Why Gen Z is Choosing Heritage Grains Over Gluten-Free

Gen Z and the Gluten Question

If you came of age in the 2010s, gluten-free was everywhere. Gluten-free pizza, gluten-free pasta, gluten-free cookies—the message was clear: gluten is bad, and avoiding it makes you healthier.

Except for most people, that wasn't true.

Now, Gen Z—the generation that was supposed to be gluten-free forever—is eating wheat again. Not just any wheat, though. Heritage grains. Ancient grains. Real wheat, processed the old way.

What changed:

Gen Z grew up watching millennials obsess over elimination diets, only to burn out and realize that cutting out entire food groups didn't actually make them feel better. They also grew up seeing the environmental cost of trendy alternatives—almond flour requires massive amounts of water, coconut products are often shipped halfway across the world, and most gluten-free products are heavily processed and packaged in plastic.

This generation cares about sustainability. They care about transparency. And they care about not being lied to by wellness brands.

Why heritage grains appeal to Gen Z:

Sustainability: Ancient grains are often more resilient and require fewer pesticides, fertilizers, and water than modern monoculture wheat. They're better for the soil and better for local farming systems.

Transparency: Heritage grains are straightforward. There's no greenwashing, no confusing health claims. It's just grain, milled, baked.

Cultural connection: Many Gen Z consumers are interested in food that has a story—where it comes from, who grows it, what traditions it's connected to. Heritage grains fit that narrative.

Taste: Gen Z isn't interested in sacrificing flavor for health clout. Gluten-free products often taste like cardboard. Heritage grain products taste good.

Rejection of diet culture: This generation is pushing back against the idea that food has to be "clean" or "guilt-free" to be enjoyed. They want food that's real, satisfying, and not wrapped in shame.

The data backs this up:

Studies show that Gen Z shoppers are willing to pay more for sustainable products. They're more likely than any other generation to check ingredient labels and research brands before buying. And they're skeptical of wellness trends that seem more about marketing than actual health.

What this means:

The gluten-free market isn't disappearing—people with celiac disease still need it. But for everyone else, the conversation is shifting. It's not about avoiding gluten. It's about seeking out better gluten.

Heritage grains represent a middle path: they're traditional, they're sustainable, and they're actually good. For Gen Z, that's a much more compelling story than "free from" marketing ever was.