Gen Z consumers are gaining more purchasing power, which means their influence on the market is continuing to grow. For years, Millennials were the primary drivers behind many of the most prolific food and flavor trends, but now Gen Z is beginning to make its own mark on the industry. These consumers grew up with the trends that Millennials were pushing, but are already showing signs that their preferences differ from those of the generation before them.
Innovation in the snack category, like most categories, has been centered on Millennials’ cravings. Gen Zers love snacks just as much as previous generations, but what they’re looking for in snack products is somewhat different. Knowing how to appeal to the Gen Z consumer will be crucial in years to come as this generation gains even more influence on the market. Here’s a closer look at some ways to center snack product innovation on the Gen Z consumer.
Limited Time Offers, All the Time
Thanks to Millennials, Gen Z grew up with the most product variety when it comes to snack foods. They’ve come to expect brands to constantly innovate to introduce new products and flavors on the regular. Not only that, but they grow bored with products faster than previous generations, meaning that they’re constantly looking out for what’s next. LTOs, therefore, are ideal for appealing to Gen Zers. This makes having a pipeline of innovative flavors essential. Instead of looking to add permanent flavors to your product lineup, focus on creating a revolving door of exciting, trendy LTOs.
When it comes to LTOs, cobranded and celebrity-endorsed products have been big hits with this generation thus far. Look to other food brands from unexpected categories or get inspired by the latest pop culture influencers for memorable collaborations.
Global Flavors in Focus
Although the global food and flavor trend was initially driven by Millennials, Gen Z has taken over the reins, showing the highest interest in international flavors of all generations according to Mintel. For Gen Z, it’s all about showing an appreciation for and genuine interest in other cultures. Although this generation initially showed some hesitation in trying exotic cuisines, they’re now moving away from what’s familiar and pushing more for authentic foods and flavors from every corner of the world.
Keep a close eye on the global cuisines that are beginning to trend in foodservice and translate those into snack flavors that Gen Z consumers can get excited about. Indian, African, Korean, and Vietnamese cuisines, for example, are all especially popular with Gen Zers right now. Get inspired by authentic dishes and spice blends from these regions to create craveable snack products.
Natural & Sustainable
Gen Zers are big about educating themselves about what they’re putting into their bodies – and the impact that their choices have on the environment. As a result, they’re looking for snack products that are wholesome, natural, and sustainable. These consumers are expecting brands to look out for them in choosing ingredients that are better for them and better for the earth. Move towards more natural ingredients to appeal to these consumers. And, just as importantly, focus on lessening your carbon footprint – and make sure to make these efforts known to consumers. From sustainable packaging to reducing food waste, Gen Z consumers will reward brands that are trying to do better when it comes to the environment.
Ready to create craveable snack products that Gen Z consumers will be obsessed with? Contact us today to see how Fuchs can help you make something special.