Different generations have different tastes and lifestyles. This is why the food industry must be aware of their characteristics in order to generate specific solutions and thus take advantage of opportunities and optimize innovation.
Innova Market Insights identifies the key traits of four different generations to diagnose what nutrition can bring to each of them.
Generation Z (15-20 years old)
They are committed to physical activity to improve their health. They seek foods and beverages that support healthy lifestyles and value protein-rich innovations. These consumers are born into a highly connected world where they can travel easily. They are exposed to new cultures and dining experiences, which is why the industry must develop global flavors for young people to try when they are not traveling.
Generation Y / Millenials (21-34 years old)
They tend to focus on balancing body and mind and constantly seek happiness. They are also the group most concerned about the environment and ethical issues. This is why they are committed to ethical and healthy consumption without neglecting "bad" nutrition.
Generation X (35-49 years old)
They focus on emotional well-being, like to prioritize family time and socializing. They are interested in natural and organic foods, and tend to cut down on meat, alcohol and caffeine.
Baby boomers (50-64 years old)
Healthy aging is most important to them. They are the most likely of the generations to change their diet to improve health, with a strong interest in functional foods, plant-based options and reducing intake of "bad" ingredients.
These characteristics enable organizations to manage diversity as a tool for success.
*Source: innovamarketinsights
