Fast Food Generation

Generation Z, having grown up with digital technology and exhibiting self-confidence, relies heavily on social media for information and cultivates a strong interest in food and culinary experiences. Gen Z were born and raised in the fast-food world; therefore, they expect everything to be exotic, yummy, visually appealing, and have their taste buds on fire all the time.

Comfort is what they are after when choosing food. The convenience of fast food is why they prefer it over the slow and tedious cooking of homemade meals. The generation has been brought up in a more diversified and interconnected world, aimed at discovering different international cuisines and flavours worldwide. For the digital generation, connectivity is significant; they are eating with their phone first. The food must be “Instagrammable” for Gen Z. They enjoy posting, sharing, and visiting expensive restaurants with photo opportunities.

Influential food vloggers with the best engagement grab Gen Z’s attention, and online ratings, recommendations, and food vlogs entertain them. Besides, most food-related narratives on social media are about unhealthy food, which has promoted unhealthy eating behaviours. Social media trends such as spicy noodles, boba tea, Netflix, and chill are some of the pushing factors behind unhealthy eating habits. For Gen Z, experiential dining is what matters most, and that is why the impact of aesthetic content on their dietary preferences is massive.

Gen Z enjoys multitasking. They choose food that fits their busy, fast-paced lives, which is often quick, convenient, and easy to consume. Online platforms, including food delivery apps and services, are contributing to the growth of Gen Z by catering to their inclination to order food and takeout. Gen Z is more inclined to snack than to eat whole meals. Therefore, demand for portable, packaged snacks has risen. Fast food consumption is prevalent among Generation Z, contributing to a pattern of poor dietary habits.

Economic aspects of the problem lead people to choose taste rather than health benefits. The demand for and supply of healthy, nutritious food haven’t been as high, the shelf life of fresh produce is shorter, and Gen Z finds it financially unprofitable to consume healthy food. Today, more people than ever use the internet to find information about food. Nonetheless, Gen Z are least worried about the nutritional value of the food that they are ingesting. Gen Z are used to customising their food decisions based on their dietary preferences, mood, or tastes.

The second generation is more orientated toward sustainability, organic food, cleansing, and wellness. The popularity of plant-based alternatives to animal products can explain veganism and the rise of veganism as a trend among Gen Z. Food selections are based on the flexitarian dietary pattern and on and off the vegetarian diet. The farm-to-fork food trend is becoming more popular among Gen Z, who are conscious of the environment and organic and fresh food.

The fact that they may become overly dependent on convenience foods or lack the knowledge of adequate nutrition could be the reason for their poor health in the long run. Gen Z should focus on getting the right balance of their dietary choices and should be well informed to ensure their well-being.

(Bachelor's in Public Health, National Open College, Pokhara University)