HOUSTON — Baby Boomers are more independent and have more disposable income, while Millennials are more focused on values and family food. Meanwhile, Generation Alpha is the most diverse generation ever, with more adventurous tastes.
These are the words of Megan Lynberg, vice president of sales at Dataessential, speaking at IDDBA 2024.
“First of all, Gen Alpha are kids who are currently 13 and under,” Limberg says. “They’re the kids of millennials. Millennials are traditional foodies. They’re interested in new foods and flavors, and they’re passing that on to their kids. They’re global in nature. They’ve been exposed to a lot of different foods. They might be health-conscious. And there’s a really interesting dynamic between millennial parents and Gen Alpha. Millennials also tend to be a little bit nostalgic, and so they’re very keen to bring some of the brands they loved in the past into their kids’ lives.”
Limberg touched on several factors that influence different generations and the foods they prefer, but she wasn’t the only speaker looking into generational trends. Steve Zurek, director of business development for North American sales at NielsenIQ, discussed generational trends and the evolving world of consumer packaged goods.
Zurek spoke about the different digital journeys of consumers and how they are scouring the internet, always looking for the best deals and where to find their favorite products. Of course, the pandemic has caused a rapid shift for consumers to shop digitally.
“Everybody was pushed online,” he said. “Demand for stores increased again, or was over-adjusted, and now we’re slowly ramping up somewhere between a hybrid of in-person and online shopping.”
Zurek said inflation over the past two years has made everything more expensive, making it hard to keep prices down and shoppers respond to discounts of 5 to 15 percent or more.
“Many shoppers are doing some form of online shopping, whether it’s home delivery or a click-and-collect type of situation,” Zurek said. “When we add families with children to the analysis, we see that highly stressed, time-pressed shoppers are moving into the convenience category. They’re spending more time online — and picking up their groceries curbside.”
Limberg said millennials, who are busy raising children, place a premium on values.
“This is definitely impacting millennials, given the unique foods and flavors and the pricing we’re seeing in the restaurant industry right now,” she says. “The oldest millennial is 42, so they’re a little more receptive to family-friendly foods and activities and experiences and are definitely drawn to that.”
Limberg noted that Gen Z, aged 14 to 27, are adventurous and enjoy new and exciting experiences.
“When it comes to their stage in life, they’re adventurous. When it comes to food, they love experiences,” she said. “There are opportunities here, whether it’s food service, food service in grocery retail, convenience stores, and they’re craving those experiences. They’re craving food and they’re craving fun.”
Limberg also noted that while indulgence is common among consumers, especially younger generations, there are nuances when it comes to foods and tastes, with Gen Z preferring spicier foods, for example. He also noted that while Gen Z is driving interest in new flavors, Baby Boomers are quickly picking up on trends. He also spoke about how trends are coming back, such as the rise in popularity of the classic non-alcoholic drink Shirley Temple.
