Generation Z Steps Forward

The foundation of retail foodservice growth has come from innovation in shipping, packaging, service Deli design, restaurant design, speed of service, quality of fresh prepared food too name but a few drivers of the industry according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Regular readers of this blog know that time and time again Johnson has documented that consumers never take a step backward in food retail they always keep migrating to retail environments that offer fresh, faster, or more flavorful options.  In the case of Generation Z (Gen Z) that is the case as well.

Recently the NPD Group found in a new report, entitled “Make it Happen for Gen Z,”  much of the same things.  In case you have forgotten Gen Z refers to those born after 1997, some of whom are now in their late teens and early 20s and therefore beginning to have an impact on the marketplace.

NPD noted that “The important distinction drawn between the two generations is that Gen Z has been raised on organic food by its Generation X parents and has therefore been taught since a very young age to see food in terms of function and nutrition rather than merely taste and flavor.”  The Foodservice Solutions® team notes while true those some parents have opted for more ‘bold flavored food”.

While NPD noted “Gen Zs are similar to Millennials in that they demand authenticity, freshness, and purity in the products they use, but even more than Millennials, Gen Z consumers say clean eating improves their quality of life and fresh foods play a large role in this lifestyle,”

The Washington Post noted in an article titled “9 Ways Millennials Are Changing the Way We Eat,” Millennials are “redefining healthy” by moving past nutritionism to see the healthfulness of whole, sustainably produced food. They also make food choices based on the impact they have on the world, showing the importance they place on the health of the environment, and the planet.”

The Post story continued “Millennials, are more adventurous eaters than previous generations. “Millennials are described as open-minded and curious,” “They like trying new flavors, love ethnic cuisine and won’t shy away from vegetarian and vegan options. As menu choices expand and you try new things, know that’s driven by Millennials.”

Millennials also demand that brands live up to their high expectations; as a group, they are more likely to “punish” brands who don’t fulfill these standards than previous generations” On the other hand NPD, found “ it is important for marketers to “fine-tune their messages” in order to reach Gen Z. “

Gen Z consumers “think of themselves as having a personal brand with a story and values by which to live.” This generation will support brands that fit with that story regardless of size of the company. Regular readers of this blog will know the team at Foodservice Solutions® noted in 2010 it is about personalization & customization.

One undercurrent that continues to prevail is consumers will over time favor price over all else.  While the top 5% may not focus on price all most of the time, the 95% of consumers will more often than not refocus on price. Our team has found that price it is one of the top three key drives within all demographics.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant