Generation Z, those born in the mid-1990s or later, have a great influence on foods and beverages. One of the ways they are shaping the industry is that they are moving away from three sit-down meals at fixed times in favor of multiple eating experiences that occur throughout the day.

Due to that shift, Gen Z consumers are looking for on-the-go snacks. In a new report from Packaged Facts, a leading market research company, convenience is a key factor in food choices with this generation. Additionally, when they do sit down for meals they prefer simple, easy-to-prepare options.

“Seemingly perpetually in motion, ubiquitously surrounded by limitless smartphone entertainment options, and frequently willing to work multiple jobs or side gigs, many Gen Z young adults are attracted to easy-to-prepare meals as well as snacking,” says David Sprinkle, research director for Packaged Facts.

However, Gen Z consumers don’t want to sacrifice health for convenience. 18- to 24-year-olds are more likely to seek out organic or natural foods when they go food shopping, prefer foods without artificial additives, and are more likely to be vegetarians.

Generation Z now makes up the largest segment of the U.S. population, at 26 percent. Companies that focus on this generation’s values in the coming years will have greater probability of earning their dollars.