As an expert in the food industry, I have witnessed a significant shift in the way people view food. It used to be seen as a basic necessity, but now, it has become a luxury item for many. This change in perception can be attributed to various factors, including inflation, the pandemic, and the influence of social media. According to a recent survey, nearly 80 percent of Americans now consider fast food to be a luxury product due to high prices caused by inflation. This has led to a change in behavior among consumers, especially among Generation Z.
During the pandemic, this generation began to idealize their daily lives and give added value to simple pleasures such as going out for a walk, preparing a meal, or drinking coffee to take away. These activities became content for social media, and food trends like Dalgona coffee and banana bread became widespread. Even after emerging from the pandemic and entering a recession, food continues to be a status symbol for some members of Generation Z. It is now seen as a luxury item or a piece of music, according to experts. A survey conducted by Vogue Business revealed that more than half of the American readers of Teen Vogue, Glamour, and Allure aged 16 to 24 have purchased what they consider to be luxury food or drink in the past year. Traditionally, luxury food shopping was associated with high-end stores like Harrods or La Samaritaine restaurants.
However, it has now become more accessible to Generation Z as celebrities and influencers promote products like Erewhon milkshakes or tunacado. This accessibility is also due to rising prices, which have made fast food less affordable for most Americans. According to a new LendingTree survey, 78% of consumers now consider fast food to be a luxury and consume it less often. Food has also become a way for people to demonstrate their abundance and wealth. Influential individuals like Nara Smith continue to take their meals to the next level by using haute couture clothing to prepare their meals in the kitchen.
This trend is not limited to just food; it extends to fashion as well. The founder of the fashion resale market Depop, Simon Beckerman, has identified similarities between the way young people consume food and fashion today. Preparing food at home is the best option for all age groups, but there are significant differences in attitudes towards cooking between older and younger Americans. While older Americans are more supportive of cooking at home, younger generations tend to see it as a luxury or a status symbol. This is not surprising, considering that food prices have been on the rise, making it increasingly difficult for people to afford basic necessities. The concern about the availability and price of food is not limited to the United States; it is a global issue that unites people around the world.
According to Deloitte, consumers are increasingly spending on what they call “little luxuries,” from specialty coffees to gourmet sandwiches. This trend is a reflection of the changing perception of food as a luxury item rather than a basic necessity. Despite the increasing difficulty in buying food, people continue to spend on luxury brands. This is because capitalism has created a culture of competition between brands, where products are marketed based on factors like flavor, sustainability, or speed. However, this competition can have negative consequences, such as the leaching of toxic chemicals into our food and water supplies. The pandemic has also played a significant role in changing people's perception of food.
As everything became more expensive, people had to prioritize their spending and focus on basic necessities. This has led to a decline in luxury brands, as people are more conscious of their spending and are less likely to splurge on expensive food items. In conclusion, food has evolved from being a basic necessity to a luxury item for many. This change in perception can be attributed to various factors, including inflation, the pandemic, and the influence of social media. As an expert in the food industry, I believe that this trend will continue, and it is essential for businesses to adapt and cater to the changing needs and preferences of consumers.
