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 busy schedules. The growing interest of the population 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 significant market share to be considered.
Access to information and growing awareness of health and well-being directly influence the food choices of this demographic, explains Raphael Mattos, a business and entrepreneurship specialist. “The internet is flooded with content highlighting the benefits of conscious choices, such as organic foods, natural foods, and those with lower additive content. Undoubtedly, this generation is much more aware of the impact of their dietary decisions and prioritizes items that contribute to health and well-being,” he says.
Preventing health problems linked to poor diet, such as obesity and diabetes, is becoming increasingly important. Nutrient-rich foods with functional properties are trending, reinforcing the idea that good choices help prevent illness and promote physical and mental well-being. Examples of business opportunities include: protein-rich frozen foods, fruit snacks, and foods that cater to vegan, lactose-intolerant, and gluten-free dietary restrictions.
The trend, moreover, is already being practiced by the hotel industry, at the Mavsa Resort, located in the interior of São Paulo and offering an all-inclusive system. Recently, a plant-based option – foods based on natural, vegetable and plant ingredients – was incorporated into the menu. "There's a growing demand for this food group, especially among younger people. Always attentive to trends and new consumption habits, we decided to adopt this; and we've indeed noticed good acceptance," reveals Tiago Cabau, general manager of the complex.
Regarding services, Raphael, who is also a franchising specialist and follows the growth of the fitness and wellness sectors, points out that group fitness activities, book clubs, and activities that encourage offline interaction are also well-received by this generation. "This not only sells more, but positions the brand as attentive to the market, modern, and relevant."
Despite the higher costs associated with healthy products, young people have demonstrated a willingness to invest in these items, reflecting a shift in priorities and a greater focus on quality of life. The combination of access to information, engagement with environmental causes, and a pursuit of health points to the consolidation of this trend in the behavior and consumption of Generation Z.
Entrepreneurship today is about understanding the customer, their tastes, preferences, and behaviors. It's never been more important to be attuned to the transformations that essentially began with the pandemic," concludes Mattos.
