What Men Want for Dinner

 

When it comes to answering the eternal question, "What's for dinner?", today's food industry needs to focus more closely on what men actually want. No longer a passive afterthought in meal decision-making, men — especially younger generations — are driving major changes in grocery shopping, food preparation, and dining expectations.

According to Steven Johnson, Grocerant Guru® at Tacoma, WA-based Foodservice Solutions®, male consumers, particularly Millennial and Gen Z dads, are reshaping how brands must approach meals, marketing, and menus. In fact, by 2024, over 82% of Millennial dads and 67% of Gen Z men report sharing or primarily handling grocery shopping and cooking in their households. Compare that to just 45% of dads from previous generations like Boomers.

In 2025, an estimated 58% of all dinner ingredient purchases will be made by men across Gen Z, Millennial, and Gen X households, according to Food Marketing Institute research. Furthermore, 62% of Millennial and Gen Z men are either the primary or co-primary cooks at home. Even among Baby Boomers, where traditional roles were once more defined, 36% of Boomer men now say they prepare dinner for the household at least three nights a week. This shift is creating more opportunity — and responsibility — for brands to appeal directly to male food shoppers and at-home cooks.

Brands and marketers who adapt to men’s evolving food behaviors — considering price sensitivity, flavor innovation, and portion preferences — will win loyalty across all age demographics. Here's what the modern man wants for dinner across generations, backed by fresh industry insights:

 

Gen Z Men (ages 18-27)

Characteristics: Value novelty, sustainability, social media-driven choices, budget-conscious.

·       Flavor Trends: Bold, global fusion (think Korean BBQ tacos, Sichuan hot chicken).

·       Price Sensitivity: Highly sensitive; 74% prefer budget-friendly but "cool" options.

·       Portion Size: Smaller, snack-style portions they can mix and match.

Examples:

1.       "Build-Your-Own" Global Bowls — Affordable at $10–$12; customizable with spicy, sweet, and umami flavors.

2.       Viral TikTok Meals (e.g., Birria Quesadilla) — Priced around $9; visually dynamic and perfectly portioned for content-sharing.

 

Millennials (ages 28-43)

Characteristics: Prioritize quality, clean-label foods, creativity, convenience.

·       Flavor Trends: Authentic world cuisines (Thai, Mediterranean) with health twists.

·       Price Sensitivity: Will pay more for quality; 62% prioritize "better-for-you" ingredients.

·       Portion Size: Moderate, meal-prep-friendly portions.

Examples:

1.       Organic Mediterranean Meal Kits — $14–$18, featuring falafel, grilled veggies, and tahini sauce.

2.       Plant-Based Burgers with Loaded Toppings — $12–$15; offering flexitarian flavor without sacrificing satisfaction.

Note: 71% of Millennial dads read nutrition labels carefully, a much higher rate than Millennial moms (53%).

 

Gen X Men (ages 44-59)

Characteristics: Traditional with a modern twist, favor convenience and premium indulgence.

·       Flavor Trends: Comfort foods upgraded (e.g., whiskey-glazed ribs, gourmet mac & cheese).

·       Price Sensitivity: Willing to pay for high-quality and nostalgic flavors; moderately price-conscious.

·       Portion Size: Larger, hearty portions.

Examples:

1.       Smoked BBQ Family Meals — $25–$40; designed for sharing with generous portions and rich flavors.

2.       Craft Beer-Battered Fish and Chips — $18–$22; big on indulgence and classic comfort.

 

Baby Boomers (ages 60-78)

Characteristics: Seek health-conscious options but still love familiarity; loyal to favorite brands.

·       Flavor Trends: Classic American, Mediterranean, lighter ethnic flavors.

·       Price Sensitivity: Value-driven, seeking good deals without sacrificing quality.

·       Portion Size: Moderately smaller; often prefer “senior” portions for health reasons.

Examples:

1.       Grilled Salmon with Quinoa and Steamed Vegetables — $16–$20; health-forward but hearty enough to satisfy.

2.       Heritage Comfort Meals (Meatloaf, Roasted Chicken) — $12–$18; traditional favorites in slightly smaller, manageable servings.

 

Key Takeaways for Brands and Marketers

·       Men shop the store perimeter. 42% of Millennial dads stick to the fresh edges (produce, meat, dairy) vs. 28% of Millennial moms.

·       Men seek inspiration in-store. 47% of Millennial dads look for meal ideas while shopping — point-of-sale marketing matters.

·       Men embrace digital grocery shopping. Online sales among male grocery shoppers have surged, with 29% of Millennial and Gen Z men now ordering groceries online regularly.

·       Fun matters. Nearly 43% of Millennial dads say cooking is a creative outlet — interactive meal kits, DIY taco bars, and customizable menu items resonate strongly.

 

As men's roles in food decision-making grow, successful brands must create offerings that are bold in flavor, smart in portion size, reasonably priced, and highly customizable. It’s time for marketers to think beyond the old stereotypes and start designing dinner solutions that answer today's real question:

"Hey Dad, what's for dinner?"

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