THE STATE OF THE SPECIALTY FOOD INDUSTRY | S7
Buying by Generation
2015
79%
65%
78%
67%
47%
35%
44%
60%
69%
59%
61%
65%
75%
70%
84%
82%
66%
76%
Zs
Gen-
Xs
Boomers
Gen-
Millennials
Baby
2016
2018*
2019
2020
0 20 40 60 80 100
Share of Consumers
The 2020 survey data shows that younger millennials, ages 26-34, are the core
specialty food consumer. Gen Zs (ages 18-25) are the next mostly likely buyers —
and are the only group to have seen an increase over last year's results, which
bodes well for the future of specialty foods.
Gen Xs rank slightly lower, a dip since last year. Life stage is
driving some of these shifts. For example, Gen Xs are aging and
may be altering their food purchases as their children grow up
and leave home. More Gen Zs are reaching adulthood each year
and their engagement in specialty foods is evolving.
Specialty Food Consumers—
Who Are They, What Do They Want
* 2017 survey moved to January 2018
Share of Consumers Buying Specialty Food and Beverages, by Generation, 2015-2020
Source: Mintel
Core
consumers
are ages
26-34
