Food and beverage is a fast-paced industry. What happens when it encounters an equally fast generation?
As generations pass, they leave an indelible mark on cuisine. Customisation transforms pre-existing food culture into new food trends by adding a pinch of what each generation likes and a spoonful of what they need. Generation Z’s passion for the environment and fitness amidst a raging climate and health crisis, and fascination with visual appeal in an online world, has sent ripples across the F&B industry.
Let’s take a look at Gen Z’s impact on food production, marketing and consumption.
1. PROTEIN, PASTA AND PROSCIUTTO
Gen Z is a generation passionate about fitness. As selfies in front of dimly lit gym mirrors fill social media, young adults try to maintain their protein intake (alongside appearances). Gym goals crawl onto plates in the form of carb substitutes, sneaking greens into everyday meals and adding supplementary protein. From blitzing cauliflower into a delicious alfredo sauce to swapping out refined flour for ground almonds, a healthy meal no longer means eating unseasoned chicken and boiled broccoli.
Adding unflavoured protein powder to doughs, batters, and coatings is an easy way to increase protein intake. Interestingly, soybeans top the table for natural protein concentration containing 43 grams of protein per 100 grams. However, they remain hopelessly behind whey protein powder contains a minimum of 70 grams for the same quantity.
The increasing emphasis on protein is also seen in how brands market their products. Aside from protein bars and shakes, even fast food staples are portrayed as unconventional protein sources. For example, Subway details the protein quantity per serving in the menu for all their sandwiches, wherein the Teriyaki Chicken Sub comes in first place with 27g of protein for a 6-inch sandwich. A glance at this information comes across as a pleasant surprise for customers, who now get the added benefit of meeting their diet goals, aside from getting a quick and delicious meal.
However, there is a downside to these claims displayed in big, bold letters. Unassuming customers often ignore the large amounts of sugars and additives that these products may contain.
2. SUSTAINABILITY, SUSHI AND SALSA
The spotlight on the planet’s declining health is probably one of the best outcomes of this hyper-aware generation. Gen Z is increasingly involved in supporting sustainability and environmental restoration efforts.
These protein-hungry shoppers also recognise the impact of uncontrolled meat and dairy consumption on the planet. Animal husbandry has become widely infamous as an unethical and exploitative industry.
In such a case, there is a massive demand for plant-based alternatives for food. Seitan, which originated as Mianjin in ancient China, is made by separating gluten from wheat flour and has gained popularity as a vegan alternative to meat. Tofu, of course, is another soy-based option for meat lovers. Vegan meat alternatives produced from fungi, palm oil and mycoprotein are also available. Perhaps we can expect to see more ‘Seitan Kebabs’ on supermarket shelves or ‘Tofu Burgers’ in mainstream restaurants in the future.
However, these replacements can emulate the taste and texture of animal meat but not its nutritional value. Many of them lack essential amino acids, making them incomplete proteins that have to be paired with healthy fats, nuts and lentils for maximum benefit.
This realisation has triggered research for cultured meat. Although the phrases ‘synthetic’ and ‘plant-based’ are often used interchangeably, there lies a significant difference. Synthetic meat isn’t vegan as it is grown from animal cells in laboratories. It is biologically and nutritionally identical to traditional meat, making it a sustainable choice for human and planetary health. However, according to the World Economic Forum, large-scale production of synthetic meat is rendered unaffordable due to the high costs of cell culture media. Furthermore, the unprecedented problem is that only one-third of the youth surveyed were willing to try lab-grown meat despite a consensus on its viability.
While plant-based substitutes are readily accepted despite their flaws, synthetic meat may need some publicity to escape the petri dish.
3. AESTHETICS, AVOCADOS AND ADOBO
Aside from being gym rats and climate warriors, the generation is also active on the internet. Brightly coloured foods, ambient cafes and picture-perfect plates are popular amongst youngsters.
Pastel colours have gained popularity online, from sage green matcha to purple-hued butterfly pea tea. Brands often use pop art styles and cultural references on their packaging, enhancing ‘Instagramability’.
Numerous studies on food marketing have highlighted the role of red and yellow in stimulating appetite and temptation. However, as the focus of eating shifts from enjoyment to exhibition, there may be a shift to more understated and cohesive themes like earthy or pastel colours.
4. UN-ALCOHOLISM, UDON AND UNAGI
Gen Z is regarded as a generation dependent on substances and heavily influenced by stimulants. Nonetheless, this claim is statistically untrue. While worldwide alcohol consumption has risen, indices like lifetime drinking and past year drinking among young people have consistently declined from the year 2000, meaning that alcohol consumption has declined among Gen Z. So, what are its alternatives?
With boosted interest in wellness goals, functional drinks have gained newfound popularity. Now, people look for additional benefits in beverages rather than possible drawbacks.
For example, Kombucha is a traditional Chinese fermented drink concocted by exposing sugared tea to a yeast culture. In addition to its digestive benefits, it is now a readily available packaged drink with various flavour options and added nutrients.
Also, adaptogenic drinks have been catching on. Adaptogens such as Kava and Reishi mushrooms, when blended with flavoured milk or sparkling water, have become effective options for relaxation and combating stress.
As this tech-powered and vibrant generation becomes the dominant group of consumers, we can forecast a shift from classic to unorthodox, futile to functional and tedious to mesmerising.
– Renaisa Saratkar (Student)
