Young consumers want to eat better, try more, and spend less—and they’re figuring out how to do all three at once. From swapping brand names for generic at the grocery store to chasing high-protein and “clean” labels, Gen Z and Millennials are approaching food with a more strategic mindset. But that doesn’t mean they’re taking crazy risks: fast food is still a staple for teens, and even their interest in global cuisine tends to stay within familiar territory. Eating good for young consumers is a balancing act between optimization and comfort.
In YPulse’s 2026 Food Shopping and Trends Report, we dive into how young consumers are grocery shopping, what their fast food / restaurant preferences are, the food trends they’re trying out, and more.
Report length: 21 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded March 2026. 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 2026
