CPG Brands TAKE NOTE: Gen-Z Consumers Are Reading Labels LIke NEVER BEFORE
We just got done analyzing research for a new CPG-partner-client. Having worked in functional products for nearly my whole career, we thought the results would be like what I’ve seen over the years. For two decades, most shoppers looked at calories. They always claimed to care about sugar and of course, for a group of dieters, they cared about carbs.
Products, coming from the behemoth CPGs answered the call. They made “zero” products and “less bad” products. They focused on “low carb”, and they added all sorts of sweeteners, some natural and some artificial to mollify concerned consumers. They added gums and sugar alcohols and flavors and whatever else they could find to make all this mishmash taste good (or good enough.) And for years, this is what was advertised, on display and claiming dominance on supermarket shelves.
Quietly, however, consumer interest is changing. What was striking in the consumer work we conducted was how sophisticated younger consumers have become. They’re not just looking at protein; they’re counting their macros. They’re tracking fiber intake (yes, the same thing your grandma was looking for in her Raisin Bran). They’re not just looking at sugar. They know the difference between naturally occurring sugar and added sugar. They reject ingredient lists they can’t pronounce, and they are vocal about seed oils, even if I’m not sure they understand what that means. Consumers are beginning to treat ingredient labels as decision-making tools rather than fine print. And Gen-Z is playing a leadership role.
Some well-respected research bodies including Mintel and IFIC have published validating conclusions: • Gen Z is more likely than Boomers to check ingredient labels before purchase. • Gen Z is more likely to follow specific eating frameworks (high protein, low sugar, clean label, macro tracking). • Gen Z is significantly more likely to associate food choices with overall wellness, fitness, and longevity.
Younger consumers are not just eating healthier—they are actively managing their nutrition.
1. Protein Started the MovementProtein has become the gateway nutrient. Consumers no longer associate protein solely with athletes and bodybuilders. Today it's linked to energy, satiety, weight management, healthy aging, and overall wellness. Recent industry research shows that more than 60% of consumers have increased their protein intake. Protein remains the nutrient Americans are most actively trying to consume more of and for brands, adding protein is no longer a niche strategy. It's becoming table stakes.
Protein taught younger consumers to look at the nutrition panel.
2. Fiber Is Emerging as the Next Big NutrientWhat surprised me in recent consumer work is how often fiber is appearing alongside protein. IFIC research found that support for gut health is among the primary drivers of fiber consumption today. Beyond gut health, consumers increasingly connect fiber with feeling full longer, blood sugar management and overall health. Five years ago, few consumers discussed fiber outside of cereal. Today, it shows up in conversations about snacks, beverages, bars, and even indulgent products. Fiber is moving from functional benefit to purchase driver. 3. Consumers Are Becoming Ingredient DetectivesThe biggest shift may not be what consumers are adding. It's what they're avoiding. Consumers increasingly scan labels looking for:• Artificial ingredients • Long ingredient statements • Added sugars • Artificial sweeteners • Preservatives • Seed oils Research suggests consumers associate health not only with nutritional benefits but also with minimal processing and fewer artificial additives. In one of our studies, we saw that 36% of Gen-Z and Millennial consumers said they care a lot about “Ingredients I recognize” while another 40% said they care somewhat about it. That 76% is only second to protein for ingredients that trigger consumer decisions. That was higher than sugar, calories, sodium and even “natural.” In qualitative research, I heard versions of the same statement: "If I can't understand what's in it, I probably shouldn't eat it." Whether that belief is always scientifically accurate is almost beside the point. Real Ingredients are driving behavior. 4. Gen Z Isn't Following Trends. They're Building Personal Food Operating Systems. Many younger consumers aren't simply dieting. They're creating personalized frameworks for eating:• Counting macros • Tracking protein goals • Monitoring sugar intake • Prioritizing fiber • Following ingredient philosophies • Building meal plans around fitness and wellness goals Food choices increasingly resemble personal data management. Consumers aren't asking: "Is this healthy?" They're asking: "Does this fit my definition of healthy?" That's a profound shift. It also matters that Gen Z, along with Millennials and even progressive Gen-Xer’s are likely to discover nutrition information through TikTok, Instagram, and influencers. No longer are they buying the marketing “winks” from big CPG. Consumers Are Building Their Own Nutrition Intelligence. What This Means for BrandsFor emerging food and beverage brands, the implications are clear:1. Nutritional benefits need to be obvious. 2. Ingredient lists need to be understandable. 3. Claims must be authentic and defendable. 4. Consumers increasingly reward transparency. 5. Simplicity is becoming a competitive advantage. The winners won't simply offer healthier products. They'll help consumers feel confident in the choices they're making. Protein and Fiber aren’t the whole story. The real trend is that consumers are paying more attention to what they consume. For perhaps the first time in decades, shoppers are actively evaluating what goes into their bodies rather than simply trusting what appears on the front of the package. And once consumers start reading the label, they rarely stop. The big food and beverage makers are still trying to make things cheaper, no matter the nutritional cost. This is where entrepreneurs and forward-thinking founders can differentiate. This is how they win. Welcome to the new battlefield! Let us know if Second Seat Partners can arm you for success!
2. Fiber Is Emerging as the Next Big NutrientWhat surprised me in recent consumer work is how often fiber is appearing alongside protein. IFIC research found that support for gut health is among the primary drivers of fiber consumption today. Beyond gut health, consumers increasingly connect fiber with feeling full longer, blood sugar management and overall health. Five years ago, few consumers discussed fiber outside of cereal. Today, it shows up in conversations about snacks, beverages, bars, and even indulgent products. Fiber is moving from functional benefit to purchase driver. 3. Consumers Are Becoming Ingredient DetectivesThe biggest shift may not be what consumers are adding. It's what they're avoiding. Consumers increasingly scan labels looking for:• Artificial ingredients • Long ingredient statements • Added sugars • Artificial sweeteners • Preservatives • Seed oils Research suggests consumers associate health not only with nutritional benefits but also with minimal processing and fewer artificial additives. In one of our studies, we saw that 36% of Gen-Z and Millennial consumers said they care a lot about “Ingredients I recognize” while another 40% said they care somewhat about it. That 76% is only second to protein for ingredients that trigger consumer decisions. That was higher than sugar, calories, sodium and even “natural.” In qualitative research, I heard versions of the same statement: "If I can't understand what's in it, I probably shouldn't eat it." Whether that belief is always scientifically accurate is almost beside the point. Real Ingredients are driving behavior. 4. Gen Z Isn't Following Trends. They're Building Personal Food Operating Systems. Many younger consumers aren't simply dieting. They're creating personalized frameworks for eating:• Counting macros • Tracking protein goals • Monitoring sugar intake • Prioritizing fiber • Following ingredient philosophies • Building meal plans around fitness and wellness goals Food choices increasingly resemble personal data management. Consumers aren't asking: "Is this healthy?" They're asking: "Does this fit my definition of healthy?" That's a profound shift. It also matters that Gen Z, along with Millennials and even progressive Gen-Xer’s are likely to discover nutrition information through TikTok, Instagram, and influencers. No longer are they buying the marketing “winks” from big CPG. Consumers Are Building Their Own Nutrition Intelligence. What This Means for BrandsFor emerging food and beverage brands, the implications are clear:1. Nutritional benefits need to be obvious. 2. Ingredient lists need to be understandable. 3. Claims must be authentic and defendable. 4. Consumers increasingly reward transparency. 5. Simplicity is becoming a competitive advantage. The winners won't simply offer healthier products. They'll help consumers feel confident in the choices they're making. Protein and Fiber aren’t the whole story. The real trend is that consumers are paying more attention to what they consume. For perhaps the first time in decades, shoppers are actively evaluating what goes into their bodies rather than simply trusting what appears on the front of the package. And once consumers start reading the label, they rarely stop. The big food and beverage makers are still trying to make things cheaper, no matter the nutritional cost. This is where entrepreneurs and forward-thinking founders can differentiate. This is how they win. Welcome to the new battlefield! Let us know if Second Seat Partners can arm you for success!