Gen Z and Millennials may not be consistent on whether comfort food or clean eating is the better stress snack, but one thing’s clear—food is emotional. Brands must navigate the contradiction that people want both kale and queso, often in the same week.
Belle Communication partnered with Nation’s Restaurant News to poll 548 Gen Z and Millennial consumers to understand what shapes their eating habits in 2025. The results uncovered a layered and sometimes conflicting picture of how young audiences navigate food choices during financial strain and emotional turbulence.
See original reporting from NRN here.
One thing the data is clear about—dining out is still in high demand and it’s a form of self-care. Whether it’s a nutritious protein bowl or a comforting plate of fries, it has to provide clear value.
Overview of Gen Z and Millennial Food Choice Data Findings:
- Only 4.5% of Gen Z and Millennial consumers said they are not dining out right now.
- 43.4% of Gen Z and Millennial consumers crave comfort food during times of stress and uncertainty.
- 57.1% of Gen Z and Millennial consumers say portion size and value make a restaurant feel “worth it” when finances are tight, while 22% say a unique experience or vibe.
- Current food choices of Gen Z and Millennials are driven by health and dietary goals (29.6%), closely followed by budget (28.5%) and emotions (24%), with little influence from convenience (18%).
Methodology—Polls were conducted in May 2025 via Brilli™, an influencer-led consumer insights tool. Respondents were not made aware that Belle Communication or Nation’s Restaurant News was fielding the study.
Under Pressure, People Crave Comfort
Stress doesn’t just affect mood—it changes menu choices. According to Brilli’s polling, 43.4% of respondents said stress makes them crave comfort food, while another 26.4% admit they treat themselves more.
During stressful times, consumers retreat to what they know. That means nostalgia campaigns and culturally rooted comfort foods still have a strong pull. Marketers know this well, with brands like McDonald’s bringing back old favorites to appeal to diners.
Despite economic uncertainties, consumers want to stretch their dollar while finding ways to celebrate and enjoy life. The Food Institute reports that many consumers are cutting budgets but not going without. They’re turning to private-label brands, bulk purchases and affordable luxuries like snacks and specialty or formulated drinks to maintain a sense of normalcy during challenging times.
This tracks with a known phenomenon that indicates people feel pinched by the economy: a rise in sales for frozen pizza, specifically the fancy kind. Consumers often opt for high-quality frozen pizzas as a cost-effective alternative to dining out, seeking comfort and indulgence without breaking the bank.
PR tip: Brands that lean into comfort and familiarity—whether on their menu or in their marketing—will be successful. Nostalgia campaigns continue to perform well, tapping into the need for comfort in uncertain times.
Value is King—But Experience Still Matters
In tight financial times, it’s not just about what’s on the plate—it’s about what it’s worth. A whopping 57.1% of respondents said portion size or perceived value makes a restaurant “worth the spend.” But there’s a catch: 22% still look for a unique dining experience.
When everyone is competing on price—hello, value wars—more needs to be done to stand out. Food brands and restaurants can lean into pop-ups, collabs and LTOs to elevate perceived value beyond the check.
While many classify value as larger portions for less, some consumers put value on other attributes like health benefits or emotional uplift. Value can include functional wins, like energy or gut health. Or it can be elevated moments that turn a meal into a micro luxury or special memory.
The Food Institute further reports that consumers aren’t giving up on joy. Instead, they’re redefining indulgence with an eye toward value and the emotional return it can give them.
PR tip: Now is the time for restaurants and food brands to uncover what “value” means to their specific target audience. There is a growing need for niche or regional audience understanding rather than reliance on nationwide or generational trends.
Health Reigns, But Emotions Sneak In
When asked what’s currently driving their food choices, nearly 30% of Gen Z and Millennial respondents pointed to health and dietary goals, followed closely by budget (28.5%) and emotions (24%).
People are consciously trying to eat healthy, but emotional undercurrents persist. From comfort cravings to indulgent treats, feelings shape food in subtle but significant ways.
The sweet spot is offerings that satisfy both wellness and want. Brands that can position products at the intersection of nutrition and craving will earn an outsized share of attention.
Surprisingly, just 18% of respondents said convenience drove choice. This somewhat contradicts the broader industry narrative around rising c-store sales and grab-and-go demand. But it doesn’t mean convenience isn’t important or rising—it’s just not what’s leading the decision. Function follows feeling.
PR tip: While these results have menu implications, they also can provide marketing campaign guidance. Consider partnering with influencers who prioritize health and wellness to align your brand with their ethos and drive discoverability. Tout macro nutrients like protein and share menu hacks for healthier orders.
Understanding Gen Z + Millennial Food Choice in 2025
Gen Z and Millennial consumers are still dining out amidst 2025’s economic constraints, but they’re redefining what value means—portion size, experience, functional benefits, etc.
Right now, food choices are driven by a complex mix of health goals, emotional needs and budget pressures. Success hinges on digging deeper, segmenting smarter and testing creatively. Go beyond assumptions and national trends to build strategies and clear messaging that resonate with and communicate value to the audiences you want to reach.
Are you looking to surface fast, culturally relevant insights specific to your targets? Learn more about niche social polling with Brilli.