Food: Navigating Gen Z’s obsession with specialty diets and tracking their eating habits

Why it is the topic trending:

• Prevalence of Specific Eating Patterns Among Gen Z: Gen Z is more likely than any other generation to follow a specific dietary pattern or diet, indicating a significant focus on conscious eating.

• Weight Loss Culture and Social Media Pressure: The resurgence of weight-loss culture, partly fueled by GLP-1s, and social media's unrealistic beauty standards are influencing Gen Z's relationship with food and driving them towards diets for weight management.

• Gen Z's Interest in Weight Loss: Over half of Gen Z report trying to lose weight, a higher percentage compared to previous generations at the same age.

• Reliance on Diets for Weight Management: A significant majority of Gen Z attempting to lose weight will rely on following specific diets, creating opportunities for brands to cater to these dietary preferences.

• Gen Z's Unique Dietary Preferences: This generation gravitates towards plant-based, high-protein, and gluten-free diets, with also a notable interest in ketogenic, low-carb, and whole foods diets.

• Complex Relationship with Food: Despite mindfully following diets, Gen Z is less likely to have a positive relationship with food compared to older generations.

• High Trust in Social Media for Food Information: Gen Z is more likely to see and trust food and nutrition content on social media compared to older generations, making this a key platform for their dietary guidance.

• Desire for Dietary Guidance: A large percentage of young people express a need for advice on how their diet impacts their mental health and often turn to social media for healthy food and recipe ideas.

Overview: Gen Z's approach to food and eating habits is significantly shaped by the pressures of social media, a return to weight-loss culture, and a heightened awareness of health and wellness. More than any other generation, Gen Z is likely to follow specific dietary patterns, often driven by a desire to manage their weight. While they show a keen interest in diets like plant-based, high-protein, and gluten-free, their relationship with food is often less positive, influenced by unrealistic beauty standards perpetuated online. Social media serves as a primary source for food and nutrition information for Gen Z, highlighting the need for accurate and careful messaging from brands and the potential for both positive and negative impacts on this generation's dietary choices.

Detailed Findings:

• High Percentage of Gen Z Trying to Lose Weight: 55% of Gen Z report trying to lose weight, which is higher than previous generations at their age.

• GLP-1 Medications Less Accessible Due to Cost: While some Gen Z individuals are interested in using GLP-1 medications for weight loss, the high cost makes this option less viable for many.

• Reliance on Specific Diets for Weight Loss: 75% of Gen Z attempting to lose weight will rely on following specific diets.

• High Adoption of Specific Dietary Patterns: Two-thirds of Gen Z (ages 13-28) followed a specific dietary pattern or diet in 2024.

• Popular Diets Among Gen Z: Plant-based, high-protein, and gluten-free diets are popular, with a higher index for ketogenic/bulletproof, low-carb, and whole foods diets compared to other generations.

• Perception of Healthy Food: About a quarter of Gen Z define healthy food as ‘all natural,’ ‘fresh,’ and ‘a good source of protein.’

• Less Positive Relationship with Food: Only 54% of Gen Z described their relationship with food as very or somewhat positive, lower than Gen X (59%) and Boomers (61%).

• Dieting for Physical Appearance: Gen Z is more likely to diet to improve their physical appearance compared to older generations.

• High Trust in Social Media for Food Content: Gen Z is more likely to see and trust food and nutrition content on social media than older generations.

• Potential for Unrealistic Standards from Social Media: Exposure to curated food content on social media can contribute to unrealistic standards and unhealthy relationships with food among Gen Z.

• Vulnerability of Young Women to Social Comparison: Young women are particularly susceptible to the impact of social comparison from social media regarding their appearance.

• Need for Accurate Dietary Guidance: Nearly 80% of young people need advice on how their diet impacts their mental health, and two-thirds turn to social media for this information.

• Gen Z's Continuous Learning Approach to Food: 75% of Gen Z are always looking to learn more when it comes to food purchases, suggesting a holistic and informed approach to food.

Key success factors of product (trend):

• Alignment with Popular Gen Z Diets: Brands should innovate and position products to align with the dietary preferences of Gen Z, such as plant-based, high-protein, and gluten-free options.

• Emphasis on Health and Wellness: Products marketed to Gen Z should emphasize their health benefits and nutritional value, aligning with the generation's focus on well-being.

• Transparency and Accurate Information: Given Gen Z's need for reliable information, brands should be transparent about ingredients and nutritional content.

• Snackable and Visually Engaging Content on Social Media: Marketing efforts should focus on creating short, appealing content for platforms like Instagram and TikTok, where Gen Z seeks food information.

• Authenticity and Real-Life Application: Messaging should resonate with Gen Z's values of authenticity, showcasing how products fit into real-life meal prep and healthy lifestyles rather than promoting unrealistic ideals.

Key Takeaway: Gen Z's dietary behaviors are significantly influenced by social media and a focus on weight management through specific diets. While they are actively seeking information and healthy options, their relationship with food can be complex and vulnerable to social pressures, highlighting the need for brands to provide accurate, authentic, and health-focused solutions while being mindful of the potential pitfalls of diet culture.

Main Trend: Gen Z's Diet-Conscious and Socially Influenced Eating Habits.

Description: The Filtered Feast: Gen Z's Navigating Nutrition in the Age of Social Media describes the unique approach of Generation Z towards food, characterized by a strong inclination towards following specific diets, a significant influence from social media regarding food and body image, and a complex relationship with food and health. This trend highlights the interplay between personal wellness goals, the pressures of online culture, and the search for accurate dietary information in a digitally saturated world. Brands and retailers need to understand these nuances to effectively engage with this generation and provide valuable, trustworthy food solutions.

What is consumer motivation:

• Desire for Weight Management and Improved Physical Appearance: A primary motivator for Gen Z following diets is to lose weight and achieve a desired physical appearance, often influenced by social media ideals.

• Focus on Health and Wellness: Many Gen Z individuals are genuinely interested in eating healthier and adopting dietary patterns they believe will improve their overall well-being.

• Following Social Trends and Peer Influence: The popularity of certain diets on social media and among their peers can motivate Gen Z to adopt similar eating patterns.

• Seeking Structure and Guidance: For some, following a specific diet provides a sense of structure and clarity around their food choices, especially in an overwhelming landscape of nutritional information.

• Experimentation with Different Eating Styles: Gen Z is often open to trying different dietary approaches like plant-based or ketogenic diets to see what works best for them.

What is driving trend:

• Pervasive Influence of Social Media: Platforms like Instagram, TikTok, and YouTube are flooded with food and diet-related content, constantly exposing Gen Z to various eating styles and nutritional information.

• Return of Weight-Loss Culture: The resurgence of interest in weight loss, partly driven by discussions around GLP-1 medications, is impacting Gen Z's focus on dieting.

• Unrealistic Beauty Standards on Social Media: Filters and curated content on social media contribute to body image pressures and the desire to achieve unrealistic beauty standards through dieting.

• Accessibility of Dietary Information Online: Gen Z has easy access to a vast amount of information about different diets and eating patterns online, although the accuracy can vary.

• Desire to Feel in Control of Their Health: Following specific diets can give Gen Z a sense of control over their health and well-being in a world where they might feel less control in other areas.

What is motivation beyond the trend:

• Ethical and Environmental Concerns: For some Gen Z individuals, adopting diets like plant-based eating is driven by ethical considerations regarding animal welfare or environmental sustainability.

• Managing Allergies or Intolerances: Dietary restrictions like gluten-free are often necessary for individuals managing food allergies or intolerances.

• Seeking Improved Mental Health: A significant portion of Gen Z is looking to diet to improve their mental health, reflecting a holistic view of well-being.

• Personal Experimentation and Self-Discovery: Some Gen Z individuals use diets as a way to experiment with their bodies and discover what makes them feel best.

• Finding Community and Belonging Online: Engaging with online communities centered around specific diets can provide a sense of belonging and support for Gen Z.

Description of consumers article is referring to:

• Who are the consumers article refers to from article: The article refers to Gen Z consumers, specifically those aged 13 to 28 in 2024 (implying 14 to 29 in 2025).

• Who are them: They are the generation born between 1997 and 2012, known for being digitally native and highly influenced by online culture, particularly social media. They are also more likely to be conscious of their health and appearance.

• What kind of products they like: They are interested in food products that align with popular diets like plant-based, high-protein, and gluten-free. They also value foods that are perceived as natural, fresh, and a good source of protein.

• What is their age?: Approximately 14 to 29 years old in 2025.

• What is their gender?: The article notes that young women are particularly susceptible to social comparison on social media, but the overall trend applies to Gen Z individuals regardless of gender.

• What is their income?: The article mentions that the high cost of GLP-1 medications makes diet a more affordable option for many in this generation, suggesting a focus on budget-conscious weight management strategies for at least a segment of Gen Z.

• What is their lifestyle: They lead digitally connected lives, spending significant time on social media. They are often health-conscious, interested in trends, and may be navigating the pressures of social media regarding body image and appearance.

• What are their category article is referring shopping preferences: They are likely to seek out products in grocery stores and online that are clearly labeled as fitting specific dietary patterns (e.g., "plant-based," "gluten-free"). They may also be influenced by online reviews and recommendations from social media personalities.

• are they low, occasional or frequent category shoppers: Given their focus on specific diets, many Gen Z individuals are likely to be frequent shoppers within categories that align with their dietary choices (e.g., plant-based foods, protein-rich products, gluten-free alternatives).

• What are their general shopping preferences-how they shop products, shopping motivations): They often research products online, are influenced by social media and online communities, and value authenticity and transparency from brands. Their shopping motivations include achieving health goals, managing their weight, following social trends, and finding products that align with their values and lifestyle.

Conclusions: Gen Z's approach to food is characterized by a high prevalence of specific dieting patterns driven by weight management goals and significantly influenced by social media. While they actively seek dietary information and healthy options, their relationship with food can be complex and vulnerable to social pressures. This presents both opportunities and challenges for brands and retailers to provide accurate, trustworthy, and health-focused products and messaging that resonates with this generation's unique needs and online-driven world.

Implications for brands:

• Develop Products Catering to Popular Gen Z Diets: Innovate and expand product lines to include more plant-based, high-protein, and gluten-free options to meet the demand of this generation.

• Emphasize Authenticity and Accurate Information in Marketing: Be transparent about ingredients and nutritional content, and avoid perpetuating unrealistic beauty standards in marketing campaigns.

• Utilize Social Media Responsibly for Education and Engagement: Use platforms like Instagram and TikTok to share accurate and helpful information about healthy eating and specific diets, focusing on education rather than just promotion.

• Partner with Credible Health and Wellness Influencers: Collaborate with influencers who promote balanced and healthy lifestyles rather than pushing extreme or unhealthy dieting trends.

• Address the Need for Mental Health Awareness in Food Choices: Acknowledge the link between diet and mental health and provide resources or messaging that supports a positive relationship with food.

Implication for society:

• Need for Media Literacy and Critical Evaluation of Online Information: There is a growing need to educate young people on how to critically evaluate food and nutrition information found on social media.

• Potential for Both Positive and Negative Impacts of Social Media on Health: Social media can be a source of helpful dietary advice but also contribute to body image issues and unhealthy dieting behaviors.

• Importance of Accurate and Accessible Nutrition Education: Ensuring that young people have access to reliable and understandable nutrition education is crucial.

• Challenge to Traditional Diet Culture: Gen Z's more holistic approach to food and their desire for inclusivity could challenge traditional diet culture's focus solely on weight loss.

Implications for consumers:

• Increased Awareness of Dietary Options: Gen Z has a high awareness of various dietary patterns and their potential benefits and drawbacks.

• Potential for Misinformation and Unhealthy Dieting: The reliance on social media for information can expose Gen Z to misinformation and potentially harmful dieting trends.

• Need to Develop a Positive and Balanced Relationship with Food: Gen Z consumers need to navigate social pressures and develop a healthy and sustainable approach to eating that prioritizes overall well-being.

• Opportunity to Connect with Online Communities for Support: Social media can provide access to communities of individuals following similar diets, offering support and shared experiences.

Implication for Future:

• Continued Influence of Social Media on Dietary Trends: Social media will likely remain a dominant force shaping Gen Z's food choices and perceptions of healthy eating.

• Evolution of Diet Culture: Gen Z's values and approach to food may lead to a shift in traditional diet culture towards more inclusive and holistic perspectives.

• Increased Demand for Transparency and Ethical Sourcing: This generation's interest in a holistic approach to food may also drive demand for greater transparency regarding food sourcing and ethical practices.

• Integration of Technology for Personalized Nutrition: We may see more technology-driven tools and platforms emerging to provide personalized dietary guidance to Gen Z.

Consumer Trend: Socially Driven Diet Exploration: Gen Z's dietary choices and eating habits are heavily influenced by social media trends, leading to a high adoption of specific diets, often driven by weight management goals and the desire to align with online ideals.

Consumer Sub Trend: Filtered Fuel: The Impact of Social Media on Gen Z's Food Perceptions: Gen Z's understanding of healthy eating and body image is significantly shaped by the curated and often filtered content they encounter on social media platforms.

Big Social Trend: The Intersection of Digital Culture and Body Image: Social media's pervasive influence is intensifying body image pressures, particularly on young people, impacting their relationship with food and driving trends in dieting and wellness.

Worldwide Social Trend: Global Focus on Health and Wellness Among Younger Generations: Across the globe, younger generations are increasingly prioritizing health and wellness, leading to a greater interest in specific diets and healthy eating practices.

Social Drive: Seeking Validation and Belonging Through Shared Dietary Practices: Gen Z uses social media to find communities and validation around their dietary choices, seeking to align with online trends and peer groups.

Learnings for brands to use in 2025:

• Prioritize Accuracy and Transparency in Online Content: Ensure all food and nutrition information shared on social media is accurate, science-backed, and avoids promoting unrealistic or unhealthy ideals.

• Focus on Building Body Positivity and Healthy Relationships with Food: Frame marketing messages around overall well-being and balanced eating rather than solely focusing on weight loss or physical appearance.

• Engage with Gen Z on Their Preferred Platforms Authentically: Utilize platforms like TikTok and Instagram with content that is relatable, educational, and avoids overly promotional or filtered aesthetics.

• Partner with Diverse and Credible Voices in the Health and Wellness Space: Collaborate with a range of influencers who promote inclusivity and healthy lifestyles, rather than those pushing extreme dieting.

• Provide Resources and Information on Mental Health and Food: Acknowledge the emotional aspects of food and offer resources or messaging that supports a positive relationship with eating.

Strategy Recommendations for brands to follow in 2025:

• Invest in Content Creation that Educates and Empowers: Develop informative and engaging social media content that helps Gen Z navigate the complexities of nutrition and make informed food choices.

• Collaborate with Mental Health Organizations and Professionals: Partner to provide resources and support for young people struggling with body image issues and unhealthy relationships with food.

• Promote Body Neutrality and Inclusivity in Marketing Campaigns: Feature diverse body types and avoid the use of excessive filters or unrealistic portrayals of appearance.

• Develop Interactive Tools and Resources for Personalized Nutrition Guidance: Explore ways to provide Gen Z with tailored information and support based on their individual needs and preferences.

• Actively Monitor and Address Misinformation Online: Engage in conversations on social media to correct misinformation about food and nutrition and promote accurate, evidence-based information.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

The core trend is Gen Z's Socially Mediated and Diet-Focused Approach to Eating, and in 2025, brands and companies should benefit from this by prioritizing transparency, accuracy, and body-positive messaging on social media platforms, offering products that align with popular dietary trends while fostering a healthy and informed relationship with food among this influential generation.

Final Note:

• Core Trend: Socially Influenced Dietary Consciousness in Gen Z: Gen Z's eating habits are heavily shaped by social media and a focus on specific diets.

• Core Strategy: Authentic and Educational Social Media Engagement: Brands should prioritize accurate, transparent, and body-positive content on social platforms to connect with Gen Z.

• Core Industry Trend: The Blurring Lines Between Diet Culture and Wellness on Social Media: The food industry navigates the complex landscape where diet trends and wellness information intersect online.

• Core Consumer Motivation: Seeking Health, Appearance, and Social Validation Through Diet: Gen Z is driven by a combination of health goals, appearance pressures, and the desire to fit in with online trends. Final Conclusion

Core Trend Detailed: The core trend centers on Generation Z's distinct approach to eating, which is heavily influenced by the digital environment, particularly social media. This generation is more inclined than others to follow specific dietary patterns, often driven by a desire for weight management and achieving an ideal physical appearance promoted online. Their relationship with food is complex, marked by a mindful approach to dieting but also by a susceptibility to social comparisons and unrealistic standards. Social media serves as a primary source of information and inspiration for their dietary choices, making it a critical space for brands and retailers to engage with them thoughtfully and responsibly.

Key Characteristics of the Core trend:

• High Adoption of Specific Diets: Plant-based, high-protein, and gluten-free are popular, along with a notable interest in keto and low-carb diets.

• Significant Social Media Influence: Platforms like TikTok and Instagram play a major role in shaping food choices and perceptions.

• Focus on Weight Management: A strong driver for adopting diets is the desire to lose weight, influenced by both general weight-loss culture and social media pressures.

• Complex Relationship with Food and Body Image: Despite dietary mindfulness, Gen Z reports a less positive relationship with food and is more prone to social comparison regarding appearance.

• Continuous Search for Information: This generation is actively seeking information about food and nutrition, often turning to online sources.

Market and Cultural Signals Supporting the Trend:

• Prevalence of Diet and Wellness Content Online: Social media platforms are saturated with content related to food trends, recipes, and dieting tips.

• Rise of Health and Wellness Influencers: Many online personalities focus on specific diets and healthy lifestyles, gaining significant followings among Gen Z.

• Increased Availability of Products Catering to Specific Diets: Grocery stores and online retailers offer a wide range of products labeled as plant-based, gluten-free, keto-friendly, etc.

• Growing Conversation Around Mental Health and Well-being: There is an increasing awareness of the connection between diet, mental health, and overall well-being among young people.

• Body Positivity and Inclusivity Movements: While weight loss is a key motivator, there is also a counter-movement promoting body acceptance and healthier relationships with food.

How the Trend Is Changing Consumer Behavior:

• Prioritizing Foods That Align with Their Chosen Diet: Gen Z actively seeks out and purchases products that fit their specific dietary requirements.

• Relying on Social Media for Food Recommendations and Reviews: They are more likely to trust and act upon food-related content seen online.

• Experimenting with Different Diets and Eating Patterns: This generation shows a willingness to try various dietary approaches to achieve their health and appearance goals.

• Seeking Transparency and Authenticity from Food Brands: They value brands that are upfront about their ingredients and avoid misleading marketing.

• Engaging with Online Communities Around Food and Diet: Gen Z often joins online forums and groups to share information, recipes, and support related to their dietary choices.

Implications Across the Ecosystem:

• For Brands and CPGs: Major opportunity to innovate and market products tailored to popular Gen Z diets. Need to focus on authentic and transparent communication online.

• For Retailers: Ensure a wide selection of products that cater to various dietary needs and trends. Consider featuring social media-popular items and creating engaging online content.

• For Consumers: Access to a wealth of dietary information and a wide range of specialized food products. Potential for both positive and negative influences from social media on their relationship with food and their health choices.

Strategic Forecast:

• Social media will continue to be a primary driver of dietary trends among Gen Z.

• We may see the emergence of new and niche dietary patterns gaining popularity online.

• There will be a growing demand for more personalized and tech-driven approaches to nutrition.

• Brands that can build trust and provide accurate information will be more successful in engaging with this generation.

• The conversation around body positivity and mental well-being in relation to food will likely continue to evolve and influence Gen Z's dietary choices.

Final Thought (summary):

Gen Z's engagement with food is uniquely shaped by the digital age, where social media and a focus on specific diets intersect to influence their choices and perceptions, highlighting the critical role for brands and educators to provide accurate, authentic, and health-promoting information to navigate this complex landscape.

Source: https://www.foodnavigator-usa.com/Article/2025/05/28/unraveling-the-implications-of-gen-zs-obsession-with-diets/