Three FMCG category codes Gen Z is reimagining

|Written By Quantum

Gen Z isn't just consuming culture, they're actively reshaping it. As simultaneous commentators and creators, they're taking established category codes and transforming them into something far more interesting.

While previous generations have certainly pushed back against cultural norms, Gen Z stands uniquely empowered to completely rewrite dominant narratives rather than simply react to them.

Three FMCG categories undergoing radical transformation

1. Beauty: the beautiful rebellion against perfection

We're witnessing a powerful rejection of polished perfection in favour of authentic expression. The meticulously curated "clean girl aesthetic" and traditional beauty standards are increasingly viewed as stale and restrictive by mainstream audiences seeking greater authenticity.

  • 72% of consumers aged 18-22 agree: "I'm tired of seeing the same polished aesthetic on social media" (AMT)
  • The digital rebellion is quantifiable: #MessyGirlEra has amassed 1.2 billion TikTok views, while #HangoverBeauty has reached 780 million views
  • Content featuring imperfect or authentic beauty moments generates 34% higher engagement rates among 18-24 year olds compared to highly polished alternatives (AMT)

Through this shift toward a more inclusive and authentic visual culture, Gen Z is reclaiming the complex, multilayered realities of womanhood, one that embraces beautiful chaos rather than manufactured perfection. Brands can forge genuine connections by acknowledging that life sometimes gets messy.

2. Coffee and the rise & grind mentality

The "rise and grind" mentality that positioned coffee as mere productivity fuel has given way to an "indulge and savour" philosophy that prioritises experience over function. Caffeine content takes a backseat to visual appeal and novelty; the more creative and indulgent, the better.

  • 72% of Gen Z consumers prefer specialty drinks with added flavors, toppings, or customisations, compared to just 45% of millennials (Epinsights)
  • Coffee shops offering dessert-inspired beverages have seen a remarkable 34% growth in Gen Z patronage over the past two years (Forbes)
  • Visually striking coffee content generates 3.8x more engagement from Gen Z users than imagery featuring traditional black coffee (Epinsights)

Consider Blank Street, whose distinctive mint green branding and signature blueberry matcha have become as much fashion accessories as beverages; visual status symbols in a cup that communicate taste and cultural awareness.

3. Snacking: pleasure over restriction

A growing skepticism toward health claims, combined with a more permissive attitude toward treating, has transformed snacking culture. For Gen Z, dissatisfaction - not calories - is the true enemy. Indulgent, hype-worthy treats now function as accessible luxury items and status symbols, allowing consumers to participate in "little treat culture" regardless of broader economic constraints.

  • Despite financial challenges, Gen Z allocates approximately 24% of their discretionary spending to small treats (Mintel)
  • A substantial 71% of Gen Z consumers deliberately budget for indulgences, viewing them as essential rather than optional expenses (Nielsen)

This shift has effectively made indulgence virtuous by recasting it as necessary self-care rather than guilt-inducing excess.

Our Gen Z panel helps brands stay ahead of the curve by pressure-testing ideas in real time. If you're serious about speaking their language, let's make it happen.