If bakery and snack brands seek to gain the attention of what is becoming the biggest consumer demographic in history – Gen Z – they must understand what is whetting their appetites and motivating their purchasing behaviours. But that could be easier said than done for this contrary consumer group.
With Gen Z (anyone born between 1997 and 2012) representing 25% of the population, their spending power will grow to $12t by 2030, or 18.7% of global spend, according to the Spend Z: A Global Report, a joint report by NielsenIQ, GfK, and World Data Lab.
Kathy Risch, Senior Vice President of Thought Leadership and Shopper Insights at Acosta Group, says Gen Z’s behaviour is complex and that they display “seemingly contradictory shopper behaviours”.
Wellness is still key for this demographic, with Acosta’s 2026 predictions pointing out Gen Z and Millennial shoppers are outranking the general population in their prioritization of every wellness attribute.
“We outlined that the three drivers for wellness in 2026 will be personalization, trust, and transparency,” she says.
But it is just one driving factor in Gen Z’s purchasing decisions.
“They also wish to create relevant, memorable experiences, which can mean dining out or seeking special items that are more indulgent in nature. It’s natural for this generation to live in this space,” says Risch.
Inflation impact on Gen Z spending
What about the impact of inflation and price perception on choice and frequency?
For young people, the ease and comfort of snacking trumps price considerations. It fits into their busy lifestyles, with snacks often replacing meals for this group.
“Their choices perfectly align with their evolving definition of value,” says Risch. “In our 2026 predictions, we shared that Gen Z consumers are redefining ‘value’ – moving from a focus on only price, convenience and quality to a more holistic meaning that incorporates experience, personal relevance, and consistency.”
However, Risch notes this generation is selective in their spending.
“They have money to spend, but price sensitivity and economics are very dependent on the category and the relevance of the product to them. They will prioritize spending for those items or experiences that they believe are special and important to them. When doing their everyday shopping, they will more likely be considering ‘what can I truly afford?’ It’s about how they choose to spend their dollars.”
The “little treat” culture trend – buying small everyday indulgences – is still relevant to this demographic. This behaviour was highlighted in Mondelēz’s State of Snacking report 2024, which showed 71% of both Gen Z and Millennials reported that they prefer to eat many small meals throughout the day, as opposed to a few large ones (up 8% from the previous year). The report found that 84% of Gen Z-ers agreed with this statement: “Snacking is my way of treating myself after a productive day.”
Risch says Acosta’s shopper study on snacking in 2025 revealed that Gen Z purchasers are more likely to make impulse snack buys both in-store and online.
Typical Gen Z behaviour
She says the same study also reflected another typically contrary Gen Z behaviour.
“When asked what product claims influenced impulse snack purchases, Gen Z shoppers were consistent with their seemingly contradictory list of priorities, ranging from ‘all-natural ingredients,’ ‘high protein,’ and ‘keto,’ as well as health benefits, and ‘it was bright-coloured and a great price,’” she says.
She advises brands to consider how this valuable segment defines value to balance healthy and indulgent selections and “tap into their affinity for high-value foodservice experiences”.
Canny brands are responding to this need for impulsive indulgence, convenience, and escape in their marketing. Authenticity, as ever for this demographic, is critical to gain their attention and stay relevant.
“This generation is craving meaningful experiences; they’re creating their own stories, sometimes Instagram- or TikTok-worthy. There’s a strong foodservice influence for this generation that is very much on-the-go, out-of-the-home driven. And there’s a willingness to pay for that special coffee or treat that’s indulgent in nature because it provides that relevant experience,” says Risch.
To connect with these powerful but contradictory consumers, brands need to understand their motivators. For Gen Z, food is an experience, a form of self-expression and a reflection of their values.
This is a demographic that is selective with both their attention and money, prioritizes wellness and sustainability, likes to treat themselves and is contemptuous of inauthenticity. It’s a tough proposition but one that will pay dividends for the brands that find the sweet spot for Gen Z.