Today Gen Z are challenging companies to the core. Understanding the key trends of Gen Z behaviour is key to understanding how they will respond to new food products.
They are very quick to separate “fake” from “authentic.” They have a strong focus on quality and authenticity and they are not easily swayed by marketing.
They are well-informed, socially conscious and savvy enough to know which companies care about their consumers and the impact their products have on society and the environment. Only 36% of 13 to 21 years-olds say they have a strong connection or loyalty to any brands and 64% reported wanting to try and product or service before they buy it.
In terms of taste Generation Z is looking for bold flavour profiles and extreme sensations from authentic flavour combinations. This has been described as a ‘flavour combination in a new format’ for marketers. Even more strikingly Generation Z are looking for personalisation and view food as an expression of who they are. This could be a reflection of the instagrammable world we live in where food has become and extension of Gen Z social behaviour and social media activity.
Making the food that Gen Z will crave requires significant primary research and sensory profiling. Testing preferences for different formulations is key to achieving the correct Gen Z ‘flavour combination’. This is important for new product development in addition to new options in existing product lines. Have you got the right combination for Gen Z?
Innovate Solutions help food & beverage companies & retailers in Ireland to grow their sales and profitability. Our range of sensory product testing and research services deliver an independent view of consumer taste and preference.