According to The Hartman Group, early behaviors and eating habits will likely inform Gen Z’s future shopping and eating patterns, such as prioritizing snacks over meals. Specifically, teens often put together their own breakfasts, select their own lunches, and make their own snacks. Our research finds that 70% of Gen Z say they have “total control” over what they eat for snacks. While they sometimes eat alone at dinner, as a meal occasion dinner tends to be the meal most likely eaten with family and thus likely planned and cooked by parents and subject to others’ desires. All of this implies that Gen Z are not afraid of the kitchen. Food learning for Gen Z may be through entertainment, including quick, entertaining, mobile-friendly, multi-platform, highly visual, video-based, with tools and recipes relevant to their life stage. Formats that favor text, don’t get to the point, don’t move easily across devices and platforms, or that aren’t entertaining are not going to reach this generation.
Lightbulb Moment: The behavior of fixing for oneself and moving to a snacking style started with Gen Y (Millennials) due in part to the increasing divorce rate, climbing single households, and families with 2 working parents. Gen Z was also the first generation born into online social networks and with 70% of the population being visual learners, it’s no wonder this is where they focus their time. Want to learn more drivers behind the generations? That’s where Culinary Tides, Inc. comes in.