Generation Z is transforming the consumer market by prioritizing more balanced eating habits, a contrast to the previous generation, Y or Millennials (1980/1996), who prioritized convenience, opting for frozen foods and quick solutions due to their busy routines. The growing interest of those born between 1997 and 2012 in natural and nutritious products is directly linked to social, cultural, and economic changes. It’s important to emphasize that this generation already represents 24% of the global population, a very large market share to be tapped into and considered.
Access to information and the growing awareness about health and wellness directly influence the food choices of this audience, as explained by Raphael Mattos, a business and entrepreneurship specialist. “The online content highlighting the benefits of conscious choices, such as organic, natural, and minimally processed foods, is endless. Without a doubt, this generation is much more aware of the impacts of their dietary decisions and prioritizes items that contribute to health and well-being,” he says.
Avoiding health problems related to poor diet, such as obesity and diabetes, has become an increasing priority. Nutrient-rich foods with functional properties are trending and reinforce the idea that good choices help prevent diseases and maintain physical and mental balance. Examples of businesses to explore include: protein frozens, fruit snacks, and foods catering to vegans, lactose-intolerant, and gluten-free diets.
This trend is already being embraced by the hospitality sector, such as at Mavsa Resort, located in the countryside of São Paulo, which operates on an all-inclusive system. Recently, the plant-based option—foods with natural, vegetable, and plant-based ingredients—was added to the menu. “The demand for this food group is growing, especially among younger people. Always attentive to trends and new consumption habits, we decided to adopt it and have indeed noticed good acceptance,” reveals Tiago Cabau, general manager of the resort.
Regarding services, Raphael, who is also a franchising expert and monitors the growth of the fitness and wellness sectors, points out that group physical activities, book clubs, and activities that encourage offline engagement are also well-received by this generation. “This not only boosts sales but also positions the brand as market-savvy, modern, and relevant.”
Despite the higher costs associated with healthy products, young people have shown a willingness to invest in these items, reflecting a shift in priorities and greater attention to quality of life. The combination of access to information, engagement with environmental causes, and pursuit of health points to the consolidation of this trend in Generation Z’s behavior and consumption.
“Entrepreneurship nowadays means understanding the customer—their tastes, preferences, and behaviors. It has never been more important to pay attention to the transformations that essentially began during the pandemic,” concludes Mattos.
