Diets are so 2000s—Gen Z and Millennials are ditching strict labels and embracing food freedom, eating what tastes good in the moment. And while food prices certainly impact their meal choices, these gens care most about eating something super tasty. But price does mean they’re often making meals (and snacks) at home as opposed to ordering out. Good thing cooking, for themselves and others, makes them happy, though—especially if it’s comfort food they had as a kid!
In this year’s Cooking and Diets report, YPulse explores young consumers’ take on cooking versus eating out, how many are hosting their friends and fam over for a meal, and their thoughts on plant-based foods.
Report length: 22 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded in March and April 2024. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in March and April 2024.
Building beauty and personal care routines, which brands they’re loyal to, and what drives their product discovery.
