Baby Boomers, those aged 51 to 69, and Generation Z, those 17 or under, have different eating behaviors and attitudes, but together they are driving profound changes in the food industry, according to Melissa Abbott, vice president of culinary insights at the Hartman Group, a Bellevue, Washington-based consumer insights firm.
Both segments, each representing 23 percent of the population, are driving the push for fresh, less processed ingredients. Boomers view food as a key to living a higher quality of life for longer. As such, “boomers have driven a lot of what has been going on in terms of the fresh movement. They not only led it, they shaped it. They also led and shaped how the organic food movement is happening,” Abbott said. “This is the first time in history we have seen an aging generation approach food in this way, Abbott added.
Generation Z are the most ethnically diverse, nearly 50 percent of this generation are non-Caucasian, compared to boomers at 28 percent. While boomers generally prefer familiar American fare, Generation Z is more likely to seek innovative and ethnic cuisines. “Gen Z’s diversity will continue to drive food culture trends we already see around the exploration of authentic, global food experiences, and the impact of this diversity is going to include how they eat,” according to Abbott. And, early exposure to digital technology has spurred a demand for ingredient transparency among younger consumers.
Gen Z is the first generation to completely grow up in the digital age, so to them there is no question that can be unanswered, Abbott sad. “This is really affecting the food that they eat because they want to know where it’s from, how it is grown, who made it. We see this behavior integrated into their everyday lives as they continue to grow up.”
Consistent across both demographics is the instinct to scrutinize nutrition labels. About two-thirds of Generation Z consumers prefer food and beverages containing only ingredients they recognize.
“In the not too distant past, it was production that was driving economy,” Abbott said. “Things coming off conveyor belts signified quality and safety. Meals were at a set time every day. Now you see consumption driving economy. It is much more fun and experimental. What this means is our modern eating culture is marked by fragmentation and a complete upending of tradition. And who is doing the planning, shopping, cooking? It is very much decentralized. Mom is no longer the gatekeeper.” said Abbott.
