{"id":15045,"date":"2018-03-27T08:19:58","date_gmt":"2018-03-27T15:19:58","guid":{"rendered":"http:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/?p=15045"},"modified":"2018-03-27T08:19:58","modified_gmt":"2018-03-27T15:19:58","slug":"meet-generation-z-from-food-business-news","status":"publish","type":"post","link":"https:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/index.php\/2018\/03\/27\/meet-generation-z-from-food-business-news\/","title":{"rendered":"Meet Generation Z – from Food Business News"},"content":{"rendered":"

\"\"<\/p>\n

\u201cReal food\u201d is the rallying cry of Generation Z grocery shoppers, according to a recent report from The NPD Group.<\/p>\n

Gen Z, those born between 1997 and the present, represent 27 percent of the U.S. population. They have higher consumption rates of organic foods and beverages than any other group, NPD said, and were taught to value food based on nutrition and function, not just in terms of taste.<\/p>\n

\u201cFood marketers should understand that this generation grew up knowing that food is much more than sustenance; food represents culture and therefore is an expression of who they are,\u201d said David Portalatin, food industry adviser for NPD and author of\u00a0Eating Patterns in America<\/i>. \u201cThis generation was raised to be real and true to themselves, and they expect the same from their foods and beverages.\u201d<\/p>\n

Many assume Gen Z is a carbon copy of the millennial generation, and while they have similarities, the differences will \u201crequire grocers and food manufacturers to fine-tune their messages,\u201d NPD said. Gen Zs are similar to millennials in their demand for authenticity, freshness and purity in their products, but more than millennials, Gen Z consumers say clean eating improves their quality of life and that fresh foods play a key role in their lifestyle. And they aren\u2019t just saying that. Gen Z accounts for some of the heaviest use of organic and non-G.M.O. foods, according to NPD.<\/p>\n

Gen Z consumers also differ from millennials in their attitude toward large brands. While millennials tend to favor smaller, niche, local brands, Gen Zs choose brands based on different criteria.<\/p>\n

\u201cIn many ways Gen Z consumers think of themselves as having a personal brand with a story and values by which to live,\u201d NP said. \u201cThey seek brands that support their story, and they are willing to use them regardless of a brand\u2019s size.\u201d<\/p>\n

Gen Zs also approach snack foods differently. The generation\u2019s on-the-go lifestyle lends itself to more read-to-eat foods that may be incorporated into or in between traditional meals.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

\u201cSnacking is just can extension of who this generation is,\u201d Mr. Portalatin said. \u201cThey\u2019re more likely than any other generation to incorporate snack foods as a part of \u2026 breakfast, lunch or dinner. In fact, they\u2019re doing this at a rate 53 times more on a per capita basis annually than any other generations.<\/p>\n

\u201cGeneration Z was born into the world of foodie culture. They\u2019re growing up with a keen understanding of the purpose for food and the role that it plays in a well-lived life. They have the potential to be perhaps the most influential generation we\u2019ve ever seen on consumers\u2019 eating and drinking behaviors.\u201d<\/p>\n

Link to story<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cReal food\u201d is the rallying cry of Generation Z grocery shoppers, according to a recent report from The NPD Group. Gen Z, those born between 1997 and the present, represent 27 percent of the U.S. population. 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