Cologne: 04.–08.10.2025 #anuga

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Nachhaltigkeit und Gesundheit: So tickt die Gen Z wirklich | Event on the Anuga 2023

Busting Gen Z Myths Around Sustainability and Health

from Mintel Group Ltd.
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Food Trends
Mintel Germany GmbH
Kesselstr. 5-7
40221 Düsseldorf
Trend Zone, Boulevard North, B 005

The event

Gen Z (b.1997-2010) is the healthiest, most environmentally friendly generation the world has ever seen, and has a deep distrust of big brands. 

This is the narrative spread by much of the media, the majority of marketing agencies and a vocal minority of Gen Z activists. But a closer inspection of the data shows these are myths and brands which take them too literally will struggle to grow. 

In this presentation, food and drink expert, Kate Vlietstra, looks at what Gen Z really prioritises from food and drink brands, and how this understanding can drive growth for your brands. 


Director of Mintel Food & Drink