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2020 Trends the Food Industry Needs to Know Before Marketing to Gen Z
Generation Z is one of the most food-loving generations of the last few decades. That may sound like good news for the food industry but, while zoomers are so connected with food; they enjoy it in a particular way. So let’s take a look at the top 2020 trends the food industry needs to know before marketing to Gen Z.
Yes, just like Millenials, Generation Z is filled with individual tastes and needs. These individualities are so variable that advertising for Gen-Z is more like putting trends together than actually developing a singular strategy. Are you looking for a hint on how to treat these youngsters? Here are the 2020 trends the food industry needs to know before marketing to the next generation.
#1 Eating out
This may sound obvious, but it’s essential. Gen-Zers tend to eat out daily, more than any other generation so far. Young people between 13 and 25 spend up to 78% of their incomes in restaurants, most especially fast food.
#2 Food experience
While simply eating fast food is always popular amoung on-the-go younger generations. Adding the convenience and cool factor of a food truck and you have yourself a steady stream of hungry millennial’s. However, gen Z takes this love for street food to the next level.
They already grew up with the above mentioned food trucks and the glutton of culinary videos on social media. So what they’re looking for is a food experience. Regardless if it’s because of a bold taste or a new way to eat their food, they see the act of eating as a way to experiment and be adventurous.
Yet so, at this point, there’s a particularity any food marketing expert must consider. While Z’ers are eager to experience new and bold food tastes, there’s slightly less interest in weird flavors than Millenials craved. Let’s deepen in the next point.
To make this clear, let’s say Gen-zers are willing to taste new flavors and textures than regular food provides. But, unlike Millenials, that were willing to try and mix foods that no boomer could ever consider putting together, zers want to experience taste combinations that include foods with flavors alike. This means that, while Millenials could love the idea of mixing fish and sugar, zoomers are most likely to go with a super creamy caramel unicorn macchiato with marshmallows and color sprinkles. While these are a bomb for the taste buds, all the flavors are directed to the same type of food (sweets) while contrasts may not be so appreciated.
If there’s something characteristic about Gen-Z is how their attention periods are quite short. Somehow this translates to food too. Many Gen-zers are not capable of watching a 3-minutes long video – that’s why we see so many food channels with 30-seconds recipes – and in the same way, they don’t want a whole meal. They prefer snacking and food that comes in bite-size.
Many zers confess that they would most likely want to eat a meal made out of several snacks than an actual whole plate. And who could blame them? In the age of information, there’s so much out there to know, see and taste. Therefore, the only way to encompass everything is one bite size piece at a time. In this sense, real food turned into snacks such as “chicken-flavored potato chips” are a sure win when it comes to feeding Generation Z.
It may sound weird, but “trends” are one of the trends that the food industry needs to follow if they want to catch Gen-Z. Anything that goes “viral” is determining to seize these youngsters’ attention, and food is no exception; veganism, vegetarianism, keto diet, paleo diet, intermittent fasting…
Any new way to eat that becomes important on social media is essential to pay attention to if you are a marketer in the food industry. So yes, including all these options on menus is for sure a way to earn some zoomers as costumers.
While they’re most likely to eat outside than any other generation, Gen-zers also eat alone a lot, and they’re mostly young. But this doesn’t mean they’ll eat at home if they can’t technically go out to eat. Delivery is more than ever a hook for young people; why? It’s because they can order almost any food from their smartphones and the several apps available. That’s why restaurant owners are more and more interested in developing apps for pre-ordering, ordering, and checking the menu; Zers love to plan their food! This is already being capitalized upon in larger universities by the company, Starship.
You can learn more on how food delivery systems are being shaped by clicking here>>>
#7 More interested in ecology
We already mentioned that social trends tend to catch zoomers’ attention. We’re living in a transition era, where our moral values towards the earth are drastically changing. That’s why plant-based food, whole food, organic food, and the likes, are more likely to attract this group than regular meat-based food.
This doesn’t necessarily mean they want to be healthier – as it happened with Millenials, but the cosmovision where they were raised makes them respect other factors as the mentioned climate or the fight against animal cruelty. Even so, plant-based or vegan junk-food such as chips (and anything in a snack package), vegan burgers, burrito bowls are a key-point when it comes to earning Gen-Z trust. In the same way, the above-mentioned caramel unicorn macchiato is not exactly healthy, but will surely be loved by any Gen-Z around the coffee shop!
These are only some of the trends that the food industry needs to know before marketing to Gen-Z, but there’s much more to encompass when profiling these youngsters. Being aware of the social changes that come with this era is key to future food marketing. There’s still much more to say about zoomers, but luckily for restaurants and food change, their need to share everything online is a plus point to benefit for advertising.
You might also want to check out our article on the Top Food Supply Chain Tech Trends to Watch in 2020.
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