Posted in College & University on March 17, 2026
Gen Z is giving college and university away-from-home operators a lot to think about. In fact, they’re reshaping campus dining expectations in a complex and increasingly competitive landscape.
While operator spend in the C&U segment is expected to reach $10.3 billion in 2026, real growth is forecasted to drop by 5% in both 2026 and 2027 under the impact of demographic shifts, evolving learning formats and changing consumption behaviors.1
As a result, understanding what today’s students want to eat and how they want to eat it is critical to feeding the bottom line.
Keep in mind Gen Z’s robust appetite for convenience, flexibility and frequent snacking. Students now consume nearly as many snacks as meals each week, mostly off campus.2 And though they get four snacks a week on average from on-campus dining, five are purchased off premise — a stat that signals unmet needs and opportunity for campus operators.2
At the same time, demand for grab-and-go and ready-made options is accelerating as Gen Z palates shift toward portability, immediacy and on-demand dining experiences.
Sixty-seven percent of Gen Z students living away from home report buying more grab-and-go items year over year.3 Nearly 6 in 10 say they are purchasing more prepared foods overall.3
As the first generation of true digital natives, Gen Z tends to have a relationship with food that reflects a deeply connected, experience-driven mindset.
Savoring Social, Eating Up Experiences
For Gen Z students, eating isn’t just about satisfying hunger. It’s also about comfort, discovery and emotional reward, a dynamic reflected in the rise of “Little Treat Culture,” where small bites serve as moments of joy and self-care throughout the day. Fifty-seven percent buy themselves a small treat at least once a week, according to a Bank of America report.4
Social media plays a powerful role in shaping Gen Z preferences, with visual appeal, trending flavors and shareable formats influencing what they choose to try. Thirty percent of Gen Zers aged 18-27 cite “saw on social media” as a top motivation to purchase — a stat that rises to 40% for 12- to 17-year-olds.3
At the same time, they’re highly value conscious, seeking quality and familiarity from brands they trust, while remaining open to new options that feel relevant and well presented.3
As we explored in our Inspiration Guide “Unwrapping Generational Snacking Trends,” Gen Z’s palate is defined by convenience, curiosity and balance.
Given their fast-paced, on-the-go lifestyles, it should come as no surprise that they find ready-to-eat foods especially appealing, and their exposure to diverse cuisines has expanded their expectations for flavor and variety.
Gen Zers favor fusions of function and flavor and better-for-you options that align with their health awareness. Feed their need for food that is quick, satisfying, visually engaging and emotionally rewarding with the balanced blend of enjoyment and perceived wellness that is redefining modern campus dining.
A Protein Smoothie made with NUTTER BUTTER Cookies, for example, combines wholesome ingredients and taste-tempting flavor and texture for a refreshing better-for-you option.
The Mondelēz Mix: Scrumptious Solutions to Drive Gen Z Sales
Familiarity and trust: Give your menu more Gen Z appeal with recognizable brands that provide comfort, credibility and convenience in a crowded food landscape. OREO and CHIPS AHOY! satisfy hankerings for beloved flavor and offer nostalgic, versatile appeal, while RITZ Bits deliver savory flavors in a portable format. Together, these brands balance familiarity and on-the-go convenience for Gen Z’s evolving palate. Give Gen Zers a quick treat that hits the sweet spot between satisfying flavor and grab-and-go convenience with Stuffed Sugar Cookies made with OREO Cookie Pieces and Coffee Cake Muffins made with CHIPS AHOY! Cookie Pieces.
The best of “better for you”: Meet Gen Z demand for better-for-you options with convenient snacks that balance wellness and variety. Menu belVita Breakfast Biscuits and CLIF Bars to provide sustaining energy for busy, on-the-go students and NABISCO Veggie Toasted Chips for a savory, veggie-forward alternative. A Yogurt & Melon Parfait with belVita Breakfast Biscuits is sure to score high marks with Gen Z students across dayparts. Gen Z is drawn to perceived healthier choices like these that also offer taste and convenience. Forty-four percent of Gen Z consider a healthy lifestyle a major goal.3
Little treat options: SOUR PATCH KIDS delight Gen Z palates with a playful, sweet-and-sour experience that perfectly aligns with their taste for “Little Treat Culture.” They’re ideal for fun, mood-boosting bites between classes or during study breaks. Their bold flavor, vibrant colors and nostalgic appeal make them an ideal grab-and-go option for students seeking a small, satisfying reward. Matcha Mochi Donuts made with SOUR PATCH KIDS Bitz are the perfect little treat to give Gen Z a big burst of flavor. Or give them a variety of bite-size treats to enjoy with a Cupcake Flight made with Golden OREO Cookies.
Deliciousness on Display
Capture Gen Z’s attention in a crowded campus retail environment with merchandising and displays designed to drive purchase decisions.
Eye-catching packaging, clear organization and displays that make products easy to find and understand at a glance can serve up a feast for the eyes of this highly visual generation shaped by digital and social media.
Reinforce impulse purchases with strategic placement near high-traffic areas, checkout zones and dining exits, and use well-stocked displays to signal freshness, quality and relevance.
Gen Z increasingly prioritizes convenience, so effective merchandising that expedites their shopping experience is essential. Consider that 67% of college students aged 18-27 report purchasing grab-and-go items more often than the previous year, while 57% of full-time and 59% of part-time students say they are buying more ready-made foods overall.3
Crafting your recipe for success with Gen Z or any other demographic is easier when you have access to expert insights and ideas. To get your fill of food for thought, be sure to visit our Culinary Center and sign up for our emails.
Sources
- Datassential, 2026 Industry Forecast, September 2025
- Datassential, College and University Keynote Report, May 2024
- Datassential, Gen Z Evolving Habits, November 2024
- Bank of America, Confronted With Higher Living Costs, 72% of Young Adults Take Action to Improve Their Financial Health, Finds BofA Better Money Habits Study, July 30, 2025
