Gen Z (b.1997-2010) prioritize their health, are the most environmentally-friendly generation the world has ever seen, and have a mistrust of big brands. This is the narrative spread by the media and marketing agencies as well as a vocal minority of digital Gen Z activists.

But a closer inspection of the data shows these are myths and brands which take them too literally will struggle to grow. In this presentation, experienced food and drink thinker, Jonny Forsyth, looks at what Gen Z really prioritizes from food and drink brands, and how this understanding can drive growth for your brands.

Meet the Presenters

Jonny Forsyth

Mintel Food and Drink Director

Having previously been responsible for researching and writing all of Mintel’s UK drinks reports, Jonny now works as a Mintel Food and Drink Director. He brings more than ten years of experience working in the marketing industry, with roles at Starcom Mediavest, AB-Inbev, and Trinity Mirror. He holds an MSc in Business Psychology from the University of Nottingham Business School.

Shelley McMillan

Head of Consulting, South APAC

Shelley joined Mintel in 2017. Previously she has worked at Nestlé, General Mills and Associated British Foods in marketing, managing brand strategy and new product launches across multiple markets. She is also a qualified Food Technologist. At Mintel, she is responsible for the South APC Consulting team delivering customised consulting projects around client’s strategic innovation objectives. Over her career she has worked across multiple markets including Australia, New Zealand and EMEA.

ANZ
Food and Drink

On-demand

Webinar

Related Mintel events

EMEA Food and Drink

On-demand Online

Saveurs en mutation: innover pour captiver en 2026

Inspirez-vous des saveurs de demain Curieux(se) de découvrir les tendances qui vont transformer le marché alimentaire français ? Participez à…

Discover more

EMEA Food and Drink

On-demand Online

Private Label vs Brands: Global Trends, Local Impact (EMEA focus)

Private label is reshaping the rules of grocery retail across Europe – and no one can afford to sit this…

Discover more

Asia Food and Drink

On-demand Online

2023 Global Consumer Trends – South APAC

Join us as we dive into three of Mintel’s five new Global Consumer Trends and get a head start on…

Discover more

Americas Food and Drink Ingredients, Flavours and Fragrances

On-demand Online

[On-Demand] 2026 Global Food & Drink Predictions | US/Canada

Connect today’s behaviors to tomorrow’s opportunities live. Mintel’s 2026 Global Food & Drink Predictions were developed with a view to how empathetic brands can help consumers who feel like they are only surviving, rather than thriving.

Discover more

Americas Beauty and Personal Care

On-demand Online

2026 Global Beauty & Personal Care Predictions | Americas

The beauty industry stands at a pivotal moment. As consumer priorities shift toward wellness, authenticity, and meaningful experiences, four groundbreaking trends are redefining how we approach beauty in 2026.

Discover more

EMEA Food and Drink