A market researcher calls 12 to 24 year-olds — Gen Z — more sensible and balanced in their thinking than millennials
ORLANDO, Fla. — The next generation of consumers is making its impact and the food industry might find it a little more forgiving than millennials, says a market research expert.
Generation Z is composed of 12- to 24-year-olds and is “so different” than millennials, said Lynn Dornblaser, director of innovation and insight at Mintel.
They are more accepting of differences among people, more ethnically diverse and they speak up when they feel something is wrong.
“They feel that they can make the world a better place,” she told reporters attending Bayer’s AgVocacy Forum.
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They are skeptical but not as much as millennials. For instance, one-third of Gen Zs wouldn’t buy a food product if they knew it contained GMOs versus 45 percent of millennials.
They are more focused on the environment than millennials, with more than half saying the environment factors into their food purchase decisions.
In general, they are more sensible.
“They are a little more balanced in their thinking,” said Dornblaser.
“They are a little more willing to think about what the science is behind something.”
She said the food industry should be taking advantage of that, explaining the environmental benefits of GMOs and gene editing to this new generation of consumer.
Dornblaser said Soylent is a shining example of how to communicate with Gen Zs about GMOs.
The company does not shy away from telling consumers that its soy-based ready-to-drink meal replacement products are made with GMO ingredients.
“The way they talk about GMOs and why they use them is a beautiful example of how to talk about something that you would think everyone hates but in a way that is very compelling,” she said.
The company proudly trumpets on its website that it is pro-GMO because they are a safe, sustainable option of food production that cuts down on food waste, time spent growing food and resources used.
“Consumers, especially younger ones, respond really well to Soylent. They like it. They buy it,” she said.
Dornblaser said the food industry has done a wretched job of being transparent and upfront with consumers, allowing food activists to control the dialogue.
As a result, consumers don’t understand food science. She noted that 62 percent of American consumers say foods with fewer ingredients are healthier than those with more.
“To me this is a hugely concerning bit of data,” said Dornblaser.
“If that were true, boy am I a happy girl, because my favourite food has only three ingredients: potatoes, oil and salt.”
She said 44 percent of consumers believe a general online search is a good way to get health information and the same percentage eat gluten free for reasons other than having celiac disease.
Dornblaser said there are plenty of things the food sector can do to become more transparent and to tout the environmental benefits of their products. But there is something they always need to keep in mind.
“Consumers focus first on taste. Everything else comes second,” she said.
