The journey begins online, but it has to be backed up by great taste.
Social media has become a platform for discovery. TikTok, Pinterest, and YouTube Shorts are accelerating exposure to global flavors, combinations, and trends that would previously have taken longer to reach the mass market. Street food, cultural reinterpretations, and bolder blends are now circulating first on screen and then on store shelves.
But going viral doesn’t guarantee long-term success. What catches people’s attention on social media may encourage them to try a product, but whether they stick with it depends on the consumer’s sensory experience.
This is even more evident in categories such as meat and snacks, where comparisons are made quickly and the decision to repurchase is based entirely on taste, aroma, and texture.
Gen Z is diverse within itself.
Gen Z is not a monolithic group. Within it, there are different consumer profiles, with decision-making criteria that do not always follow the same logic. Some seek out snacks perceived as lighter and more in line with wellness, while others are drawn to the category out of curiosity, for their intensity, or because they’re trendy.
For brands, this calls for more flexible portfolios capable of addressing diverse preferences without losing clarity. This is evident in companies like PepsiCo, which organizes product lines tailored to different consumer perspectives, featuring brands associated with more balanced choices, such as Off The Eaten Path and PopCorners, to extensions more closely tied to intensity and cultural repertoire, such as the expansion of Pimenta Mexicana in Ruffles and Cheetos Crunchy in Brazil.
The flavors driving this trend
The quest for flavor here is more complex than simply “strong” or “spicy.” Flavor profiles such as hot honey, gochujang, and harissa show that Gen Z responds better to combinations that balance sweetness, acidity, smokiness, and fermentation in a more sophisticated way, always with a clear cultural reference.
Flavors that seem to come from a real place are also on the rise. That’s why Latin American, Asian, and Mediterranean cuisines continue to gain ground, alongside street food trends and culinary fusions that offer something this generation values highly: context, origin, and identity.
What does this mean for meat?
In the meat market, the opportunity lies not in creating seasonal products, but in updating the flavor profiles of established product lines. Flavors such as barbecue, sweet chili, chipotle, Mexican chili, mustard, bacon, and Asian-inspired options are gaining traction because they align the product with current consumer trends without losing their familiar appeal.
But when it comes to meat products, this translation needs to be executed flawlessly. It’s not enough to simply incorporate a trendy flavor into the product name. You need to create a clean aroma, balanced intensity, and a texture that aligns with the concept. A signature sweet chili-coated cutlet, a chicken strip with an Asian twist, or a hamburger with a smoky barbecue flavor profile all require consistent execution from start to finish.
What does this mean for snacks?
In the snack category, this trend is gaining momentum even faster, because the category picks up on trends almost immediately. Chips, extruded snacks, flavored popcorn, nuts, and crackers have become platforms for experimenting with flavors that have a stronger identity and a broader cultural repertoire.
Among the flavors that are gaining popularity are Mexican chili, sweet chili, smoked, barbecue, lemon pepper, garlic and onion, Parmesan cheese, cheddar with bacon, chimichurri, and other variations inspired by Latin American and Asian cuisines.
However, in this category, any flaw becomes apparent very quickly. Too much coating, a loss of crispness, an unbalanced aroma, or flavors that become tiresome before the package is finished all compromise the experience and shorten the product’s shelf life.
How New Max is keeping pace with this innovation
The discussion is no longer about chasing the next trend, but about understanding which trends actually have the potential to become products. For Gen Z, having a strong social media presence helps, but it’s not enough on its own.
What makes the difference is when a flavor hits the market with a clear identity, consistent execution, and the ability to remain relevant even after the novelty wears off.
At New Max, we closely monitor the changes that influence consumer behavior and help redefine what’s gaining traction in the meat and snack markets. We know that trends alone cannot sustain a product; it is essential to translate market trends into viable applications, with flavor, aroma, and texture aligned with the industry’s vision and pace.
That is why we work closely with our clients, providing technical support, analyzing market trends, and closely monitoring R&D teams. With a research and technical sales team that stays connected to the market, we help translate consumer trends into more consistent product launches that successfully combine sensory appeal, industrial performance, and alignment with what consumers are truly looking for.
