How generations shape food and drink demand in and away from home

Industry often focuses on younger consumers as an indicator of how the future consumer will eat, drink and shop. Many behaviours that start with Gen Z eventually influence the wider market, from social media-driven food trends to changing expectations around convenience, experience and personalisation. 

However, clear generational patterns emerge when it comes to attitudes, behaviours and expectations around food and drink. Understanding these differences can help businesses prioritise innovation, tailor propositions and create more relevant experiences across retail and away from home.  

Food and drink spend is prioritised differently by each generation 

Generations think differently about food and drink and allocate their budgets accordingly, reflective of the role that food and drink play in and out of home. Essentials dominate household budgets across all generations, but differences in discretionary spending reveal distinct growth opportunities: premium, quality-led groceries for Boomers and experience-led occasions away from the home for Gen Z.  

Broadly speaking, each generation is looking for something different, and so the retailers, operators and manufacturers best positioned for growth will be those that recognise these differences and adapt accordingly.  

Win with Gen Z: help them discover 

While Gen Z doesn’t yet have the spending power of older consumers, they have the greatest influence on emerging food and drink trends. This generation has grown up with technology and social media integrated into everyday life.  

This social-forward behaviour extends into food and drink, with these consumers viewing food less as a functional necessity and more as an opportunity to socialise and explore. This generation is most open to experimentation, from acceptance of new shopping channels like quick commerce to new flavours and cuisines when they eat and drink out.  

Businesses looking to attract younger consumers should focus on creating moments of discovery. Limited-edition products, exciting menu innovation, social-first marketing or experiential retail and hospitality concepts all give Gen Z something new to explore and can be a powerful driver of engagement. The brands winning with this generation make food and drink feel part of a broader experience rather than simply a transaction. 

Win with Millennials: simplify busy lives 

Millennials are one of the more complex generations, with a divide within the age group between younger and older Millennials. Younger Millennials behave more like Gen Z: convenience-led, digitally influenced and more open to easy cooking solutions. Older Millennials are more likely to be more planned and value conscious. This reflects the different life stages within the generation, from career progression to buying homes and balancing families and financial pressures. 

Unlike Gen Z who are often seeking novelty, as an entire cohort, Millennials are seeking solutions. They want products, services and experiences that remove friction from everyday life while still delivering enjoyment. 

For retailers, this means meal solutions, time-saving formats and products that deliver value without compromising quality. For away from home operators, it means creating occasions that feel worth the spend while fitting into increasingly busy lifestyles. Businesses that can save time, simplify decisions and deliver consistent quality are likely to remain relevant to this generation. 

Win with Gen X: provide practical solutions and consistency  

Gen X is often overlooked despite being responsible for the biggest share of consumer spending globally. As the Sandwich Generation, many juggle caring for ageing parents while raising children. 

Balancing these pressures makes this a generation focused on value and familiarity. Both in and out of home, these consumers value quality, convenience and reliability. Consistency of experience is essential, often leading this generation to routine purchases and out of home visits. This doesn’t mean that they are resistant to innovation or new concepts, but they must solve a genuine problem.  

In retail, this will look like making family meals easier, simplifying navigation and reinforcing value. In away from home, it means delivering consistent experiences that consumers can rely on.  

Win with Baby Boomers: earn a place in routines 

As the population ages, Baby Boomers are becoming an increasingly important audience for both retailers and operators. While younger generations seek novelty, older consumers are more likely to stick with brands, retailers and venues that consistently meet their needs. 

This generation is more selective about where they spend their time and money. Trust, reliability and familiarity drive decision-making, making them valuable customers once loyalty has been established. Retailers and operators that deliver consistently are more likely to become embedded in regular routines. 

For the food and drink industry, the opportunity with Baby Boomers extends beyond a single transaction and into becoming a habitual choice. Brands that can build lasting relationships rather than one-off purchases will be best placed for long-term growth. 

Balancing the needs of different generations 

Consumer expectations vary by generation. The factors that drive a Gen Z consumer to try a new product, retailer or restaurant can be very different from those that encourage a Baby Boomer to return. For retailers and operators, this creates a clear challenge in balancing innovation with consistency, excitement with reassurance, and novelty with trust. 

The businesses that get this balance right will be better equipped to attract new consumers, retain existing ones and unlock growth across generations. 

Looking for deeper insight on each generation? 

Our latest research across ShopperVista and Away From Home explores the specific needs of each generation in home and out of home, giving retailers, operators and manufacturers a guide to winning with each group.  

If you don’t have a subscription to these services, free summary versions are available for top-line insights into generational behaviour in the retail and away from home markets.  

Finally, if you want to get access to the research or have questions for the team, get in touch to find out more.