The rise of Edible Escapism

How Gen Z are using food as a form of escapism and expression - and why it matters for brands

A bite of a croissant can whisk the eater away to the streets of Paris, the sip of a margarita to a beach in Mexico, the smell of a perfectly cooked biriyani to the bustling streets of Mumbai.

As the cost-of-living crisis continues, many people – Gen Z in particular – are turning to food as a form of escapism. Social media is awash with images of the latest elaborate croissant from the bakery du-jour or an aesthetically-pleasing attempt at a viral food trend.

Flights are expensive, hotels are expensive, but, for a fraction of the cost, food can transport someone to another culture, or at the least give them a taste of it. Experiencing other cultures is particularly important for Gen Z, who value authenticity and sustainability, but they don’t always have the money to experience it in person. This has given food and drink a new cultural cachet: the experience of a different country or culture doesn’t mean leaving their home or area they live in.

This is seen in the success of product releases such as Smirnoff’s Spicy Tamarind Vodka. Originally launched in Mexico, Diageo rolled out the brand in the US in 2020 bringing “the best of its local culture to global audiences”. With packaging heavily referencing Mexican culture and Dia De Muertos (Day of the Dead), the vodka found great success in the US, leading to a subsequent roll out in the UK. Similarly, retailers are reporting a rise in demand for hot sauces, with Waitrose reporting a 55% rise at the end of 2023. Specialist retailer Hop Burns & Black, which reported a 94% rise, said hot sauce sales have been boosted by a “desire to explore flavours from around the world”.

It’s also seen across social media, as people search for authentic versions of food from another culture in their local area. Creators on TikTok and Instagram are producing content showcasing “the best authentic Thai food in London”, for example, or instructional videos on “how to create” traditional Chinese/Italian/Mexican dishes at home. A lot of these feature recipes passed down from parents or grandparents, highlighting the authenticity of the dishes and bringing previously unknown ingredients to the attention of an audience outside of that culture.

Food as a reflection of identity

Escapism doesn’t just mean an escape to another country but also an escape from the banality of daily life, integrating a little indulgence into the day when needed. A survey of 16- to 24-year-olds conducted by Vogue Business found that, out of 166, more than half have bought what they consider to be luxury food or drink in the last year.

Food choices have the potential to make a day or evening feel special without the need to spend an astronomical amount. It started when cooking became a form of “pandemic escapism” during Covid lockdowns. Now, as the cost-of-living crisis continues, it means people increasingly spend more on a small treat, such as a luxury pastry, or their grocery basket – with a nicer bottle of wine or higher quality ingredients – but still feeling they are saving money overall.

A report from McKinsey & Company found that 38 per cent of Gen Z intend to splurge on groceries in the next three months. Scroll through TikTok and you’ll find hundreds of videos of themed dinners, such as a French dinner party complete with homemade menus or a “haul video” from Erewhon, Whole Foods or Joe and the Juice. As Vogue Business explained: “online, food is fashion”.

In this way, edible escapism is also a way to show off personality and creativity. Sharing where and what they eat and drink is a way for people to demonstrate who they are. Knowing how to cook – even if it began as pandemic escapism or an economic consideration – has become a key identity marker for Gen Z, as an article in the Atlantic explained. “Whether stuck in their parents’ homes or on their own, these young people embraced cooking as an act of independence and, as one researcher told me, coping… Today, cooking has become a major generational avocation and source of pride,” the article’s author writes. Plus, the process of cooking can improve mood as well as decrease anxiety, one academic told the publication.

Edible escapism offers a unique avenue for engagement, particularly with a generation that values authenticity, sustainability, and meaningful experiences. By tapping into this in a meaningful way, brands can connect with new audiences and create products that not only satisfy the palate but also contain a sense of adventure and cultural appreciation.

The Mix will be delving deeper Edible Escapism and what it means for modern brands in a number of ways over the coming months. Our series of webinars on the topic starts with a talk from food brand and culinary strategy specialist - and MasterChef winner and judge - Steven Wallis on 3rd July 12pm GMT. You can register to attend for free here.

Our second of the series will be a conversation with prolific food writer and journalist Lucas Oakeley on 10th July 12pm GMT.  You can register to attend for free here.

Stay tuned for more or contact sam@themixglobal.com to learn more about Edible Escapism.