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Explore the unique traits of Asia Pacific's Gen Z, their food and beverage preferences, and key opportunities for manufacturers to innovate and meet their needs.
Generation Z (born between 1997 and 2012) is shaping the future of food and beverage in the Asia Pacific region. Their choices strongly focus on well-being, sustainability, and functionality, creating new opportunities for food manufacturers to meet their evolving demands. Here’s a deeper dive into Gen Z's consumption preferences and how brands can innovate to stay ahead.
Imagine a 22-year-old university student in Singapore starting their day with a matcha latte fortified with collagen for skin health, followed by a protein-packed plant-based smoothie before hitting the gym. Later, they grab a bottle of kombucha for gut health and unwind in the evening with a magnesium-infused drink to aid sleep. These choices highlight a growing trend among Asian Gen Z consumers—seeking products that not only taste good but also support their health goals.
Gen Z is the most digitally connected, health-conscious, and sustainability-driven generation to date. Spending more than six hours per day on their phones, Gen Zers are more active on social media than other generations in the region. They are also value-oriented, making purchasing decisions heavily influenced by ingredient transparency, ethical sourcing, and health and wellness benefits.
What Gen Z Wants: Consumer Preferences in Food & Beverage
The strong focus on physical and mental health benefits drives consumer purchasing decisions. Over one-third of Chinese Gen Zers (38%) state that they have chosen more food and beverages to improve their physical health over the past year–a marked difference between this generation of consumers compared to Gen X and Boomer preferences.1
Gen Z prefers foods and drinks that support their overall well-being. Their top functional needs2 include:
One in three Asian Gen Z consumers adjusts their diet to support mental health, and one in five takes supplements. 3 These consumers use perceived mood-boosting food and beverages as part of a more holistic approach to mental health that also includes tools such as yoga and meditation, leisure pursuits, and sleep.
Gen Z’s interest in food and beverages goes beyond taste or health benefits—they align their choices with personal values.
Gen Z consumers in Asia are ingredient-conscious. 42% of Chinese Gen Z consumers rely on ingredient lists to determine product healthiness. 3 Which ingredients resonate most with this group as healthy? Vitamins are ranked as number one for Gen Zers, and Omega-3s are also a priority.4
Trust is essential. This demographic prefers natural, minimally processed foods with clear health benefits. Similarly, sustainable sourcing, plant-based alternatives, and eco-conscious packaging resonate deeply with this generation. Brands that align with these values see stronger loyalty.
Similarly, sustainable sourcing, plant-based alternatives, and eco-conscious packaging resonate deeply with this generation. One in three Chinese consumers view sustainability as important to food choices, and a majority are willing to pay extra for food and beverage brands and products that actively work to solve environmental issues.5 Brands that align with these values see stronger consumer loyalty.
Functional food and beverage brands are seeing increased consumer interest in all Asian demographics, including Gen Z. For example, in South and Southeast Asia, over 1 in 4 consumers define their approach to healthy eating as a focus on positive nutrition boosts. More than one-third of consumers choose functional foods as part of their healthy eating strategy, with Gen Z prioritizing brain health and relaxation benefits.6 This trend suggests opportunities abound for brands to develop beverages that support relaxation and stress reduction aimed at the Gen Z audience.
With a focus on sustainability, Gen Z is more open to plant-based proteins and dairy alternative products that align with their ethical views.
Nearly one-third of Gen Z respondents in China are willing to purchase plant-based meat, with women showing a higher propensity for plant-based alternatives (36.4%) compared to men (26.7%).7
With rising stress levels and disrupted sleep patterns, Gen Z in Asia turns to functional beverages for relaxation and better rest. Ingredients like adaptogens (ashwagandha, reishi), magnesium, and L-theanine are gaining popularity for their perceived ability to promote calmness and reduce anxiety. Herbal infusions such as chamomile and lemon balm, along with melatonin-enhanced drinks, are also in demand for their perceived benefits to sleep quality. Brands are responding with stress-relief sparkling waters, nighttime teas, and relaxation shots, offering natural, science-backed solutions that fit seamlessly into Gen Z’s wellness routines.
Food and beverage manufacturers should adopt innovative strategies that align with Gen Z consumers' expectations to successfully capture them in the Asia Pacific region.
By embracing these strategies, food and beverage brands can create products that resonate with Gen Z, fostering loyalty and long-term success in the Asian market.
Looking to create the next Gen Z-focused food or beverage product? Glanbia Nutritionals offers a wide range of functional ingredients, custom nutrient premixes, and innovative formulation expertise to help you develop products that meet Gen Z’s demand for health, transparency, and sustainability. Whether you're crafting stress-relief beverages, protein-enhanced snacks, or clean-label supplements, our team can help you bring your vision to life. Contact us today to explore tailored ingredient solutions that resonate with the next generation of consumers.
