From nostalgic cravings to mindful eating, food isn’t just about what’s on the plate.

It’s about connection, emotion, and identity. Our latest Generation Trends Report breaks down how generational preferences are influencing the food and beverage space – and what marketers should know. 

We analyzed millions of online conversations across Gen Z, millennials, Gen X, and baby boomers to see how food habits, preferences, and expectations differ by generation. Here’s what we found. 

How we found these insights 

We used Brandwatch Consumer Research and our ready-to-use Social Panels to analyze millions of conversations on X and Reddit between January 2024 and March 2025. These pre-built audiences make it easy to explore generational behavior in real time. 

Trend #1 Gen Z use food to build social capital

More than a necessity, food helps Gen Z express their values and build social capital. We analyzed travel conversations across Gen X, baby boomers, millennials and Gen Z – and Gen Z mentioned food more than any other group, with over 47k posts blending food and travel. But here’s the twist: 59% of these conversations were negative. When a restaurant experience doesn’t meet their expectations, Gen Z are not shy about sharing disappointment on social media. The good news? They’re just as quick to hype a meal or food experience worth posting about. 

What Gen Z are really craving is connection. Food experiences that spark joy and shareable moments tend to thrive in this space. In fact, 42% of emotion-categorized mentions in travel-related conversations skewed joyful. 

What it means for brands

For Gen Z, the topic of food is deeply personal and highly shareable. Food brands that deliver joy, connection, and self-expression are more likely to win Gen Z consumers over. Especially when they tap into the emotional and social value Gen Z places on food. 

Trend #2 Millennials are rethinking their energy drink habits

Millennials are increasingly skeptical of the food and beverages they consume, and energy drinks are a particularly hot topic. Mentions of energy drinks rose 11% in food-related discussions, and 44% of those were negative. Conversations are mainly driven by concerns around addiction, anxiety, and sugar crashes. Mentions of sugar and calories in energy drink conversations climbed to over 1.6k, which is a 72% increase from the previous period. 

While some millennials appreciate the quick energy boost, others are actively trying to cut back. But many find it difficult to quit. 

What it means for brands

This presents an opportunity for brands to offer smarter alternatives with cleaner labels. Brands that offer healthier options, along with clear ingredient info and transparency around long-term impact, can build lasting trust and loyalty. 

Trend #3 Gen Xers are in it for the long-term reset

Gen X conversations point to something deeper: transformation. They’re not just cutting back – they’re reshaping their lives. 

Mentions of lifestyle changes like weight loss spiked 181%, and detox-related discussions doubled. Many Gen Xers shared personal wins around reducing sugar, alcohol, or processed food. These aren’t fleeting trends; they reflect deeper, long-term commitment to emotional and physical wellness. 

Notably, Gen Xers are using social media to share these milestones, often seeking support or encouraging others, and these conversations are highly personal and emotionally charged. 

What it means for brands

This generation is gravitating toward more sustainable things in life. From clean-label products to brands that resonate on an emotional level. Campaigns that reflect real, long-term health journeys (not quick fixes) are more likely to win this audience over. 

Trend #4 Baby boomers call for ingredient transparency

Milk emerged as a surprising conversation driver among baby boomers, generating 45% more mentions compared to the previous period.  

Many of these conversations were sparked by a recent controversy involving one of the world’s largest dairy farms and the feed additive Bovaer, which raised concerns about labeling, health risks, and animal welfare. 

The news prompted strong reactions from many boomers. Some found it so unsettling that they called for boycotts of retailers selling milk with additives and pushed for a switch to plant-based alternatives. 

These conversations reveal a deeper distrust around food production, alongside a growing interest in organic, local, and transparent options. 

What it means for brands

Boomers are looking for honesty and accountability. Brands that prioritize transparency through clear labeling, clean ingredients, and traceable sourcing can build trust with this generation. Speak to their values, not just their taste buds. 

Every generation sees food a little differently – and they’re all talking about it

Want to dig deeper into how each generation is shaping trends in food, retail, travel, and more? Read the full Generation Trends Report now. 

And if you're ready to start uncovering audience insights for yourself, [book a demo] and explore the power of Brandwatch Social Panels.