Gen Z Food Trends, Minus the Lecture

We know. A brand writing about Gen Z food trends is a bit cringe.

So here’s the deal. No lecture and no list of rules. After all, you already check what’s in your food, probably faster than we can type.

We’ll just tell you what we make and how we make it. The rest is up to you.

Gen Z Food Trends: What the Numbers Say

You didn’t need a survey to tell you this. Still, here’s one.

Research firm Circana shared these figures at the European Foodservice Summit in 2026. Among Gen Z across Europe:

• almost a quarter (24%) focus on protein
• one in five (20%) choose organic or natural food
• 12% try intermittent fasting, compared with 7% of people overall
• 13% avoid coffee altogether

None of that is news to you, we’d guess. Even so, what stands out to us is the pattern behind it. Food choices are getting more deliberate. For example, what goes in, where it comes from and when you eat all matter more than they used to.

Gen Alpha Already Have a Say

If you’ve got younger siblings, or kids of your own, you’ll know this already. Gen Alpha, born from 2010 onwards, don’t pay the bill. They still decide a surprising amount of it.

According to Circana, their spending leans towards ready-to-eat food from shops rather than restaurants. They also go for brands they recognise. Because they grew up online, they expect things to be clear, fast and easy to spot.

So a label with one ingredient on it is about as clear as it gets.

Nothing Added. Nothing Removed.

That’s the whole idea behind Natura Harmony. Each oil comes from a single ingredient: one seed, one nut or one fruit. In other words, nothing else goes in the bottle.

We don’t add flavourings or refine anything, and nothing gets taken out. As a result, what you taste is the plant itself.

Think of a plant soaking up rain, soil and sunshine over a whole season. Then think of all that pressed into one small bottle. That’s what we mean by Be One With Nature.

Do You Even Need Plant Oil?

Honestly? Not strictly. Fat turns up in all sorts of food, from cheese and butter to nuts, meat and fish. Overall, a varied diet covers plenty of ground on its own.

So we won’t pretend you can’t live without our oils. You can. The real question is where you’d like your fat to come from, and what it brings to the plate.

Plant or Animal: What’s the Difference?

Butter, cheese and meat get their fat from animals. Some foods, like sausages or salami, also come with salt, seasonings and preservatives mixed in.

In contrast, our oils start somewhere else entirely: with a plant. There are no animal ingredients at any stage. Part of our range is already certified vegan by The Vegan Society, where you’ll find us listed under N, as Natura Harmony. We’re working through certification for the rest. We’d rather say that straight than claim more than we can show.

To be clear, nobody’s asking you to give up cheese on toast. Instead, it’s simply a different starting point.

They also behave differently in the kitchen. Solid fats like butter suit roasting and pastry. Liquid plant oils, on the other hand, shine in dressings, dips and a last-minute drizzle.

Balance Beats Any Single Food

One more honest point. No single food does everything, however natural it is.

Too much of anything, whether that’s fat, carbs, protein or even vitamins, won’t do you any favours. And chasing the perfect diet can turn into a source of stress in its own right.

That’s partly why we use our oils a little at a time. A spoonful here, a drizzle there. It’s enough to taste the plant, and for most of us, that’s close enough to nature.

If you’re managing a health condition, speak to your doctor or dietitian before changing what you eat. The same goes if you’re following an eating plan with professional support. They know your situation far better than any blog post can.

Craft Oil, Made the Slow Way

Most kitchens have a big bottle of cooking oil by the hob. Nothing wrong with that. Its job is frying, and it does it well.

Our oils do a different job, so they belong on the plate, not in the pan.

Here’s what goes into each bottle:

• Cold-pressed. We press the seeds slowly, under careful temperature control, so nothing gets cooked along the way.
• Small batches. We press to order, not in huge factory runs.
• Settled and filtered. The oil rests, then runs through paper filters, a bit like good wine.
• Checked before bottling. We look over every batch before it goes anywhere near a bottle.
• Traced, start to finish. We keep a close eye on the whole supply chain, from the seed to the finished bottle.
• Sun first. Solar energy powers our production whenever the sun gives us enough. When it doesn’t, we switch to the grid. Renewable always comes first.

Every oil is GMO-free, and we make them under ISO 22000 food safety standards. In fact, judges seem to like them, too. Our Black Cumin Seed Oil won 2 stars at the Great Taste Awards 2026, and Pumpkin Seed and Sea Buckthorn each earned a star in 2025.

If you want the longer version, here’s how it all started, and why unrefined oil tastes different.

Curious? Have a look at all 21 oils →

Where Craft Oil Fits Into Gen Z Food Trends

Let’s be straight about one thing. Oil doesn’t add protein. However, it can make the protein on your plate taste a whole lot better.

So it fits Gen Z food trends in a pretty simple way: one ingredient, added to food you already eat. Here’s what we’ve been doing with ours. Steal whatever you like.

• Eggs. Pumpkin Seed Oil over scrambled or poached eggs gives a deep, nutty finish.
• Chicken, fish or tofu. A few drops of Hemp Seed Oil once it’s on the plate.
• Lentils and beans. Black Cumin Seed Oil brings a bold, peppery kick.
• Grain bowls. Chia Seed Oil has a clean, mild taste that goes with almost anything.
• Yoghurt and granola. Sea Buckthorn Oil adds a sharp, citrusy lift. It’s the star of our cottage cheese granola.

On Its Own, or in Anything

Plenty of people taste our oils on their own first, with a small dish and some warm, crusty bread. It’s the easiest way to get to know each one.

After that, they tend to end up in everything: soups, salads, pasta, roast veg, avocado toast.

And if you like a bit of a dare, there’s this. In Styria, in southern Austria, pumpkin seed oil over vanilla ice cream is a local favourite. It sounds odd, yet plenty of people swear by it. Your call.

Why We Don’t Cook With It

It’s your oil, obviously. We just don’t heat ours, because heat flattens the flavour of cold-pressed oil. That’s why we add it at the very end, once the food is off the hob.

Coconut Oil is the exception. It handles heat well, so it’s happy in curries, pancakes and bakes.

Which Oil Matches Your Mood?

Not sure where to start? Here’s our own cheat sheet:

• Feeling bold? Black Cumin Seed Oil. Peppery and punchy.
• Need a bit of comfort? Hazelnut Oil. Warm, sweet and fragrant.
• Want a bright start? Sea Buckthorn Oil. Tangy and vivid orange.
• Keeping it chill? Camelina Oil. Mild, with a quiet warmth.
• Craving something earthy? Pumpkin Seed Oil. Deep, nutty and dark green.

Frequently Asked Questions

Gen Z Food Trends and Plant Oil

What are the biggest Gen Z food trends right now?

Protein, natural food and honest labels top the list. Circana research shared at the European Foodservice Summit found that 24% of Gen Z focus on protein and 20% choose organic or natural food. Around 12% also try intermittent fasting.

Is plant oil better than animal fat?

They’re different, rather than better or worse. Plant oils come from seeds, nuts or fruit, and ours contain no animal ingredients at all. Animal fats come from meat and dairy. In the kitchen, oils suit dressings and drizzles, while solid fats suit roasting and baking. Above all, balance matters more than any single choice.

What does cold-pressed oil mean?

We press the seeds without adding heat. The oil comes out slowly, at a controlled temperature, so it keeps its natural flavour, colour and aroma. We don’t refine it afterwards.

Cooking With and Buying Our Oils

Can I cook with cold-pressed oil?

Most of our oils taste best unheated, added once the food is off the hob. Coconut Oil is the exception, as it handles heat well.

Can I eat cold-pressed oil on its own?

Yes. For example, many people start with a little in a dish and some warm bread. It’s the easiest way to taste each oil’s character.

Are Natura Harmony oils organic and vegan?

They aren’t certified organic. Instead, we keep a close eye on the whole supply chain, from the seed to the finished bottle. All our oils are plant-only and suitable for vegans. Part of the range is already certified by The Vegan Society, and we’re working on the rest. Every oil is GMO-free and single-ingredient, and we make them under ISO 22000 food safety standards.

Is your production solar-powered?

Solar energy powers our production whenever there’s enough sun. When there isn’t, we use the grid. Renewable energy always comes first.

Where can I buy Natura Harmony oils?

From our online shop, on Amazon UK, or at our growing network of UK stockists.

Gen Z Food Trends: The Short Version

• Gen Z food trends lean towards real food, short ingredient lists and honest labels
• Gen Alpha already have a say in what the family eats
• Our oils are single-ingredient: nothing added, nothing removed
• You don’t strictly need plant oil, but ours brings real flavour and no animal ingredients
• We press in small batches and follow the supply chain from seed to bottle
• They’re made for the plate, and they taste best unheated

Your Kitchen, Your Rules

We’re not here to tell you how to cook. Your everyday oil can stay right where it is, next to the hob.

If you’re curious, one bottle is enough to find out whether craft oil is your thing. And if it is, there are 20 more waiting.

— Helen Thornwyn, Natura Harmony’s food writer

Shop all 21 oils →