Generational shifts: how Gen Z and Millennials are shaping the plant-based market

The rise of meat-free eating among younger generations

Consumer preferences are evolving rapidly, with Millennials (usually considered to be those born 1980-1994) and Gen Z (born 1995-2009) making a significant impact. These generations are increasingly conscious of their food choices and are shaping the future of the food industry through their purchasing power, digital influence, and values-driven consumption.¹

Among these generations, plant-based eating has become more popular, fuelled by concerns about health, sustainability, and animal welfare. According to the latest Smart Protein Project survey, Gen Z stands out with the highest rates of vegetarians (7%), vegans (4%), and pescatarians (5%) in Europe. In contrast, omnivores are more prevalent in the Boomer and Gen X groups. 

However, flexitarianism – the practice of reducing meat consumption without eliminating it entirely – is not confined to younger generations. Adoption rates are similar across Boomers (29%), Gen X (27%), Millennials (28%), and Gen Z (26%).² Interestingly, Boomers have a slight edge in flexitarianism, which may be partly explained by their higher disposable incomes and greater access to a wider range of plant-based options. This implies that while younger consumers are leading the transition toward fully plant-based diets, older generations are also contributing to market growth by integrating more plant-based options into their meals. 

For businesses, these results suggest that there may be an opportunity for marketing and product development tailored to specific needs across age groups.

Health as a key driver – what sets younger generations apart?

Health and wellness play a major role in the shift toward plant-based eating, but generational priorities differ.

Studies indicate that Millennials and Gen Z prioritize functional foods – those offering additional health benefits beyond basic nutrition. Millennials are more likely to consider health benefits when selecting foods compared to older generations such as Baby Boomers (born 1946-1964).³ Meanwhile, Gen Z consumers are particularly interested in foods that promote gut health, mental well-being, and immunity.⁴

Social media and digital influencers have amplified these trends and made information about plant-based diets more accessible. Millennials and Gen Z are exposed to nutrition content on TikTok, Instagram, and YouTube. Viral trends highlighting the benefits of plant-based diets for heart health, weight management, and disease prevention have contributed to the rising demand for protein-rich, fortified, and additive-free alternatives.

For brands, positioning plant-based products as both nutritious and functional – rather than simply meat-free – can strengthen their appeal.

Sustainability and ethical consumption 

Sustainability concerns appear to be an important factor in the adoption of plant-based diets among younger generations. Climate change awareness is at an all-time high, and many consumers are actively seeking ways to reduce their environmental impact through food choices. 

A recent study found that 37% of US Gen Z consumers consider climate change their top personal concern, compared to 27% of Gen X and 29% of Boomers.⁵ Meanwhile, 54% of Gen Z and 50% of Millennials say they are willing to pay 10% more for sustainable products, compared to just 23% of Baby Boomers.⁶

This generational shift underscores the growing importance of sustainable branding and transparent sourcing. Many younger consumers, increasingly aware of climate, environmental, and social justice issues, favor brands that align with their values – whether through ethical ingredient sourcing, carbon footprint reduction, or eco-friendly packaging.

The power of social media and digital influence

Unlike previous generations, Millennials and Gen Z have grown up in the digital age, where social media significantly influences consumer behavior. Platforms like TikTok, Instagram, and YouTube have become powerful tools for promoting plant-based eating through:

• Viral recipes showcasing easy and delicious plant-based meals.
• Influencer endorsements from celebrities and health experts.
• Sustainability challenges that encourage consumers to try plant-based swaps.

Brands that effectively engage younger audiences on these platforms can strengthen consumer trust and loyalty. The success of plant-based brands like Oatly and Beyond Meat has been driven in part by strong digital-first marketing campaigns that resonate with the values and aesthetics of younger consumers.

To remain competitive, businesses must leverage social media, collaborate with influencers, and create shareable content that aligns with the lifestyle aspirations of Millennials and Gen Z.

Purchasing power and market influence

While Millennials and Gen Z are shaping plant-based trends, purchasing power varies across generations:

• Baby Boomers generally have higher disposable incomes, giving them more flexibility to explore premium plant-based products.
• Millennials and Gen Z, while highly engaged in plant-based eating, are often more budget-conscious and value-driven in their purchasing decisions.

This presents a key takeaway for brands:

• Premium plant-based options (e.g., artisanal meat alternatives) and products that seamlessly fit into traditional meals may appeal to older consumers who prioritize quality and flexibility.
• Affordable, convenient plant-based choices (e.g., ready-meals, snacks) with functional health benefits can help drive adoption among younger, price-sensitive consumers.

Striking the right balance between innovation, accessibility, and affordability will be crucial for long-term market success.

The impact on the food industry

Millennials and Gen Z are reshaping the food industry, driving demand for plant-based products and influencing corporate strategies. Major food chains, supermarkets, and meal-kit providers are expanding their plant-based offerings in response. In the UK for example, Tesco has committed to boosting sales of plant-based meat alternatives by 300% by 2025.⁷ Likewise, Lidl Germany recently announced its initiative to increase its sales share of plant-based foods by 20% by 2030. 

The demand for plant-based convenience foods also continues to rise, reflecting a preference for quick, healthy, and accessible options. Younger generations are driving innovation in plant-based ready-meals, grab-and-go snacks, and restaurant delivery. Businesses that adapt to these evolving preferences will be best positioned for long-term success.

While younger consumers are at the forefront of this shift, older generations are also showing interest, engaging with flexitarian eating, and contributing to overall market growth. In fact, data suggests that a significant share of alternative meat purchases comes from Gen X (45.3%) and Baby Boomers (38.2%).⁸ While many are not fully shifting away from animal products, their engagement with plant-based options reflects a broader interest in flexitarian eating. 

Looking ahead, Generation Alpha (born 2010–2024) could play a significant role in accelerating plant-based adoption. Though data on their dietary habits is limited, early signs suggest they may be influenced by Millennial and Gen Z parents who prioritize plant-based diets. Growing up with early exposure to plant-based foods could further accelerate mainstream adoption.

Final thoughts

Generational shifts in food preferences are reshaping the plant-based movement and the broader food industry. Led by Millennials and Gen Z, the focus on health, sustainability, and ethical consumption is influencing everything from retail products to restaurant menus. 

As the sector evolves, businesses that embrace these values through innovation, accessibility, and strategic marketing will be best positioned for long-term success.

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1. Equitable Food Initiative (2023). Millennials and Gen Z Eat with a Focus on Sustainability. Available at: https://equitablefood.org/latest-news/millennials-and-gen-z-eat-with-a-focus-on-sustainability
2. ProVeg International (2023). European Survey on Readiness to Adopt a Plant-Based Lifestyle: A follow-up to the 2021 survey report ‘What Consumers Want.’ Smart Protein Project, funded by Horizon 2020, grant agreement No 862957. Available at: https://proveg.org/download/20/reports/159266/smart-protein-european-consumer-survey_2023.pdf
3. International Food Information Council (2018). Study shows younger generations are more health-conscious than previous generations. Available at: https://www.texashealth.org/areyouawellbeing/Health-and-Well-Being/Study-Shows-Younger-Generations-Are-More-Health-Conscious-Than-Previous-Generations
4. MDPI (2023). Gen Z Food Preferences: Gut Health, Mental Well-being, and Immunity. Available at: https://www.mdpi.com/2072-6643/17/3/591
5. https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/
6. https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability
7. Tesco PLC (2020). Tesco commits to 300% sales increase in meat alternatives. Available at: https://www.tescoplc.com/tesco-commits-to-300-sales-increase-in-meat-alternatives/
8. Food Institute (2023). “Who’s Buying Alt-Meat? Unpacking Consumer Motivations.” Available at: https://foodinstitute.com/focus/whos-buying-alt-meat-unpacking-consumer-motivations/