The media and researchers have repeatedly proclaimed that Gen Z is the “foodie” generation based on their adventurous approach to eating, their cooking stars on TikTok and the oversized role that food plays in their identity. New research from Ketchum’s Food Consultancy explores Gen Z’s relationship with food to discover a darker side to their culinary love affair.

Despite being a highly food-involved generation, Gen Z feels pressure, anxiety and insecurity about their food choices. Ketchum’s research shows that nearly two-thirds of Gen Z consumers believe their eating pattern is wrong.

New Research and Reports

For more information about Gen Z’s relationship with food, download critical findings from our report. Learn more about the “Say-Eat Gap,” fundamental differences between Gen Z men and women, and why social media is equally inspiring and anxiety-inducing for this generation.

You may also download research from the Ketchum Registered Dietitian (RD) team about the differences in motivations, preferences and behaviors of Gen Z RDs compared with other generations of nutrition professionals.

If you’d like to speak with us about the findings in this report or if you’re interested in actionable insights for your brand, please reach out to Jimmy Szczepanek, Managing Director, Ketchum Food, at [email protected].