Comfort food for Generation Z: a case study in Taiwan

Abstract

AbstractThe Generation Z cohort, born between 1995 and 2010, represents a substantial portion of the global population, experiencing their formative years in an era characterized by pervasive globalization. Comfort foods serve as tangible expressions of both individual and national dietary cultures. This study reveals that the comfort foods of Generation Z also reflect the locality and globalization of dietary habits. Exploring the comfort foods of Generation Z in Taiwan, this research categorizes them into four classifications: main meals, desserts and snacks, beverages, and fruits and vegetables. Among Taiwan’s Generation Z, approximately one-third of their comfort food choices hold specific cultural significance, reflecting the dietary transformations and historical trajectory of Taiwan over the past century. The study also identifies key experiences and recollections associated with Generation Z’s comfort foods, including enhanced mood, ritualistic engagement, and emotional solace; while leisure, hunger, and cravings are contextual factors influencing the consumption of comfort foods.