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Bord Bia

Keeping up with the Gen-Zs

August 24th 2020

Amy Bond, Assistant Librarian and Information Specialist, Bord Bia – The Irish Food Board

This article will look at the potential Gen-z holds for Irish producers and ways they can win with this diverse cohort. Though definitions can vary, Gen Z is generally considered to encompass consumers now aged between 13 and 25. As such it will still be another five years before they fully reach adulthood, but they are already making an impact (Mintel, 2020). Stylus estimates that in the US alone they account for $14-$29bn in direct spending, not to mention the money still being spent on them by older generations (Stylus, 2020). While their financial clout is already substantial, they are also becoming tastemakers. despite their young age. Gen Z is often more adventurous with their food, being more open to bold and spicy flavours. It has been suggested that this is partly due to the fact that they are the most diverse generation, and so many have been exposed to global flavours from a young age (Stylus, 2020). 

They also have a genuine love for food. Over 50% in the US like to cook, with 71% saying they would like to learn more recipes (Stylus, 2020). For inspiration they are often turning to their peers, rather than their elders. There has been growth in the number of food bloggers and influencer chefs in this age bracket, with many now transitioning to TV and even publishing cookbooks. Brands could do more to leverage their popularity and engagement (WGSN, 2018).

Health remains a trend for this group, and they wish to take personal control of their wellbeing. Their idea of wellness is holistic, with their mental health being a priority. This is in part driven by necessity with large cohorts suffering from anxiety or depression (WGSN, 2019). Strategies to cope with this pressure vary, with some turning away from social media, while others have fostered supportive communities online (WGSN, 2019). Brands communications therefore can’t rely on one channel to reach this generation.

Another way that Gen Z try to maintain both physical and mental health, has been the adoption of so called ‘soberish’ lifestyles (Stylus, 2020). British teenagers are half as likely to have tried alcohol, as the millennial generation would have at the same age (WGSN, 2019). Non-alcoholic drinks producers can appeal to them with alternatives to alcohol, particularly if they also have some added functional benefits (Stylus, 2020).

It should be noted though, that indulgence is still important for Gen Z. They are the generation most likely to eat desserts, and less likely to be attracted by health claims within the category. They do not need permission to indulge (Mintel, 2019). Focus should instead remain on taste, though appearance is also a selling point to this Instagram generation (Stylus, 2020). However, Mintel does warn that this carefree attitude may wane with their slowing metabolism (Mintel, 2020).

While they may have strong focus on self-improvement and self-reliance, Gen Z is far from selfish. They have strong ethical beliefs, with deep interest in social justice and the environment, and more than any other generation they are drawn to brands they feel share their values (Mintel, 2020). However, it is not enough for brands to pay lip-service to any cause. They expect action to back up words, and are not shy of demanding proof (Mintel, 2020).

The Covid-19 pandemic is a defining moment for this generation as it reaches adulthood, and looks to reemphasise many of their key characteristics. Historically younger generations have often been hit harder by economic downturns, with youth unemployment rising ahead of overall rates (Euromonitor, 2020). Precarious future prospects, coupled with necessary social isolation, may compound mental health struggles. It is also likely that it will take longer for this generation to become financially independent, and establish their own households (Mintel, 2020). Witnessing the unequal impact of the pandemic across society, will also reinforce their desire for social change (Euromonitor, 2020).

The Gen-Z generation holds a lot of potential for food and drink brands, but they will make you work for it. They want their food to be exciting. If it claims to be healthy they will want to know how. If it is made for indulgence, it better deliver on taste. They also expect you to want to make a difference to the world as much as they do. To win with Gen-Z you need to share their passion.

 

References

Euromonitor, 2020. The Impact Of Coronavrus On Millennials And Generation Z. [online] Euromonitor. Available at: <http://euromonitor.com> [Accessed 14 August 2020].

Mintel, 2019. Indulgence Has No Limit For Generation Z. [online] Mintel. Available at: <http://mintel.com> [Accessed 14 August 2020].

Mintel, 2020. Drink Brand Need A Moral Mission To Engage Gen Z. [online] Mintel. Available at: <http://mintel.com> [Accessed 14 August 2020].

Mintel, 2020. Markting To Gen Z: Incl Impact Of Covid-19, US. [online] Mintel. Available at: <http://mintel.com> [Accessed 14 August 2020].

Stylus, 2020. Gen Z Influences Future Flavour. [online] Stylus. Available at: <http://stylus.com> [Accessed 14 August 2020].

WGSN, 2018. Gen Z Foodies. [online] WGSN. Available at: <http://wgsn.com> [Accessed 14 August 2020].

WGSN, 2019. Gen Z: Emerging Wellness Tribes. [online] WGSN. Available at: <http://wgsn.com> [Accessed 14 August 2020].