How Zillennials Are Quietly Reshaping Food & Beverage
Why the Micro-Generation Born Between Millennials and Gen Z Might Be Your Most Critical Audience Yet
They straddle two generations—but Zillennials are building a consumer identity all their own. Born roughly between 1990 and 2000, this bridge cohort blends Millennial pragmatism with Gen Z’s digital-native instincts. They’re not waiting to be marketed to—they’re curating, co-creating, and reimagining the food and beverage world on their own terms. And whether it’s at the grocery shelf, in the group chat, or on the FYP, they’re defining what’s next in flavor, format, and culture.
At Theory House, we help food and beverage brands decode what matters to this audience—and design retail, product, and brand experiences that win their loyalty. From low-ABV innovations to beautifully packaged adaptogens, here’s how Zillennials are changing the game—and how brands can meet the moment.
They Think Like Millennials, Feel Like Gen Z
Zillennials have grown up with social media, but still remember a world without it. That tension shapes their expectations: they want brands to be real and entertaining, responsible and indulgent, digital and IRL. If your message doesn’t resonate emotionally and functionally, they won’t think twice about moving on.
Z Stat: 73% of Zillennials say a brand must “deeply understand them” before they’ll consider a purchase (EY Future Consumer Index).
They’ve Made Mornings Sacred Again
Forget routine. For Zillennials, mornings are a moment of self-expression. Think curated coffee rituals, functional ingredients, and elevated experiences—all captured in the first 15 seconds of a TikTok. They’re driving premium growth in refrigerated and ready-to-drink categories at record pace.
Z Stat: Zillennials over-index on premium coffee purchases by 24% vs older demos (NCA Coffee Data Trends 2024).
They’re Drinking Less, But Expecting More
The new drinking culture is about presence—not excess. Zillennials are embracing lower-ABV cocktails, functional fizz, THC seltzers and zero-proof spirits that deliver on depth, not just buzz. Taste, story, and moment matter more than alcohol content.
Z Stat: 52% are actively reducing alcohol intake; 68% say flavor matters more than ABV (NielsenIQ).
They Want Radical Transparency
Zillennials don’t just care what they’re eating—they care where it came from, how it was made, and who made it. They’re seeking provenance, not polish. For them, storytelling starts at the source—and brands that reveal the real story earn real trust.
Z Stat: 62% are willing to pay more for brands that are transparent about sourcing and values (IBM x NRF).
They Buy With Their Eyes
In a TikTok-fueled marketplace, design is discovery. Zillennials gravitate toward bold, expressive packaging that’s thumb-stopping and share-worthy. But style without substance won’t stick. They expect aesthetics to reflect quality—and creativity to reflect values.
Z Stat: 1 in 3 Zillennials have bought a food or beverage product solely because they saw it on social media (McKinsey Food Trends Report 2024).
The Takeaway: Zillennials Don’t Just Follow Trends—They Set Them
Zillennials are culture-makers, not just consumers. Brands that treat them as collaborators—not just a target demo—are the ones breaking through. At Theory House, we help brands design for and with this generation. From in-store strategy and packaging design to omnichannel activations and innovation launches, we translate cultural cues into brand-building impact. Ready to build what’s next in food and beverage? Let’s talk about how to make Zillennials your brand’s biggest advocates.
