Gen X and Food: The Quiet Powerhouse Your Brand Can’t Ignore

Gen X’s Food Preferences Signal Big Opportunities for Brands

As Gen X settles into its role as the nation’s core caretakers—juggling kids, aging parents, and careers—they’re seeking comfort, meaning, and efficiency in every aspect of their lives, especially food. This generation, now over 60 million strong, is not looking for the next trend—they’re looking for tools to help them thrive. And they’re doing much of that thriving at home.

77% of Gen X prefer to eat at home, and 69% say they genuinely enjoy cooking. These aren’t just habits—they’re strong signals to brands that want to remain relevant. Gen X’s mealtime behaviors aren’t driven by novelty or indulgence, but by connection, practicality, and control.

This generation doesn’t view food as just sustenance—it’s an expression of care. Whether they’re managing dietary needs across three generations or creating moments of nostalgia with favorite meals, Gen X uses food to ground their families and reinforce values. For marketers, this creates a powerful opportunity to reach Gen X not just through their taste buds, but through their hearts and routines.

At Collage Group, we unpacked how food and dining intersect with Gen X’s identity, offering brand strategists and marketers a deep look at what drives their choices. The findings challenge common assumptions and spotlight ways brands can evolve their strategies—from smart SKUs that simplify home cooking, to meal occasions that tap into emotional value like “Dinner in a Dash” or a throwback “Sunday Pot Roast.”

Want to futureproof your brand with Gen X?

This is just a glimpse of what we uncovered in our latest Cultural Activation Playbook on Generational Passion Points. Discover how Gen X’s pragmatic, value-driven approach to food can translate into enduring brand loyalty.

Download the excerpt to learn how your brand can connect with Gen X where it matters most—at home.