Gen Z rejects meals as drinks drive QSR demand

Snacking has also replaced structured meals.

Gen Z remains the most influential consumer group, but their preferences are more diverse than ever, according to multiple studies.

Gen Zs has become the most influential consumer group in food service, according to a previous report by Circana, spending up to $5.8b in 2025 alone, making them a significant part of targeted strategies by fast food and casual restaurant chains.

However, the eating habits of this consumer group are varied, as most do not view eating out as an everyday habit.

According to a report by YouGov published in August 2025, nearly two-thirds (61%) agree that dining out is a treat reserved for special occasions. Around 35% say they are more likely to eat out than at home, while a majority (55%) disagree with that idea.

While not habitual diners, Gen Z is open to food experiences. Nearly three in four (73%) say they enjoy trying new cuisines, indicating a strong appetite for culinary exploration. At the same time, there’s a split in confidence when it comes to trying new food – whilst 53% disagree, a substantial 37% admit they aren’t adventurous when it comes to food. This duality reflects the diversity of preferences within the generation and suggests that restaurants may benefit from offering both bold, global flavours and comfort foods.

This is seconded by Tastewise’s survey which revealed that flavour influences Gen Z food decisions 4.7× more than health and nutrition, with 61.5% selecting taste as their primary driver.

This explains why indulgent formats continue to scale even when “better-for-you” messaging increases. Health is framed as a lifestyle add-on, not a food-first discipline.

Price matters less than expected. Only 7.7% cite affordability as their main driver. That shifts value perception toward experience density rather than cost savings.

Meanwhile, Social platforms act as trial accelerators. 16.3% cite social media as their main influence. Up-and-coming dishes like Dubai chocolate (+689% YoY) and dirty soda (+382.3% YoY) are discovery-led, not menu-led. Exposure creates demand before availability.

Eating habits also differ for this consumer group. 52% prefer smoothies or drinks whilst snack packs rank second at 27.4%

Popular food and beverage consumption are coffee, cake, tea, chocolate, and pizza.