What You Need to Know About Gen Z

Millennials have been the driving force behind many of the most prolific food and flavor trends of the past decade. As a result, the food industry has been fixated on trying to predict what Millennials will be craving next and what this generation of consumers deems as an appealing product. With the next generation, dubbed Gen Z, beginning to gain more spending power – and thus, influence over the market – it’s time to start paying attention to them, if you aren’t already. Here, we give you the inside scoop on how Gen Z will influence food and flavor trends for years to come.

Product Variety is Key

Gen Z has grown up with the most food product variety in their households, and therefore, they expect brands to be constantly innovating and releasing new products on the regular. In their eyes, the brands that get it right are the brands that tend to release a lot of LTOs. This generation isn’t necessarily looking for a go-to product that they’ll purchase for years to come; they’re looking to try out what’s new. It’s not about finding their new favorite snack; it’s about finding their favorite snack of the moment. They may exhibit some level of brand loyalty, but not very much product loyalty. Gen Z expects brands to surprise and “wow” them with products regularly, and brands that do so will win their respect.

Like Millennials, Gen Z consumers are growing more adventurous as they age. Given that they’ve been exposed to many of the products that have been introduced into the market due to the influence of Millennials, they are already familiar with a wide range of foods, flavors, and trends. Although the flavors they’ll be craving remain yet to be seen, we anticipate that Gen Z will push brands to push the envelope even more when it comes to flavor.

Gen Z consumers are true digital natives, meaning that social media will play a major role in their food-related decisions. Not only will they want food items that are visually appealing and shareworthy for social media, but they’ll also expect more direct interactions with brands on their favorite platforms.

Customization Matters

Gen Z celebrates individuality, so it is no surprise that customization and personalization are so important to them. Bowls have witnessed massive growth in recent years due to their customizability, and Gen Z will expect that level of customizability in various categories in both foodservice and retail. Think mix-your-own dipping sauces at foodservice establishments and flavoring kits for beverages that allow consumers to build their own flavored drinks.

Beyond customization, Gen Z consumers will also seek out technologies and brands that provide them customized, personalized food recommendations. They’ll want products suggestions based on their diet preferences, likes and dislikes, and mood.

Social & Environmental Consciousness

More so than any previous generation, Gen Z is incredibly socially and environmentally conscious. They’ve grown up hearing about global warming and environmental issues, and thus, place a major emphasis on sustainability. In the past couple of years, we’ve begun to see a push for upcycling and waste reduction, that undoubtedly is being driven at least in part by Gen Z. As they gain even more spending power, they will continue this push – and will expect brands to respond in a big way. Gen Z consumers will specifically seek out products that feature ingredients that would otherwise be discarded and brands that find innovative ways to support sustainable practices. The plant-based food trend will become more mainstream than ever, as a result, thanks to Gen Z.

Activism is turning out to be a defining characteristic of this generation. They value social change, equality, and diversity, and they want brands to reflect these values. This generation, in particular, will “put their money where their mouth is” and gravitate towards brands and products that share their values. Brands that give back to the community, promote inclusiveness, and take a stand when it comes to social issues will appeal to Gen Z consumers.

Our experts can help you determine the right flavor or product for your target demographics. Reach out to us today for trend insights and flavor recommendations.

 

 

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