Cook first, post later: For Generation Z, food isn’t just about what’s on the plate, it’s also about sharing it online. One in five people between the ages of 16 and 29 shares pictures or other content related to their food on their social media channels every day. Almost two out of five post food content at least once a week.
Meat is a regular part of the diet for 83 percent of those surveyed. And Gen Z cooks significantly more often than the common convenience food stereotype suggests: More than half eat home-cooked meals every day. This percentage is slightly higher for women than for men. These are the key findings of a recent Civey study commissioned by the Central Association of the German Poultry Industry (ZDG).
71 percent say: I eat consciously!
When it comes to food, Gen Z (those born between 1997 and 2012) leaves as little as possible to chance: 71 percent decide rather consciously or even very consciously what goes on their plate each day. At the top of their wish list: health and well-being. More than half want to stay healthy through their diet, and around two out of five want to feel better. Approximately one in three wants to be physically fitter and look good.
But: Healthy alone isn’t enough. Around two-thirds clearly state that taste is particularly important to them. Just under half pay attention to nutrients and a reasonable price. Around two out of five want easy preparation. Gen Z wants it all in one: healthy, delicious, affordable. And preferably uncomplicated and practical for everyday use.
Meat remains mainstream in the diet
“The current Civey survey dispels prejudices about Gen Z,” says Wolfgang Schleicher, Managing Director of the Central Association of the German Poultry Industry. When asked, “Which dietary type would you most likely identify with?” 30 percent answered flexitarian. 35 percent eat meat regularly, and 18 percent base their dietary choice on the current situation. In total, meat is a standard part of the diet for 83 percent of those surveyed. Only about one in nine people (11 percent) are vegetarian or vegan. Wolfgang Schleicher adds: “The Civey survey also dispels the myth of a predominantly vegan or vegetarian Generation Z: This often-repeated perception is false. Meat is also mainstream among Gen Z. Gen Z cooks for themselves. They make conscious decisions and know exactly what is important to them: Good taste, a shared experience, sufficient protein intake, price, and ease of preparation all have to come together. Poultry hits the mark perfectly: It tastes good, provides high-quality protein, and can be easily combined with vegetables, salads, or bowls.”
A measure of good and healthy nutrition: Protein is indispensable for Gen Z
The major dietary trend among the younger generation is and remains protein. A good seven out of ten respondents consider it important to consume enough of it. Not even one in ten considers their protein intake unimportant.
And protein is far more than just muscle building material for fitness enthusiasts. Whether meat-eaters, flexitarians, vegetarians, or vegans: across almost all dietary approaches, young people pay attention to consuming enough protein. For Gen Z, protein is the benchmark for good and healthy nutrition.
Eggs and poultry are the most popular protein sources, each accounting for roughly half of consumers. Dairy products, protein powder, beef, and fish follow.
Meat remains mainstream
The study also contradicts common stereotypes regarding meat consumption: More than four out of five young people eat at least some meat-based foods (83 percent of respondents). Only 11 percent report being vegetarian or vegan. Meat and plant-based foods are commonly eaten together – for example, in bowls, salads, or vegetable dishes. When choosing a type of meat, respondents have a clear preference: 52 percent prefer poultry, 23 percent beef, and 15 percent pork. The preference for poultry is particularly strong among women: 57 percent favor poultry, and 19 percent beef. Among men, 46 percent are poultry fans, while 28 percent prefer beef.
We eat with our eyes. So do our smartphones
For Gen Z, food is about enjoyment, community, and creating visually appealing content. A good third post pictures of dishes because they look good. Three out of ten want to capture memories, and a good quarter want to share special meals with others. The mere pursuit of attention plays a less significant role in their content: only about one in seven cites likes as a reason for a food post. What really matters are beautiful pictures, special moments, and shared enjoyment.
The fact that Gen Z grew up with the internet and smartphones is also shown by the answers to the question of where the generation gets inspiration for dishes and guidance regarding their diet (multiple answers possible, therefore total over 100 percent): 39 percent actively research on the net, 26 percent each follow social media trends and consult AI applications, 25 percent follow influencers and content creators, 21 percent rely on nutrition apps or trackers, 14 percent read online articles or blogs.
Poultry scores twice: taste and protein
Why is poultry such a popular food? The answers are clear: Roughly half cite its good taste and high protein content. Around two out of five appreciate its nutritional value, and about three out of ten value its low fat content, ease of preparation, and suitability for everyday life.
Around three out of five respondents consider poultry important when it comes to enjoyable and healthy food. For a protein-rich diet, even more than seven out of ten attribute an important role to it.
