You are here
A new report from the Center for Culinary Development (CCD) and Packaged Facts has found that Generation Y is transforming attitudes toward food and eating in the United States. According to the "How Gen Y Eats Culinary Trend Mapping Report" these 75 million young consumers, between the ages of 13 and 28, grew up with habits and expectations about food formed during a time of unprecedented tech innovation, consumer choice and exposure to global cuisines. As a result, this demographic will demand updated food and beverage choices, and food marketers had better be paying attention.
"Generation Y has a game-changing approach to food consumption that will definitely affect how other demographics, including Gen Xers and baby boomers, shop and eat," noted CCD CEO Kimberly Egan.
The report provides a 360-degree portrait of the group's eating habits, from how they are "Happy in the Third Place" and "Planet Savers" to how they look for "Authentic 'Kewlness.'" Plus this "Gen Wired" demographic employs cell phones to order organic veggie takeout, download recipes on mobile devices and create food subcultures online. These consumers are additionally "Thrill Aficionados," in search of heightened eating experiences featuring intense, layered and global flavors; "Mashup Artists" who need to customize food to their individual requirements; and supremely health-savvy, thanks to nutrition-conscious boomer parents.
But Gen Y's influence goes beyond its own members, the research found: Foods developed for Gen Y will also find a market with boomers and Gen Xers, whose adventurous tastes, techno-centric lifestyles and desires for customization are evolving as well.
New York-based Packaged Facts, a division of Market Research Group, publishes market intelligence on a many consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products, in addition to offering a full range of custom research services. CCD, based in San Francisco, is a full-service food and beverage development and research company.