Gen Z is going to shake up the food industry. New research from The Center for Food Integrity (CFI) found this generation thinks very differently about the products they buy. This emerging group views food as a form of self-expression and identity. They are also cause-driven and are expecting the same from the products they consume.

Gen Z accounts for 21% of U.S. consumers. Their economic power is the fastest-growing of all the generations, and their income is expected to increase to $33 trillion by 2030. Additionally, this generation represents the country’s changing ethnic and racial makeup. By 2026, the majority of this generation will be non-white according to the U.S. Census Bureau.

Gen Z wants to know more about the origin and impact of their foods. According to the CFI 2022 Gen Z Illuminate Digital Cultural Insights report, Gen Z believes that indulgences such as desserts and snacks can fit into a healthier lifestyle as well as the importance of clean eating and sustainable eating habits.

Gen Z also values technology. CFI research reinforces the importance of trust when communicating about tech in food, with key drivers including food safety and sustainability.