YPulse has been tracking the changing nature of foodie culture in North America for a while now, and in 2014 forecasted the Millennial-led Instagrammability revolution that shaped food culture as we know it. This was seen in Western Europe, too, as neon signs, over-the-top cocktails, and rainbow food took over eateries and feeds alike.
But what about Gen Z? Many assume that Gen Z is set to be the biggest foodies of them all—after all, they are known to post their lives on social media and try new things, right? But while Gen Z loves to post and is always looking for an adventure, their view of food is much different than their older counterparts, and it could be ending foodie culture (as we know it).
The reality is that Gen Z just isn’t eating up foodie culture the way that Millennials have. YPulse’s newest research not only digs into what food culture is (or isn’t) to Gen Z but explores Gen Z’s approach to food: what they want, where they are choosing to go out to eat, the food content they actually watch, and how food brands can successfully capture their attention.
Report length: 46 pages (including Question Index) Based on a survey of 2500 13-39-year-olds in the U.K., France, Germany, Spain, and Italy, fielded in July 2022.
