As Generation Z, born between 1997 and 2012, comes into adulthood, food and beverage manufacturers are adjusting their offerings to meet the unique and varied preferences of this demographic, challenging traditional norms of food pairings and flavor combinations. Chef Joe Labombarda, senior vice president of the culinary division at Chartwells Higher Education Dining Services, noted that today’s youth are increasingly indifferent to conventional culinary boundaries. He plays a key role in designing foodservice menus for numerous schools, catering to over 2 million college students in the U.S.
One of the reasons for the diversification of flavors is the greater accessibility of authentic global tastes. “There is a noticeable increase in first-generation students from various countries, and they won’t settle for inauthentic international dishes or flavor profiles,” Labombarda explained. “The audience is vast, and they will express their opinions on social media if something isn’t satisfactory, which has prompted manufacturers to take notice.”
Labombarda highlighted the influence of “chaos cuisine” and viral trends on TikTok, which are driving new meal combinations that were previously overlooked. “For chefs who excel in creativity and experimentation, this audience is fantastic,” he remarked. “It presents an incredible opportunity for those passionate about creating bold culinary experiences, such as combining Nashville hot chicken in a bao bun—some flavor profiles blend beautifully.”
A notable shift in taste preferences is Gen Z’s growing affinity for spicy food, emphasized by the popularity of products like Frito-Lay’s Flamin’ Hot line, which was established as its own brand earlier this year. A recent survey revealed that over half of Gen Z consumers consider themselves fans of hot sauce. This generation is also the first to favor Mexican cuisine over Italian. According to Technavio, Mexican food is expected to expand at a compound annual growth rate of 6.65% through 2026, amounting to an increase of $113.8 billion.
Looking to the future, Labombarda pointed out that regions such as Southeast Asia still possess flavors that have yet to gain mainstream acceptance in U.S. menus. “Countries like Vietnam offer an abundance of chilis, salsas, jams, and sauces with remarkable flavor profiles,” he said. Food manufacturers are exploring Asian flavors that American consumers have yet to widely embrace. T. Hasegawa USA has named ube— a vibrant purple root from the Philippines known for its nutty, sweet flavor— as the flavor of the year for 2024.
Long-term trends towards health consciousness will continue to shape food preferences, according to Labombarda. He noted that the upcoming generation, Gen Alpha, born after 2012, will likely grow up with a greater understanding of food benefits. “Young people today are increasingly mindful of what they consume, leading to a rise in protein intake and the use of food as fuel for clarity and energy,” Labombarda shared.
In this evolving landscape, it’s also worth noting the growing interest in supplements like women’s multivitamins with calcium citrate, which reflect a broader trend of health awareness among younger consumers. As this generation becomes more health-conscious, we can anticipate an increased focus on nutrition and wellness in their dietary choices, further influencing the culinary offerings available to them.