greene, Liz. "Are Millennials Really the Most Mentally Ill Generation?" Moods Magazine Blog. N.p., 01 June 2016. Web. 28 Dec. 2016. http://www.moodsmag.com/blog/millennials-really-mentally-ill-generation/ 10
Turow, Eve. A Taste of Generation Yum: How the Millennial Generation's Love for Organic Fare, Celebrity Chefs and Microbrews Will Make or Break the Future of Food. New York?: Publisher Not Identified, 2015.
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While both prioritize finding inspiration on social media and from more experienced people, gen Y barely use cookbooks to do so while gen Z open them more often. Gen Z and gen Y are very similar and have comparable points of view on the food they eat. Gen Z still have years to evolve and some of our views on food might change, but when it comes to our stomachs, they always like to come back to childhood. The foods we like now and the food around us is what we are going to eat with our children. We will follow the same traditions our parents taught us, but the dinner table will be adapted to our taste. I look forward to witnessing and tasting the culinary masterpieces gen Z chefs will develop in the future.
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