Specialty Food Magazine

Summer 2019

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://www.e-digitaleditions.com/i/1119718

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Page 113 of 155

Z Gen-Xs are an essential demographic to call attention to based on this year's data. They are more likely than other generations to purchase across more specialty food and beverage categories. Thirty-one percent said they bought from 16 or more categories over the past six months. Most likely to say they impulse-buy specialty foods More likely to purchase specialty foods for breakfast and dinner as well as for treats for themselves Expect to pay more for specialty food and beverages but are not happy about it. More than one-third think these foods are overpriced. Shop at a broad range of retailers, but prioritize online and discounters Big buyers of organic, locally sourced, plant-based, ethical, and sustainable products Favor shopping where employees are knowledgeable about products Want to customize their foodservice orders Gen-Zs, adults between the ages of 18-24, ranked highest in consumers buying specialty foods in last year's report, and have dipped considerably this year. It's too early to tell whether this is a pattern. Further data from this year's research shows these young adults are engaged and that their interests align with those of strong specialty food consumers. One theory is that Gen-Zs are more fiscal- ly conservative than millennials before them—whom they've watched buckle under college debt and high unemployment—and are more select in their purchases. They will spend on quality. Gen-Zs report spending a lot of their food dollars on specialty foods. However, they are the most likely to think these foods are overpriced, and don't necessarily expect that they should have to pay more for them. Gen-Zs are health and values oriented. They tend to make food choices with health in mind and they empha- size the importance of a company's values in purchase decisions. They scrutinize and discuss their food choices. They are more likely than other generations to read nutritional facts/ingredient labels of products and to talk with friends and family about new or interesting foods in retail or foodservice. These exercises can lead to a better understanding and acceptance of the price/value equa- tion of specialty foods and beverages. Gen-Zs favor convenience over scratch cooking. They are strong consumers of takeout, food delivery, quick options, or meal ingredient delivery. However, they are the least likely to say they buy RTE meals from super- markets. This may be because they are not dedicated supermarket shoppers and is a habit to watch. They like to personalize and customize their food. They are more likely than others to make ingredient recom- mendations they'd like to see on menus. They'll upgrade restaurant orders and pay to upgrade. They are open to new diets and movements. They are currently following more diets than any other genera- tions and are more likely than others to be fully commit- ted to diets including keto, high protein, vegetarian/veg- an, and dairy-free. SPECIALTY FOOD CONSUMERS— WHO ARE THEY, WHAT DO THEY WANT? Stands Out Gen-Zs and the Future Core Specialty Food Consumer THE STATE OF THE SPECIALTY FOOD INDUSTRY S7 Some things to know about Gen-Xs: Here are 6 things to know:

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