A seismic shift in airport consumption is underway, driven by the health-conscious habits of Generation Z. New data reveals that younger travellers are decisively turning away from the traditional pre-flight pint in favour of wellness-focused alternatives like matcha green tea and gut health shots.
The Numbers Behind the Wellness Takeoff
Figures released by the Manchester Airport Group (MAG), the UK's largest airport operator, show a dramatic change in what passengers are buying before they fly. Sales of matcha, the finely powdered Japanese green tea celebrated for its antioxidants, skyrocketed by 165% this year across Manchester, Stansted, and East Midlands airports. This equates to an astonishing 61,500 more cups sold compared to 2024, with Stansted alone serving nearly 200 cups every day.
The trend extends far beyond tea. Younger passengers are also fuelling a surge in other healthy options. Sales of super smoothies and gut health shots have increased by a staggering 650% and 102% respectively, significantly outpacing the growth of airport beer sales. Even the in-flight experience is getting a wellness makeover, with a social media-driven 'skincare in the sky' craze leading to a 399% increase in sales of onboard face masks.
Social Media and AI: The New Travel Agents
This generational shift is being powerfully shaped by digital culture. Andrew MacMillan, Chief Strategy Officer at Manchester Airport Group, stated: "This data shows the influence of our younger passengers. Generation Z are creating their airport experiences strongly influenced by AI and social media." He added that these travellers are keen to both follow and set new trends.
The influence of platforms like TikTok is undeniable, where matcha has been touted as the ultimate wellness drink. This digital influence is also seen in travel accessories; over 10,000 Stanley drink bottles, a must-have item on social media, were sold at the three airports this year—a six-fold increase since 2024.
Furthermore, artificial intelligence is becoming a key travel planner. A recent MAG survey found that one in four passengers under the age of 25 has used or plans to use tools like ChatGPT to organise their trips, acting as a virtual travel agent.
Redefining the Holiday Destination
The changing preferences of Gen Z—defined as those born between 1997 and 2012—are reshaping not just airport lounges but also holiday destinations. Travel data indicates a move away from the boozy 18-30 trips to traditional party hotspots. Instead, city breaks to cultural centres like Barcelona, Amsterdam, and New York are more in demand.
Younger Britons are also venturing off the beaten track, partly inspired by social media trends for 'destination dupes' that recommend cheaper, picturesque alternatives. Flights to Albania, Bulgaria, and Romania doubled among under-25s last year, according to Civil Aviation Authority figures. For those with bigger budgets, long-haul trips to trending cities like Buenos Aires and Busan are on the rise.
While experts note that pre-flight pint sales continue to grow with passenger numbers, the data presents a clear picture: the departure lounge experience is being transformed by a generation prioritising health, wellness, and digitally-informed choices over old traditions.
