The food and beverage industry is evolving due to the influence of consumers, particularly younger generations. Transparency, sustainability, nutrient density, and cognitive health are becoming increasingly important to consumers and are shaping their purchasing decisions. Consumers want clear, straightforward communication about the products they buy, especially younger consumers who are more interested in learning about their food. A recent survey by IRI found that 35% of Gen Z and millennial consumers have tried more sustainable food or beverage brands, compared to 24% for older generations. Sustainability-marketed products accounted for 17% of total CPG sales in 2021 and are continuing to grow. A survey by Morning Consult found that over two-thirds of Gen Z respondents said sustainability has an impact on their food and beverage choices. Brands will need to make nutrition and sustainability messaging clear to appeal to consumers.

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