Source: Susan Kelly, MEATINGPLACE, 1/30/18


Although members of Generation Z are just now entering adulthood, their impact on the food industry is already being felt, finds a new study by global information company NPD Group.

Generation Z, those born 1997 to present, now represent 27 percent of the U.S. population, a larger group than Millennials.
Gen Zs grew up understanding the purpose of food and how it fits into a well-lived life. As a result, this generational cohort expects food and food brands to follow their needs and not the other way around, says NPD. They value flavor, function and authenticity over brand and hype.

Gen Zs are unintentional foodies by virtue of their upbringing in a culture that talks about, celebrates, and entertains with food, according to the recently release NPD report, Make it Happen for Gen Zs. They are told at an early age what their food can do for them in terms of functional and nutritional value.

“The more I study trends in retailing, foodservice and eating patterns, the more I become convinced that the macro themes emerging in consumption behavior are generationally driven. Gen Zs will be a seismic force for the food industry as they emerge into adulthood under more prosperous economic circumstances, yet with their own differentiating set of values,” says NPD’s David Portalatin.

Like the Millennials, Gen Zs prefer food with transparent labeling and an absence of artificial ingredients and are skeptical of big brands and too many label claims, the report finds.

Growing up with a greater emphasis on flavor and function than brand will make Gen Zs more challenging for food marketers to reach, says NPD. They want authenticity, and although the term has become synonymous with clean and fresh, it broadens for Gen Zs to include brands that honestly offer experiences.

This tech-savvy generational group who never knew a world without the internet also seeks personalization and engagement, with functionality like portable foods to meet the needs of their busy lives.

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