Young Americans, particularly members of Generation Z, are using expensive snacks as a way to assert their social dominance. With traditional markers of wealth, such as expensive cars and designer clothes, out of reach for many cash-strapped Gen Zers, pricey snacks have become the latest status symbol. Fruity $19 smoothies from upscale supermarket Erewhon and $45 potato chips are among the most-coveted snacks for this generation, as they associate fast food and cheap, highly processed nibbles with low social status.
Members of Gen Z are proudly showing off their expensive and organic snack purchases online, with health foods being the new “in thing.” Instead of consuming snacks in the privacy of their own homes, many are sharing their expensive hauls on platforms like TikTok. This phenomenon has been described as the new lipstick effect, where people spend money on more affordable luxuries during economic downturns. Author Andrea Hernández notes that food is now being viewed as a luxury experience rather than just a basic need, with expensive snacks serving as a form of affordable affluence.
Some members of Gen Z have taken their snack obsessions even further by engaging in “grocery store tourism.” This trend involves visiting local grocery stores while on vacation in search of unique and local snacks that are not available in their home country. By showcasing these exotic snacks online, they become even more coveted status symbols. One TikTok user shopping at a Spanish supermarket expressed their excitement about finding unique items that they can’t get back home, such as the “Ultra Red” Monster Energy drink.
Health-conscious Gen Zers like TikTok star Jade Lily have embraced the trend of expensive snacks as a way to display their interest in wellness and food. Lily, who is 26 years old, believes that food provides joy in every aspect, showcasing her penchant for pricey snacks from Erewhon. The shift towards health foods as status symbols has led to the decline of traditional snacks like a bag of Cheetos or a McDonald’s hamburger, which are now associated with low social status. Expensive and organic snacks are considered more sophisticated and desirable by this generation.
The trend of making expensive snacks a status symbol has gained momentum on social media, with many Gen Zers posting their luxurious snack purchases online. Whether it’s a $500 Erewhon grocery haul or tasting $200 worth of different Erewhon smoothies, snacks have become a way for this generation to signal their social and economic status. Author Andrea Hernández notes that everything is content now, and that every purchase needs to communicate something about the individual. The phenomenon of using food as a means of displaying status has transformed the way young Americans view snacking, turning it into a luxury experience rather than a basic necessity.
With the rise of expensive snacks as status symbols, Gen Z has embraced a new way of expressing social dominance through food. Traditional markers of wealth have been replaced by pricey snacks, showcasing a shift towards health foods and organic options as the preferred choice. By indulging in luxurious snacks like $45 potato chips and $19 smoothies, this generation is redefining the association between food, social status, and personal expression. Grocery store tourism has also emerged as a way for young Americans to explore new snack options and showcase their unique finds from different countries, further solidifying the importance of expensive snacks in asserting social dominance among Gen Z.
