Gen-Z consumers in Canada are pushing for healthier food choices, which will have greater implications for grocers in the years to come.

That’s one of the findings of PwC Canada’s Voice of the Consumer Report 2025, which analyzed survey results from more than 21,000 consumers across 28 countries, including 1,020 Canadian consumers.  It found 20% of gen-Z Canadians follow vegetarian or vegan diets compared to 12% of the overall population, 22% of generation Z eat more alternative meats compared with 13% of Canadians overall, and nearly 48% of gen-Z Canadians are cutting back on alcohol versus 43% of the overall population.

As generation Z “become the heads of families, they’re going to become one of the most important segments of clients the grocery chains and the food industry will deal with,” explains Sebastien Doyon, partner and Canadian strategic operations leader at PwC Canada.