New Delhi: From M&As to labelling to new product development, it's Gen-Z consumers that are now shaping decisions at legacy packaged foods companies, top industry executives said. While categories such as gadgets, fashion and lifestyle choices were dictated by younger consumers, now it's reflecting even in everyday grocery essentials, they said."If we have to double revenue and ensure that the organisation becomes future-ready, we need to have a portfolio aligned with Gen Z and millennials," Marico India managing director Saugata Gupta told ET. The company that sells Saffola edible oil and Parachute haircare products went on an acquisition spree earlier this year when it bought three direct-to-consumer, youth-focused, brands within three weeks for nearly ₹800 crore.India's next food revolution is being shaped by its youngest consumers, a new report by research firm Ipsos along with Plant Based Foods Industry Association said, adding that health consciousness, digital savviness and sustainability are shaping Gen Z consumers' choices. "At the centre of this transformation is Gen Z (in mid-teens to late 20s), driving nearly 35% of the country's consumption spending," the report noted."I see this first-hand at home. My son and his friends instinctively check the back of every pack they pick up, regardless of the brand," Nestle India managing director Manish Tiwary said, about his college-going son."During market visits, I often observe young shoppers standing in the aisle, comparing labels and spending time understanding exactly what is inside a product before making a choice. In an era of unprecedented access to information, they are no longer taking claims at face value-they are reading, questioning, and deciding for themselves," Tiwary said. In March, the Indian company's Swiss parent Nestle signed music icon Dua Lipa as brand ambassador for coffee brand Nespresso, which it said was "to inspire a new generation to open up to new tastes".The pivot comes at a time when companies are navigating volatile supply chains, steep inflation and heightened competition from digital-first and regional brands, across categories."We're doing a lot of research in documenting recipes and developing a strong R&D playlist," MTR breakfast mixes maker Orkla India's managing director Sanjay Sharma said. "I would say the genesis of this activity sits on the fact that India is at the cusp of a generational change. If you look at the new age consumer, a dominant share of consumption is being driven by Gen Z and millennials; they're not as conservative as their parents (the Gen Xs)," Sharma said.Much of escalation of a shortage in Diet Coke cans in April and May was driven by India's young consumers, who flooded social platforms with posts on cola going entirely missing.