Spins finds Gen Z and Millennials prioritize protein, fiber and gut health while seeking clean labels and bold global flavors across food categories.
Millennials and Gen Z are leading a new era of “conscious consumption,” reshaping how brands define health, wellness and indulgence, according to Spins survey data and POS retail data during the 52 weeks ending July 13.
In the market research firm’s consumer report webinar Oct. 23, analysts broke down how these generations are buying food based on mindfulness, functionality and flavor exploration.
“The next generation of consumers are increasingly mindful about what they put into their bodies, making really informed and intentional choices,” with 40% of Gen Z and Millennials voluntarily following a specialty diet, said Connie To, director, growth solutions at Spins.
Diets driven by intention, not restriction
More than 50% of Gen Z and Millennials report following a high protein diet. While only 32% of younger shoppers identify as plant-based, the data suggests they prioritize protein diversity over strict dietary identities.
“Shoppers are concerned about increasing the amount of protein in their diet,” noted Evonne Chan, data analyst at Spins. “But, they’re not necessarily committed to a particular lifestyle. They’re looking for varied sources of protein and incorporating them in all forms.”
Across the store, products making protein and fiber callouts are outperforming conventional items. High-protein pasta SKUs (10-15 grams per serving) are up 4.4%, while fiber-rich shelf-stable pasta – though still a small $7.3 million segment – is surging 59.4% year over year. Millennials and Gen Z are over-indexing on these nutrient-dense categories, a reflection of their broader pursuit of functional eating.
Ingredient awareness and better-for-you label reading
Nearly 90% of Gen Z and Millennial consumers say they actively avoid certain ingredients, according to Spins. In food and beverage, sugar tops the list, with younger consumers steering clear of artificial sweeteners, high-fructose corn syrup and sugar alcohols.
“Younger consumers are proactively looking to steer away from things that don’t align with their health values,” To explained.
This ingredient scrutiny extends to how and where they shop. Around 30-40% of Gen Z and Millennials prefer natural and organic stores or farmers markets, and 80% shop at two to three stores per week, signaling a more experiential, discovery-driven shopping pattern, per Spins data. Further, in-store browsing – not social media – is still the No. 1 way these generations discover new products, according to Spins.
The nutrient-forward food movement
Spins data reveals a “nutrient density renaissance” across center store categories. Fiber and protein remain the powerhouse pair, with digestion and gut health ranking among the top three supplement goals for young consumers.
“Fiber is having its own renaissance,” said Chan. “Cookies with prebiotic or fiber callouts are up 29% year over year.”
Younger consumers’ focus on digestive wellness also is driving the surge in fermented foods – think sourdough, pickles, kimchi and kombucha. Refrigerated pickles, for instance, command a 59% price premium over shelf-stable formats, signaling both health and quality halos.
Protein, fat and flavor reframed
Within the “four pillars” of cooking – salt, fat, acid and heat – Spins data shows Gen Z and Millennials are reframing traditional nutrition narratives:
- Protein: A “back-to-protein” wave is evident, with animal protein up 12.6% and plant protein up 11.3% as functional ingredients in sales. Categories like yogurt, eggs, jerky and even ready-to-eat chicken breast packs are drawing younger buyers seeking satiation and convenience.
- Fats: Once demonized, fats are now embraced for satiety, flavor and fitness. Premium oils, ghee and beef tallow are trending, while full-fat dairy – particularly a2 milk and cottage cheese – is making a comeback. Cottage cheese has gained 5 percentage points in household penetration over the past three years, driven by millennial families seeking nutrient-dense options.
- Acidity & fermentation: Gut health-linked formats like pickled and fermented foods add function and flavor, helping brands position themselves as premium and wellness-forward.
- Heat & global flavors: Millennials and Gen Z are pushing spice into the mainstream – including chili crisp, which trends high among Milennials, while hot sauce grew 93% last year. “Heat isn’t just about flavor anymore – it’s about frequency,” said Joseph Overall, senior brand strategist at Spins. “Snacks, sauces and global textures are the new playground for innovation.”
How can brands connect to Gen Z and Millennials’ wellness goals?
- Functional nutrients sell: Younger consumers recognize brands that emphasize protein, fiber and gut health on-pack.
- Clean and clear labeling matters: Transparency on sugar, sweeteners and artificial ingredients builds trust.
- Global meets functional: Flavor exploration and wellness are no longer separate lanes; they’re coexisting in the same meal occasion.
- In-store discovery is alive and well: Despite digital influence, physical retail remains a critical environment for younger shoppers’ product discovery and trial.
For CPG brands, the message is clear: Millennials and Gen Z aren’t just buying food, they’re curating wellness experiences that balance flavor, functionality and personal values.
As To summed up: “The future consumers are likely to be even more mindful about their consumption habits.”
