Trends

Meet Gen Z

Born after 1997, at least 100 million generation Z is the new demographic force! They are exposed, Tech Savvy, (who have never existed in a world without smartphones), and the best-educated generation having strong opinions and deeply held convictions. 

Z Force

THERE ARE 6 DISTINGUISHING TRAITS ABOUT GEN Z FORCE

1. WHAT TO KNOW: They live with complete intuitive ease and comfort in the digital world. They show an incredible affinity for smartphones.
   WHAT IT MEANS: To keep connected with them, it’s necessary to be tech forward and ensure an easily navigated interface.
2. WHAT TO KNOW: They spend an estimated 2 to 5 hours a day on social media and, place more trust in social media than in traditional media.
   WHAT IT MEANS: Marketing messages will get to them via influencers on platforms such as TikTok, YouTube, and Snapchat.
3. WHAT TO KNOW: Social consciousness weighs into their consumer behavior.
   WHAT IT MEANS: Whether it’s a business which they’ll spend their money on or work they are working at; this generation looks for a company’s ethos to align with their own. Apart from that, They’re active around climate change & social justice.
4. WHAT TO KNOW: For Z force, food quality matters a lot and words such as ‘clean,’ ‘fresh,’ and ‘nutritionally beneficial,’ have strong resonance.
   WHAT IT MEANS: When choosing where and what to eat, they will seek out operations that deliver on these qualities.
5. WHAT TO KNOW: Food is the top spending priority for Gen Z, accounting for 23% of their discretionary spend.
   WHAT IT MEANS: This means they are a critically important demographic group to reach, connect and serve.
6. WHAT TO KNOW: Like all demographic groups, Z can be a study of contradictions and contrasts. For instances, Yes, they're health-conscious (around 54% worldwide say they sometimes avoid meat, according to Euromonitor), but they're also fond of chips and cheese crackers, quick-serve meals, and all kinds of treats.
   WHAT IT MEANS: Zs are human with a full spectrum of food preferences, tastes, and whims.

DID YOU KNOW?

Practical and solution oriented, Gen Z appears to be more open-minded about food technology than older generations. In a Food Tech Consumer Perception Study, 77% of Gen Z respondents expressed willingness to try a food grown with technology such as GMO’S. This compares to 66% of Millennials and just 58% of Baby Boomers.