Millennials have had their time in the spotlight; now, companies are looking to the next generation to see how they will impact the future of the food and drink industry.
Generation Z, who are also known as the iGeneration, has the potential to reset expectations for health and wellness, increase the reach of international cuisine and heighten creativity in the kitchen, according to the latest research from Mintel.
In a presentation earlier this week, the global market intelligence agency revealed how the diverse and tech-savvy Generation Z was set “to transform food and beverage formulation” in the coming years.
Head start on a healthy lifestyle
Regardless of age, sugar is at the top of parents’ watchlists when it comes to what their kids eat and drink. In fact, 60% of parents with kids aged 12-17 and 55% of parents with kids aged 18+ in Mintel’s household report saying “no” to their kids’ food and drink choices based on sugar content. But while sugar is a key concern for parents, just 11% of US food and drink launches aimed at children (ages 5-12) from June 2017-May 2018 had low, no or reduced sugar claims, according to Mintel Global New Products Database (GNPD).
“…one quarter (25%) of teens aged 15-17 say they worry about staying healthy”
With parents on the lookout, America’s youngest consumers are increasingly growing health-conscious themselves. In fact, one quarter (25%) of teens aged 15-17 say they worry about staying healthy, with another 49% agreeing that they think drinking soda is unhealthy.
“Generation Z has come of age at a time when health and wellness is a major consideration. Many younger members of Generation Z follow their parents’ healthy ways and it seems health-consciousness only gets stronger as they approach adulthood. However, health is multi-faceted for this group, suggesting that better-for-you formulations, such as craveable fruits and vegetables, can be expanded to give this generation options that fit with their ever-changing diet priorities,” said Dana Macke, associate director, lifestyles and leisure reports, at Mintel.
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