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As Generation Z, born between 1997 and 2012, comes of age, food and beverage producers are adapting items to their unique and diverse tastes, upending established norms about where food groups and flavor combinations belong together.
Chef Joe Labombarda, senior vice president of culinary affairs at Chartwells Higher Education Dining Services, said young people today are less concerned about the distinctions between traditional cuisines. Labombarda helps create food service menus for a variety of schools representing more than 2 million U.S. college students.
He said one factor in the diversification of flavors is that flavors that are authentic to consumers are now more widely available around the world.
“More and more first-generation students are coming from other countries, and fake international foods or taste profiles are no longer an issue,” Labombarda said. “There’s so much of an audience that social media will tell you if it’s not good, and manufacturers have picked up on that.”
The chef said TikTok’s “chaotic cuisine” and viral trends are inspiring new meal combinations that weren’t previously accepted.
“Our audience right now is amazing for chefs who thrive on creativity and experimentation,” Labombarda said. “This is a great opportunity for those who enjoy bold food experiences, like serving bao buns with Nashville hot chicken. Some of these flavor profiles fit together so well.”
The Truff and Hidden Valley Ranch sauce collaboration, released for a limited time in 2022, is an example of the growing prominence of unique flavor combinations and spicier products.
Provided by Hidden Valley Ranch
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A significant factor in the taste shift is Generation Z’s acceptance of spicy foods. This trend is highlighted by the rise of snacks like Frito-Lay’s Flamin’ Hot product, which became its own designated brand earlier this year. In a survey conducted earlier this year, more than half of Gen Z consumers identified themselves as hot sauce fans.
Generation Z is the first generation to prefer Mexican food over Italian food. According to Technavio, Mexican food is expected to grow by $113.8 billion by 2026, at a CAGR of 6.65%.
Looking to the future, Labombarda said there are still regions, such as Southeast Asia, whose flavors have yet to reach mainstream menus and ingredient decks in the United States.
“In countries like Vietnam, there are so many chilis, salsas, jams and sauces with fantastic flavors,” Labombarda said.
Food manufacturers are turning to Asian flavors that are not yet widely familiar to American consumers. Ingredient manufacturer T. Hasegawa USA has declared ube, a bright purple root native to the Philippines with a savory and sweet flavor, as the 2024 Flavor of the Year.
Long-term trends in health will also continue to dictate food preferences, according to the chef. The next generation, Generation Alpha, born between 2012 and now, will continue to learn more about the benefits of food as they grow, he said.
“Young people are much more aware of what they are putting into their bodies, so we are seeing an increase in the amount of protein people are consuming and using food as fuel for clarity or energy,” Labombarda said. . .
