Move over Millennials. There’s a new consumer cohort in town and food manufacturers should stay paying them more attention. Simon Creasey takes an in-depth look at what makes Generation Z tick, what shapes their buying habits and how food companies should respond.
In recent years, there appears to have been an obsession among marketeers at the world’s major food manufacturers with Millennials. They have invested time and money into developing products that appeal to consumers from this demographic group, with varying degrees of success. But by focusing so intently on Millennials there is a danger they may have overlooked an even bigger opportunity.