Health Awareness and Lifestyle Trends: A Systematic Review of Gluten-Free Consumption among Generation Z

Gluten-free consumption has expanded beyond medical necessity to become a lifestyle choice, particularly among

Generation Z. This systematic review explores the role of health awareness, lifestyle trends, social media influence, and

demographic factors in shaping Generation Z’s purchase intentions for gluten-free products. By analyzing 50 research papers,

this study identifies key drivers behind this growing trend and examines how perceptions of gluten-free diets are influenced by

broader societal and digital trends. The review highlights how increasing health consciousness and evolving dietary preferences

contribute to the rising demand for gluten-free products. It also examines how social media platforms and influencer marketing

play a significant role in shaping Generation Z’s attitudes toward gluten-free diets. Additionally, the study considers

demographic factors such as gender, geographic location, and income level, which influence purchasing behaviour.

This research provides valuable insights for marketers, policymakers, and health professionals looking to understand and

engage with this evolving consumer segment. Future research should explore long-term behavioural patterns and cultural

variations in gluten-free consumption.