Millennials and Gen Zers have proven their love of distinct tastes and flavor profiles. These generations of consumers grew up with more product variety at home than previous generations and have higher expectations for brands in terms of innovation. Millennial and Gen Z consumers are – and will continue to be – the primary drivers behind some of the most prolific trends we’re seeing in the food industry now and foresee in the future.
Millennials have long been pushing brands to innovate in new and different ways, and now that Gen Z consumers have begun making their own purchasing decisions, they’ve started to voice their own unique preferences and exert influence over food and flavor trends. Understanding what these generations of consumers want in food products is key for introducing innovative, buzzworthy products. This blog dives into the emerging trends and evolving preferences for both Gen Z and millennial consumers, while focusing on what brands need to do in order to stand out among their competitors.
Millennial Preferences (born between 1981-1996)
As established consumers in the market, millennials have long proven their love for diverse and adventurous foods and flavors. They grew up with more exposure to global cuisines than prior generations, and their palates reflect that exposure. They are particularly fond of bold, exotic spices and flavors that bring a taste of the world to their own kitchens. This generation was responsible for the sriracha craze and, until recently, were the early adopters of global-inspired foods and flavors. Sophisticated and complex flavor profiles also appeal to this generation. Flavors like smoky chipotle and spicy za’atar are ideal for this generation and reflect the types of foods they seek out on daily basis.
Millennials have also been known for making health-conscious decisions, appreciating how they can use food to strike a balance between wellness and indulgence, and making functional ingredients, like turmeric and ginger, quite popular. They tend to seek out foods that not only taste delicious but are known to benefit their overall wellbeing. Plant-based meals, and better-for-you ingredients resonate strongly with Millennials and are predicted to be strong trends within this generation for years to come.
Gen Z Preferences (born between 1997-2012)
Like millennials, Gen Z consumers hold a particular fondness for global cuisine. This generation values diversity and harnesses a deep
appreciation for cultures that are different than their own. They also grew up with immense flavor variety , making them open-minded about trying unfamiliar flavors. At the top of their preferred global cuisines are Asian and Latin American. This generation has a hunger for new experiences and experimenting with foods and flavors, so brands can’t go wrong with exotic global flavors.
With incredibly busy schedules, Gen Z consumers tend to lean towards quick and flavorful meals that fit their fast-paced lifestyles. As one of the most tech savvy generations, Gen Z is highly influenced by social media. They love trying new things and getting in on social media trends, making them adventurous eaters compared to many generations before them. They are also obsessed with bold and vibrant flavor profiles, including those that deliver heat and those that offer unique sensory experiences. Think flavors like tangy tamarind, umami rich miso, or fiery ghost pepper. Innovating with unusual and unexpected ingredients is the perfect solution for meeting Gen Z’s bold flavor preferences.
More Than Just Flavor
Flavor is the primary driver behind consumers’ purchasing decisions in restaurants and grocery stores. Beyond flavor, however, both Millennials and Gen Z have other factors that they take into consideration when making purchasing decisions. These generations are passionate about sustainability and the story behind their ingredients. They value transparency and are more likely to support brands that have high ethical standards that align with their own values.
It’s important for brands to consider what flavors these generations are seeking out, as well as what message they are sending to consumers about their products. With these consumers having so much influence over the industry, brands need to go beyond flavor to cater to the needs and wants of these consumers in every aspect.
Ready to innovate with millennial and Gen Z consumers in mind? Let us create something they’ll love. Contact us today to get started!