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Familiarity, utilization, and preferences concerning herbs and spices among Generation Z consumers

DOI: https://doi.org/10.24326/as.2026.5669
Submitted: February 18, 2026
Published: 21.05.2026

Abstract

This study aimed to assess the level of knowledge, use, and preferences regarding herbs and spices among young consumers in Poland. The research objective was accomplished by administering a survey to university students in Poland in 2024. The survey employed a questionnaire as its instrument. The data were analysed using basic statistical methods and factor analysis, utilising the principal component method. The Kruskal-Wallis test was employed to examine the relationship between sociodemographic factors and study variables. University students knew a lot about herbs, such as parsley, garlic, mint, dill, basil, oregano, black pepper, vanilla, and cinnamon. Garlic and black pepper were used the most, along with oregano, mint, and basil. These herbs and spices are mainly used in cooking to improve the smell, taste, and appearance of food. They are not often used for beauty or health purposes. However, students believed these herbs could help calm them, improve digestion, and ease cold symptoms. This research helps us understand what people want in the herb and spice markets. In this way, products can better match what younger consumers like and expect. This information can be used in marketing to promote “healthier eating” and to address health issues. This is especially important as Generation Z consumers begin to influence purchasing decisions and shape culinary trends, including those related to herbs.

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