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Western Europe
WE The End of Foodie Culture (As We Know It)
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.
Download the full report for further insights
- How Gen Z’s approach to food and foodie culture differs from Millennials
- What type of food Gen Z is eating, where they prefer to eat, and why
- What brands need to lean into when marketing food to Gen Z and the food-related content they like to see
- Spotlight pages with key differences between various demographics
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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.
Additional survey content for Pro users: What characteristics Gen Z and Millennials say makes somebody a foodie, types of restaurants and specific meals they are more likely to post on social media, and why they are posting food content on their social media pages.
Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Country, Urban/Rural Status, LGBTQ+, and Parents