Gen Z’s Changing Palate: Embracing Chaos Cuisine and Spicy Flavors
As the generation born between 1997 and 2012, known as Gen Z, comes of age, food and beverage producers are adapting to their unique and diverse tastes. This shift is upending traditional norms of food groups and flavor combinations, catering to a generation that cares less about traditional cuisine distinctions.
Chef Joe Labombarda, the senior vice president of the culinary division at Chartwells Higher Education Dining Services, notes that Gen Z is driving a demand for authentic international flavors. With a growing number of first-generation students from different countries, inauthentic international foods no longer suffice. The diverse audience is quick to voice their opinions on social media, pushing manufacturers to deliver more authentic and bold food experiences.
Labombarda describes the current culinary landscape as embracing “chaos cuisine,” where viral trends on platforms like TikTok inspire new and innovative meal combinations. This trend allows chefs to experiment and create unique flavor profiles that resonate with the adventurous palates of Gen Z.
Spicing it up
One significant factor driving the shift in taste preferences is Gen Z’s love for spicy food. The rise of products like Frito-Lay’s Flamin’ Hot snacks and the increasing popularity of hot sauce among Gen Z consumers reflect this growing trend. Additionally, Gen Z is the first generation to show a preference for Mexican cuisine over Italian, leading to a projected growth in the Mexican food market.
Looking ahead, Labombarda anticipates the continued exploration of new flavor profiles, especially from regions like Southeast Asia. Ingredients maker T. Hasegawa USA’s declaration of ube as the flavor of the year for 2024 highlights the growing interest in Asian flavors that are yet to become mainstream in the U.S.
Moreover, the long-term trend towards health-conscious eating will continue to shape food preferences. As the next generation, Gen Alpha, grows up, they will likely prioritize food choices that offer clarity and energy, emphasizing the role of food as fuel for both the body and mind.