Generation Z likes its snacks and sides, doesn’t skip breakfast, and embraces fresh and healthy.

Those are among the findings of a new study, “Guide to Gen Z: Debunking the Myths of Our Youngest Generation,” by the Port Washington, New York-based market research firm NPD Group.
The younger the generation, the bigger its obsession with fresh and healthy foods, says NPD, and Gen Z — defined as those born between 1997 and the present — is no exception. Today’s youngest consumers are being raised by Gen Y and Gen X parents, for whom “all natural” is the most important attribute of children’s snack foods. Gen Z eats more salad, carrots, broccoli, fresh fruit and yogurt than earlier generations.
Gen Z consumers are eating smaller main meals and increasing the number of items they eat between meals, according to NPD. And they’re more likely to bolster their main meals with side dishes like fresh vegetables, potatoes, fruits, salty snacks and rolls.
While fewer Baby Boomers are eating breakfast, Gen Z is eating more, turning to substantial breakfast foods like eggs and breakfast sandwiches as well as to convenience items like bars and yogurt that they perceive to be healthy.
When it comes to perennial indulgence favorites, members of Gen Z are less likely than other generations to eat ice cream, macaroni and cheese, hot dogs, French fries, cakes and doughnuts, but more likely to eat pizza and burgers.