Gen Z’s Return to Real: Why Comfort, Clarity, and Control Are Winning the Day

 

Marketers, listen up: Gen Z isn’t the radical, unpredictable force you thought they were according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. The latest insights from Collage Group’s just-released report reveal a profound shift in how today’s youngest adults are approaching life, food, and brand engagement. Spoiler alert: they’re not seeking disruption. They’re seeking stability, simplicity, and substance.

As the Grocerant Guru®, I’ve long watched the intersection of evolving lifestyles, consumer discontent, and food choice. Gen Z is now pulling the food world—and the rest of the marketplace—back toward familiarity and control. Let’s unpack what this means for grocery stores, restaurants, and C-stores working to stay relevant.

 

Risk-Averse, Routine-Oriented, and Nostalgic? Yes, Really.

According to Collage Group, a full 62% of Gen Z now identifies as risk-averse, up 13 percentage points from last year. Meanwhile, 65% are routine-driven, and 55% report feelings of nostalgia, all showing double-digit year-over-year increases.

Translation? Gen Z is exhausted. From digital chaos and economic instability to climate fear and COVID hangovers, they’ve been hit hard—and it shows. In this context, it’s no wonder they’re turning to the familiar: traditional meals, simple routines, and comforting formats like Ready-2-Eat and Heat-N-Eat bundled meals.

As the Grocerant Guru®, I’ve seen this before: When consumers feel out of control, they retreat to food they trust, brands they recognize, and solutions that save time without sacrificing values.

 

The Myth of Gen Z as a Political Monolith

For years, the dominant narrative pegged Gen Z as hyper-progressive and radically political. But Collage Group’s report challenges that head-on. The numbers tell a different story:

• 28% identify as liberal
• 23% as conservative
• A notable 36% remain unsure

What’s going on? Gen Z grew up amid institutional failure—from the Great Recession and college debt traps to broken healthcare systems and pandemic mismanagement. According to the report, they feel deeply disconnected from both political parties and national identity.

In food terms, this means they’re also skeptical of big brand promises. Authenticity matters more than ideology. If your restaurant or grocery brand is pushing performative values but ignoring transparency or price parity, Gen Z will walk away.

 

Five Lifestyle Trends Every Food Marketer Needs to Know

Collage Group’s findings shine a light on the values fueling Gen Z’s purchasing decisions today. Here’s what I see as their implications for the food and retail sectors:

1. Health & Wellness = Personal Responsibility

With institutional distrust running high, Gen Z sees wellness as a DIY project. 58% say they feel confident managing their health independently. This is your moment to offer functional foods, immunity-boosting snacks, and nutrient-packed grab-and-go bundles that support that independence.

2. Food & Beverage = Control Through Clarity

Nearly half (47%) of Gen Z reads snack labels. They crave simple, natural ingredients and want to know what’s in their food and where it came from. Clean-label prepared meals and transparent sourcing will win over this demographic.

3. Personal Care = Minimalism Over Marketing

Beauty overload has backfired. Gen Z now favors minimal ingredients, simplified routines, and less hype. The same is true in food: simple meals with high-quality, few-ingredient components resonate far more than overly processed “innovation.”

4. Fashion & Style = Intentional Simplicity

Whether it’s “quiet luxury,” cottagecore, or trad-core aesthetics, Gen Z wants order, clarity, and intentionality. That craving extends to their food: portioned meal kits, mix-and-match bento boxes, and customizable grocery solutions offer the control they seek.

5. Spirituality & Domesticity Rising

One of the most unexpected trends? A surge in spiritual exploration and fascination with traditional domestic lifestyles. Think: cooking from scratch, creating rituals around meals, and seeking grounding routines. Brands that lean into food as comfort, culture, and family connection will find a loyal Gen Z base.

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Action Steps from the Grocerant Guru®

To tap into this shift, food retailers and restaurants must go beyond demographics and dig into cultural psychographics. Here’s how:

• Build Radical Transparency into Every Touchpoint
  Let customers know where ingredients come from, how meals are made, and why they’re priced the way they are. Trust starts here.
• Curate Simplicity, Not Oversimplification
  Offer fewer, better choices. A customizable 3-item meal bundle (protein, veggie, side) beats 30 chaotic SKUs every time.
• Empower Gen Z’s Self-Reliance
  Add how-to guides, ingredient insights, or prep tips. Show that you’re their partner in building better habits—not a gatekeeper to wellness.
• Celebrate Realness, Not Perfection
  Ditch the filters. Share behind-the-scenes content, showcase your people, and let the food speak for itself.

 

Final Bite from the Grocerant Guru®

What Collage Group’s latest report shows—and what I’ve seen firsthand—is that Gen Z’s quest isn’t for radical reinvention. It’s for control, calm, and connection. Their lives are chaotic, but their choices are increasingly clear: clean ingredients, real brands, and food that feels like home.

Forget trying to be flashy. Be consistent. Be real. Offer them a meal that’s simple, soulful, and self-directed—and you won’t just sell food. You’ll earn trust.

That’s the recipe for relevance in 2025.

The Grocerant Guru®
Leading Voice in Ready-2-Eat & Heat-N-Eat Food Trends, Bundling, and Consumer-Centric Innovation

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