Move over millennials – Marketers have moved on, trying to solve the puzzle of what even younger consumers want to eat. The cohort stretching from newborns to those age 23, dubbed Gen Z, makes up about 32% of the U.S. population, and marketers are finding these young foodies want things fresh.
A report by NPD suggests that the rising generation is eager to make meals using fresh ingredients without too much trouble – fancy sandwiches, for example – and is not averse to using the stove. This is similar to trends among millennials, only to a greater degree. NPD predicts salad consumption, in particular, will increase with Gen Z, followed by quick-assembly meals (meal kits and sandwiches), and more involved breakfast foods such as eggs, pancakes and French toast. Savory snack foods, everything from crackers to salsa, are also expected to become more popular.