Gen Z has a sweet tooth and a penchant for childhood flavours, but they increasingly demand healthy ingredients, according to major restaurants and suppliers.
The Coca-Cola booth at the 2024 National Restaurant Association Show was a flavour endurance run. From Powerade Sours to Body Armour Zero Sugar, Spiced Coca-Cola, and Topo Chico Mixers, the booth offered a vast array of sweet, brightly coloured drinks.
These beverages, which are visually distinctive and often highly caffeinated, are part of restaurants’ strategies to appeal to Gen Z consumers. “Gen Z loves new flavours—really exciting, new, colourful, vibrant flavours,” said Brian Jackson, senior manager of channel and customer strategy at Coca-Cola.
While Gen Z enjoys visual novelty that’s perfect for Instagram, they prefer familiar flavors. “Just 12% of Gen Z say they actively seek out new flavors. Their preferences skew sweet and spicy.”
There is a shift from hot coffee to cold brew and sweeter, fruitier energy drinks among younger consumers. Caribou’s new line of high-caffeine, soda water-based energy drinks performed twice as well as expected. People are looking for something other than coffee-based beverages in the afternoon.
Gen Z’s concern for nutrition is influencing beverage trends. Bret Thorn, senior food and beverage editor at Nation’s Restaurant News, expects more nutrient-dense ingredients, like berries, to appear in drinks. Coca-Cola’s zero-sugar options, like Powerade Sours, are designed to appeal to health-conscious Gen Z consumers.
Gen Z’s consumption patterns are evolving, favouring snacking over traditional meals. Gen Z consumes food in the car more often than other generations. This has led to an increase in afternoon snacking, with smaller items like cake pops gaining popularity.
Social media plays a crucial role in this shift. Gen Z spends significant time online, prompting platforms like Yelp to emphasize photo- and video-centric content. Caribou Coffee, leveraging social media engagement, runs a brand ambassador program with over 300 influencers and is launching a TikTok-based promotional dating show this summer.
In conclusion, Gen Z’s snack and beverage consumption is shaped by a blend of nostalgia, visual appeal, and a growing focus on health. As their preferences continue to evolve, brands are adapting to meet the demands of this influential generation.