A new report from Food Industry Executive reveals significant generational differences in food preferences and shopping behaviors that are pressuring manufacturers to rethink their strategies and technology investments.
PORTLAND, Ore., Jan. 27, 2025 /PRNewswire-PRWeb/ -- A new report from Food Industry Executive reveals significant generational differences in food preferences and shopping behaviors that are pressuring manufacturers to rethink their strategies and technology investments. The 2025 Consumer Food Trends Report: From Price to Purpose shows that while price and taste remain top priorities overall, younger consumers are driving dramatic shifts in how food products are developed, marketed, and discovered.
Key findings:
- 75% of Gen Z discovers new products through social media, while 64% of Gen X relies on television advertising
- 41% of Gen Z consumers are willing to pay 6-10% more for sustainable products
- 51% of consumers would stop buying from a brand after a food safety incident such as a recall
- Animal welfare is the leading sustainability concern across all age groups
- Only 21% of consumers trust food manufacturers "very much" or "completely" on food safety matters
"The food industry is experiencing a clear generational divide in consumer preferences," said Krystle Morrison, Contributing Editor at Food Industry Executive. "While traditional factors like price and taste remain important, younger consumers are reshaping the market with demands for sustainability, transparency, and health-conscious options."
Digital discovery on the rise
The research highlights a dramatic shift in how consumers learn about new products. Three-quarters of Gen Z respondents discover new foods through social media, while traditional channels remain effective with older demographics. This split requires manufacturers to maintain both digital and conventional marketing approaches.
Paying more for health and sustainability
Younger consumers and parents are more willing to pay extra for products that align with the nutritional values of their household. And although 40% of consumers overall wouldn't pay extra for sustainable food products, 41% of Gen Z shoppers would pay 6-10% more for such options.
The importance of trust and transparency
Food safety has become a critical concern, with over half of consumers likely to abandon brands after safety incidents. Trust-building factors vary by generation, with younger consumers particularly skeptical of manufacturers and more likely to value third-party certifications.
The complete 2025 Consumer Food Trends Report provides detailed analysis and recommendations for food manufacturers navigating generational differences and evolving consumer demands. It is available for download at foodindustryexecutive.com.
About Food Industry Executive
Food Industry Executive is a leading digital resource that focuses on the future of the food industry. As a trusted source for food processors and their suppliers, we provide insights on the latest industry trends, workforce challenges and solutions, technology advancements, and news that drives businesses forward.
Media Contact
Hilary Baker, Food Industry Executive, 1 833-693-3768, hilary@foodindustryexecutive.com, foodindustryexecutive.com
SOURCE Food Industry Executive
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