What Gen Z Values: Strategies to Make Produce Appealing to the Digital Generation

According to Dietary Guidelines for Americans, 2020-2025, about 90% of the population don’t eat enough vegetables, and 80% don’t eat enough fruit. While many factors, such as convenience and taste, come into play, technology also influences how people perceive the nutritional and health benefits of produce, particularly among the Generation Z demographic.

Generation Z, or Gen Z, comprises teens and young adults born between 1997 and 2012, who are now 12 to 27 years old. It is an emerging and growing demographic globally. Research shows that 95% of this diverse and digitally connected generation has access to a smartphone, and 97% use the internet daily.

As this tech-savvy generation uses the internet and smartphones to connect with others and receive news and information, creating engaging online content that resonates with this population is essential. In other words, developing strategies that connect with this digital generation may influence their food choices and purchasing decisions, shaping their consumption behaviors both in the short and long term.

In fall 2024, I attended a Gen Z consumer insights webinar hosted by Half Your Plate, a health education campaign by the Canadian Produce Marketing Association (CPMA) that encourages people to fill half their plates with vegetables and fruits to improve their health. Here are the three key takeaways I learned about Gen Z and strategies to align with their values and beliefs:

GEN Z VALUES WELLNESS AND SUSTAINABILITY

Gen Z is interested in the plant-based way of eating; they are also inclined to learn about the health benefits of functional foods and ways to incorporate them into their diet. Functional foods include vegetables and fruits.

According to Innova Market Insights, almost half of the Gen Z demographic follows food and beverage trends on social media. The Hartman Group, an international food and beverage research firm, also suggests this tech-savvy generation utilizes product reviews to support their purchasing decisions.

Recognizing that Gen Z also makes food and beverage choices and buying decisions based on environmental, sustainability, and inclusivity aspects, developing marketing strategies that align with this growing demographic’s values may positively influence their vegetable and fruit consumption.

GEN Z VALUES AUTHENTICITY

Creating online content, particularly for platforms like TikTok, YouTube and Instagram, could also resonate with Gen Zs, according to a 2024 survey study published in the Journal of Medical Internet Research.

However, the amount of nutrition and health misinformation is alarming. A 2024 survey conducted by MyFitnessPal and Dublin City University revealed that only 2.1% of the analyzed nutrition content on TikTok was accurate when compared to public health and nutrition guidelines.

Gen Z actively seeks credible, evidence-based information. This calls for the produce industry to create trusted food, nutrition and health content in partnership with healthcare professionals.

The good news, though, is that Gen Zs actively seek credible, evidence-based information from healthcare professionals. This calls for the produce industry to create trusted food, nutrition, and health content in partnership with healthcare professionals, such as registered dietitians, to build trust with this growing demographic and to positively influence their produce consumption behaviors.

GEN Z VALUES CONVENIENCE, TASTE AND PRICE

When making food selections, Gen Z values convenience. This driver could be due to juggling education, work, social life, self-care and other responsibilities.

As mentioned earlier, Gen Z recognizes the importance of optimal health, which includes eating vegetables and fruits as part of their diet. However, they may also prioritize the taste and culinary experiences, according to a 2024 article published in Scientific Reports.

Price could also impact Gen Z’s purchasing decisions, especially for those already in the workforce or at the beginning of their career. The same report indicates that this demographic seeks foods that offer the bang for the buck.

Value-added produce, such as pre-sliced and pre-washed options, would appeal to this demographic, as long as it is also affordable and perceived as convenient and delicious.

Whether you are a producer, a supplier, or a produce brand, be creative with how you connect with this growing demographic. As technology evolves and Gen Z ages, Gen Z’s perspective on food and beverages may also change. Only time will tell how this unique group of consumers will shift their purchasing and consumption behaviors.

For now, I encourage you to take advantage of social media — use it as a way to connect with Gen Zs to make your products visible to this group. More importantly, be bold and stand out from the crowd of misinformation by forming partnerships with registered dietitians, who can help you create trusted messaging and engaging content backed by credible evidence, while keeping Gen Z’s values — convenience, experiences, flavors, affordability and diversity — in mind.

Novella Lui, RD, MHSc is a registered dietitian and a freelance food, nutrition, and health writer in Canada who combines her interest in food science, evidence-based nutrition, and health education through content creation. She is passionate about seeking new ways to bridge the communication gap between the business and the health side of food. As a foodie, she loves to travel around the globe to learn about how food connects with people’s culture and way of life. Connect with Novella at [email protected] for work samples and collaboration opportunities.