Companies are now looking harder at Generation Z on how they will impact the future of the food and beverage industry. Generation Z or the iGeneration precedes the millennials. They have the potential to change expectations when it comes to health and wellness and also increase the reach of different cuisines from all over the world. In a recent survey conducted by Mintel, they looked in-depth at the reasons why this tech-savvy generation will transform the food and beverage industry.
Head Start On The Healthy Lifestyle
Born from health-conscious late Generation X and early Millennial parents, Generation Z has an early head start on the healthy lifestyle. The Mintel study suggests that 25% of teens between 15 and 17 years old worry about staying healthy. 11% of the respondents claimed that they had low or reduced sugar intake compared to their counterparts. The reason for this is that their parents are always on the lookout when it comes to their health, and as a result, it is natural for them to build healthy habits. In fact, the youngest consumers are increasingly growing in terms of living health-conscious lifestyles such that 49% of the respondents believe that drinking soda is unhealthy. According to Dana Macke, Associate Director for Lifestyle and Leisure Reports from Mintel; this generation has grown up when health and wellness became a major consideration.
They Are Culturally Aware
This generation is the most diverse in the history of the United States. They come from varied ethnic and racial backgrounds or they are raised from parents who have broader palates thus they are more culturally aware in terms of food. This is the reason why 36% of the responded seem to have an appreciation for international cuisine not only limited to Italian, Chinese, and Mexican. In fact, there are more respondents who enjoy cuisines such as Indian (36%), Middle Eastern (38%), and African (27%). This food appreciation may drive the consumption of emerging international food and beverages. The reason for this is social media. They also use social media to cook different types of food with more than 60% of the respondents claiming that they cook international food at home using social media compared to the 40% and 23% of Millennials and Generation X; respectively.
Their exposure to international food starts at a very young age, so they are more likely to try out the latest international food trend or innovate on food. The adventurous food habits have led to products that feature a fusion of different cultures such as salted duck potato chops, tikka masala meal kits, and many others.
The Digital World Will Influence The Future of Food & Beverage
This generation has been raised in an era where exposure to digital media is rampant. Since they can access information 24/7, the younger generations have grown to have excellent researching skills. Their digital upbringing helps them learn about new cuisines and experiment on them. This trend is making them more creative, passionate, curious, and accepting than the other older demographics.
Inspired by www.mintel.com