Gen-X, adults ages 42-56, are driven to purchase specialty foods on impulse or to use as ingredients, according to the SFA’s Today’s Specialty Food Consumer report, 2021-2022 Edition. The annual report surveys consumers to understand the demographics, behaviors, usage occasions, and shopping habits by different generations.
Here are highlights of some Gen-X drivers, preferences, and attitudes that are helpful to makers, buyers, and marketers when trying to reach these consumers.
WHAT GEN-Xs WANT
Biggest purchase drivers: impulse purchases; tasted an in-store sample
Top specialty food uses: dinner, snacking, as ingredients to add to something special or to follow recipe
Popular retail channels: supermarkets, mass outlets
What they value in a store:
• Will pay more for better quality ingredients/food
• Look for specialty food and beverages that are on sale/featured
What they value at foodservice:
• Prominently feature local/regional ingredients
Interested in: Organic, locally sourced, plant based, trying foods that are only available in certain seasons, high-protein snacks, veggie-based snacks, grain alternatives, raw food, ugly produce, nose to tail.
Tech habits: Big online food shoppers, especially of local supermarket’s website. Gen-Xs were the most likely of any generation to say they ordered more during the height of Covid (69 percent), and they, along with Gen-Zs, are most often saying they ordered more than pre-Covid in the last month (45 percent). They most often use their phones to find coupons discounts, manufacturer coupons, and purchase groceries.
To learn more, go here for the full Today’s Specialty Food Consumer research.
Related: Millennial Specialty Consumers: What They Want; Gen-Z Specialty Food Consumers: What They Want.