Food as generational rebellion: Gen Z’s influence on 2024 culinary trends

Q&A with Chefs John Csukor and Lynn Hay

Where Baby Boomers rebelled through music, are we seeing food as rebellion for a new generation? According to the Entegra Performance Kitchen culinarians, we may be witnessing a revolution as Gen Z embraces a new, more holistic approach to eating.

Chefs John Csukor and Lynn Hay have noted in their work with a broad swath of clients, culinary and business professionals, that Gen Z is seeking a new relationship with food, and they’re poised to influence how everyone eats as well. They share a few of the top food trends from Gen Z.

What is one of the biggest trends you’re seeing in Gen Z’s food preferences?

“We continue to see Gen Z consumers wanting to use food as medicine,” said Chef Lynn. “Wellness instead of beauty has become the focus of this eating trend, with consumers more concerned with the physiological and mental benefits of their diets. Food-service operators can look to blue zone foods, like nutrient-rich fruits, vegetables, grains and legumes for menu inspiration.”

Blue zones are areas of the world, like Japan or Italy, where the locals enjoy significantly longer lives, some of which is attributed to their diets. You can incorporate blue-zone eating with flavours from these regions, but with your brand’s spin.

“People are more concerned about what food can do for them. It’s more ‘how do I feel?’ versus ‘how do I look?’” — Chef Lynn Hay

Are there other attributes that speak to Gen Z that food-service operators need to keep in mind?

According to Chef John, “consumers are looking for their food to do more than supply nutrition. They’re looking for a boost of energy, concentration, mood and more.” That’s a tall order for a product. But Chef John sees this already playing out in the market.

“An area where we see this work well is in our Grab ‘n Go program. We see things like concentrated energy shots and super-nutrition bars. There are beverages that promote a sense of well-being and improved state of mind. This is really an extension of the first trend, prescriptive eating, and it’s continuing to grow and evolve.”

What are the differences in how Gen Z spends their dining out dollars?

“Even in this era where many consumers are pulling back, limiting eating out and other discretionary spending, Gen Z is spending more on dining experiences,” said Chef John. “Food experiences attract dollars and Gen Z has been willing to spend more when they can have a unique experience that includes more wholesome ingredients. Seeking out locations that cater to them with whole foods, organic and locally sourced ingredients has become a way to win this important demographic.”

While these are notable highlights directly impacting Gen Z, this year’s trends report outlines broad themes across the food-service industry. You’ll also find ways to economically deploy these ideas in your business.

Download Succeed in 2024: Top trends for hospitality-driven businesses.