The 10 Food Trends Millennial Foodies Want to Try Most

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We asked Millennial and Gen Z foodies the biggest food trends they’ve been interested in lately…

Thanks to Millennials and Gen Z, food has become a part of pop culture. Restaurants can go viral—even when they don’t expect it—and dishes can become social media stars. It seems that there’s a new food trending weekly, and we’re always on the lookout for the next big food obsession, but what are young foodies really interested in trying?

According to our recent survey on cooking and food trends, 48% of 13-34-year-olds consider themselves foodies. Millennials are more likely to say they’re a foodie than Gen Z, at 50% and 41% respectively. As we noted last year, the fact that half of 13-34-year-olds consider themselves a foodie says something about the mainstreaming of food culture. Out of all 13-34-year-old respondents, 38% say that they have visited a new restaurant that they found out about through social media, and 30% say they have waited in line to try a food/beverage everyone is talking about. From brands collaborating with viral food stars like Black Tap to those repositioning their products to fit into the modern food scene, we’re increasingly seeing companies turn food trends into opportunities. To keep tabs on the latest food trends to know, we asked these self-identified foodies, “What is the biggest food trend you’ve been interested in recently?”* Here are their top responses:

*These were open-end response questions to allow us to capture the full range of food trends that 13-34-year-olds foodies are interested in trying. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The list is ordered according to number of responses received, and alphabetically when ties occurred. 

What is the biggest food trend…

 
 

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The Newsfeed

“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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