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Younger Generations and Their Taste for Flavor
CSSI Staff Post – October 20, 2020
They grow up so fast! As of June 2020, more than half of the nation’s total population belongs to the millennial generation or younger. Data from the U.S. Census Bureau reveals that millennial, Gen Z and younger generations total 166 million people, equating to 50.7% of the nation’s population.1
Today, the oldest millennial is 39 and the oldest Gen Zer is considered to be 23. Being 24 (born in ’96), I fall between the two generations, and it is exciting to witness firsthand how younger people are shaping the foodservice landscape.
Like every generation that preceded them, both millennials and Gen Zers possess character-defining identities, dispositions and reactions to the situational aspects of modern-day life. Restaurant operators who are in-tune and able to cater to the needs or preferences of these generations are poised for long-term success.
Millennials
Reflecting their tendency to rewrite tradition, millennials have not only started, but also majorly shifted culinary and lifestyle trends:
- Millennials are more engaged with food – 58% of millennials consider themselves “foodies.”2
- Millennials tend to be more health conscious – Over 60% of millennials think their generation is more focused on health than any other generation. 2
- Millennials value sustainability – 75% of millennials are actively changing their buying habits with sustainability and the environment in mind.2
Gen Z
While millennials and Gen Zers share commonalities in their progressive nature and social connectedness, there are key differences between the two generations:
- Gen Zers are the most ethnically diverse generation in the United States – 48% of Gen Zers are non-Caucasian.3
- Gen Zers are willing to fork it up – 41% of Gen Zers say they would pay more for foods they perceive as healthier, compared to 32% of millennials and 21% of baby boomers.4
- Having grown up with the internet in the palm of their hands, Gen Zers are inquisitive and demand transparency. These consumers want to know where their food comes from, how it was grown and harvested, and finally, how it ended up on their plate.
One culinary trend that displays a high level of overlap between the two generations is the craving for international flavor. For Gen Zers and millennials, dining is about more than sustenance—it is an experience, and the internet is a powerful tool for gaining exposure and inspiration related to global dishes and flavors. We can thank the adventurous flavor profiles of both generations for helping to accelerate innovation in chain restaurants.
When planning your menu, re-energizing your brand, or creating an LTO strategy, CSSI begins with consumer insights first. Optimizing your menu while keeping generational preferences and habits in mind enhances targeting towards diner insight. We help restaurants and manufacturers stay ahead of the next big trend, building and growing business through research and culinary innovation.
1
U.S. Census Bureau, “National Population by Characteristics: 2010-2019,” retrieved October 2020 from https://www.census.gov/data/tables/time-series/demo/popest/2010s-national-detail.html
2
Mintel, “International Flavor Trends — U.S.” April 2019.
3 Aaron Allen & Associates, “How Restaurants Can Please the Members of Generation Z,” September 2018, retrieved October 2020 from https://aaronallen.com/blog/gen-z-food-trends
4 Tufts University Health & Nutrition Letter, “Generation Z: Well Pay for Healthier Food,” September 2019, retrieved October 2020 from https://www.nutritionletter.tufts.edu/general-nutrition/generation-z-well-pay-for-healthier-food
Robert Daugherty
Culinary Account Executive
March 1st, 2023 We’re thrilled to introduce the newest addition to our culinary family: Chef Steve Madonna. Formally trained in both Italy and the United States, as well as having worked for Wolfgang Puck, Chef Steve brings an extensive set of connections and culinary knowledge to our already stacked chef roster. Featured in this month’s issue is one of Chef Steve’s favorite recipes for making memories at home with your loved ones.
October 19, 2022 Pumpkin pie is a nostalgic menu item and my personal favorite when it comes to fall and winter menus, as it goes hand in hand with a traditional Thanksgiving or Christmas feast. We elevate the nostalgia by turning this must-have holiday dish into a clarified cocktail that leaves your taste buds as curious as your eyes. We get adventurous as we replace expected visual elements with an ice-cold glass of clarified liquors infused with pumpkin pie. This cocktail defies all visual expectations, while leaving your sense of smell and taste immersed in a seasonally nostalgic experience.
October 19, 2022 Canada is well known for many things. Hockey, snow, maple syrup, and a few other stereotypical but somewhat accurate concepts may immediately come to mind. What you may not know, though, is how invested we are in the snacks that we consume. Compared to the U.S., sure, we are no match for the quantity and variety offered in the land of the free, home of the snacks. However, what we know in our hearts is that Canada has a long-standing, tried-and-true, flawed, yet beloved top-notch snack game. I’m talking about comfort foods that have become so integrated and so established that they are classified as cult-favourites—and no, I did not spell favourites incorrectly. You are about to see a lot more of the letter “U” in this article. Sorry! The great Canadian snack game is easy enough to understand. You think of a flavour and either slap it on a potato or pair it with chocolate. Snacking has always been a huge part of Canadian food culture, but it is only going up from here. To put it lightly, the past few years have been tough on everyone around the world, and Canadians have chosen to increase their spending on snacks by 67% as an indulgence or, personally, as a coping mechanism. In no way, shape, or form am I claiming to be a culinary expert somehow employed in the field of Finance, but I have eaten a lot in my life and right now, I’m the best and/or only Canadian guide you’ve got. Let’s get into the details:
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