Gen-Zs, adults ages 18- 24, are driven to purchase specialty foods from diverse suppliers, small or local companies, and those that are better for the environment, 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-Z drivers, preferences, and attitudes that are helpful to makers, buyers, and marketers when trying to reach these consumers.
What Gen-Z's Want
Top purchase drivers: support smaller and or local/regional companies, better for the environment (upcycled, sustainable, etc.), dietary or health reasons, better for animals, and to support diverse suppliers (e.g., women-,black-, BIPOC-, LGBTQ+-, veteran-, disabled- owned companies).
Top specialty food uses: breakfast, lunch, treats, ingredients to add to something special or upgrade a recipe, ingredients never tried before to follow recipe
Popular retail channels: convenience stores, home stores, department stores
What they value in a store:
- Products from diverse suppliers (e.g., women-,black-, BIPOC-, LGBTQ+-, veteran-, disabled- owned companies)
- In-store cafes/restaurants
- Smaller retail stores that are easier faster to shop in
- Recipe and meal planning tips, solutions
- Grab-and-go or on-the-go items
- Employees are knowledgeable about health and wellness issues
- Company commitment to recycling and reducing packaging waste
- Company commitment to eliminating food waste, composting, and/or selling “ugly” produce
What they value at foodservice:
- Ability to recommend specialty food or beverages to restaurant staff
- Clearly identify menu options that align with special diets that suit lifestyles (e.g., keto, paleo, gluten-free)
- Information about ingredients themselves (e.g., where they come from, what makes these ingredients special)
- Clearly identify plant-based menu options (i.e., free of meat and/or other animal products like cheese and eggs)
Interested in: plant based, non-GMO, fair trade, climate friendly, ethical, sustainable; food free of allergens, alternative proteins
Tech habits: Biggest fresh purchasers online. Use phone to order restaurant food, plan meals and build lists, find recipes, pay for food at markets or restaurants, scan products to learn about allergens or nutritional information, order from meal ingredient delivery services.
To learn more, go here for the full Today’s Specialty Food Consumer research.