Taste of Tomorrow: Navigating Food through the Eyes of Gen Z and Alpha
Gen Z are a unique group of consumers marked by distinct attitudes and expectations, especially in their approach to food and beverages. While Gen Alpha is still very young, their perspectives on food, beverages, sustainability, and technology will likely evolve as they age. Wondering which eating approaches resonate most with Gen Z? Or how their shopping preferences indicate future purchasing behaviors? What about technology’s role in all of this?
“Taste of Tomorrow: Navigating Food Through the Eyes of Gen Z and Gen Alpha 2023” deciphers the influences that mold these consumers’ worldviews and food lives. We provide deep insights and actionable implications into Gen Z with a perspective on Gen Alpha to help companies across the food and beverage landscape cater to their future evolving needs and preferences.
Published December 2023 | Report length: 101 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary Quantitative Research: Online national survey October 18, 2023 – November 2, 2023, n=1,959 U.S. residents aged 13-77. (MOE) ±2.2 pts at 95% confidence level.
Respondents recruited based on age-based quotas and balanced to match the 2023 Census Bureau Current Population Survey by gender, region, income, household structure, and ethnicity within ages 13-26 and ages 27-77.
- Primary Qualitative Research: Digital Ethnographies: n=15 participants. Week-long immersive engagement via asynchronous virtual platform.
Follow-up In-depth Interviews, n=10 participants. Hour-long interview focused on delving into responses from digital ethnography.
- Methodology
- Executive Summary
- Chapter 1: Landscape of the New Generations
- Chapter 2: Introducing Gen Alpha
- Chapter 3: Gen Z's View of the World
- Chapter 4: Eating Habits and Trends
- Chapter 5: Dining Independence and Taste Exploration
- Chapter 6: Shopping Behaviors and Routines
- Chapter 7: Connections with Brands
- Chapter 8: The Path Forward - Recommendations
- Which approaches to eating resonate with Gen Z
- How shopping preferences of Gen Z indicate future purchasing behaviors
- Where Gen Z derive inspiration from regarding new food, flavors, and cuisines
- Implications for retail and food service in terms of meal, snack and beverage procurement
- Role of technology and social media in food and beverage
