Quick answer: Gen Z, generally people born from the late 1990s to the early 2010s, is shaping food trends through social media, interest in plant-based eating, curiosity about global flavours and a strong demand for transparency. They often discover products online and value authenticity. For brands using coconut sugar, this means telling honest origin stories, creating visual content and focusing on flavour and values rather than health claims.
Key takeaways – Gen Z discovers food through social media and video. – Transparency and authenticity are highly valued. – Plant-based, global and adventurous flavours are popular. – Value for money matters alongside values.
What do Gen Z consumers look for?
| Preference | What it means for brands |
|---|---|
| Transparency | Clear ingredient lists and origin information |
| Authenticity | Real stories, real people, no exaggeration |
| Plant-based options | Vegan-friendly products |
| Global flavours | Interest in Asian, Latin American and other cuisines |
| Visual appeal | Products that look good on camera |
| Value | Affordable products, especially in tight budgets |
| Social values | Interest in fairness and environmental impact |
How does social media shape choices?
Short videos, recipes and reviews influence what Gen Z tries. Trends can spread quickly, from new coffee drinks to snacks. Brands that create engaging, honest content can reach this audience directly.
Where does coconut sugar fit?
- Coffee and tea drinks: caramel notes in iced lattes and cold brews
- Plant-based snacks: bars and bites with simple ingredients
- Global flavours: a link to Southeast Asian food culture
- Home baking: easy swaps in recipe videos
- Origin stories: content about how sap becomes sugar
What messages work?
- Focus on taste and how to use the product.
- Share real origin facts, such as Central Java, Indonesia.
- Show the process with real photos when permitted.
- Avoid vague health claims; Gen Z is often sceptical of marketing hype.
What should brands avoid?
- Overstated “healthy” or “guilt-free” claims
- Stock images presented as real supply chains
- Greenwashing without evidence
- Ignoring questions or criticism online
Where does IMC fit?
PT Integral Mulia Cipta (IMC Group) produces organic coconut sugar in Central Java, Indonesia. Brands targeting younger consumers can contact our team to discuss product and origin information.
Frequently asked questions
Who is Gen Z? People born roughly from the late 1990s to the early 2010s.
How does Gen Z find new foods? Often through social media, especially short videos.
Do Gen Z consumers care about origin? Many value transparency and authentic stories.
How can coconut sugar brands reach Gen Z? With honest, visual content focused on flavour and origin.
IMC Group (PT Integral Mulia Cipta) supplies fine-granule organic coconut sugar from Central Java to food companies worldwide. Talk to our team: info@organic-coconut-sugar.com or WhatsApp +62 811 880 62273.
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