Generation Z: Seeking Action and Adventure
- Consumers aged 22 and below are the most likely to use physical activity to improve health. In the U.S., 67% of U.S. Gen Z consumers say they are increasing physical activity to improve health and wellbeing—and they are seeking foods and beverages that support active lifestyles. As a result, protein-rich innovations are in demand.
- Innova Consumer Lifestyle and Attitudes Survey (2018) revealed that during leisure time, travel is a top choice for Gen Z—they enjoy being exposed to new cultures and food experiences, such as adventurous dishes. In response, Innova reports, industry is developing world flavors for these consumers to taste when not traveling.
Related: The Passion and Drive of Gen Z
Millennials: Balancing Mind and Body
- Innova found that those born between 1981 and 1996 tend to focus on balancing body and mind, with 53% reporting a focus on increasing their “happiness.” In addition to mental and physical wellbeing, Millennials are interested in "ethical consumption" and healthy indulgence. In terms of diet, Millennials focus on eating more good-for-you foods, such as items with protein and fiber, rather than on reducing “bad” items in their diet. They also like on-the-go options to fit with their busy lifestyles.
- Of all age groups, Millennials are most concerned with environmental and ethical issues, and they are willing to pay a little more for such products that address those concerns.
Related: A Look Inside the Millennial Mind
Generation X: Boosting Emotional Wellbeing
- Those between the ages of 39 and 54 are focused on emotional wellbeing. Innova reports that 55% of U.S. Gen X consumers are working to improve their mental health, and they like to prioritize family time and time to socialize, particularly outside the home.
- When it comes to food, Gen X has "above-average levels" of interest in natural and organic, and they tend to look to reducing meat, alcohol and caffeine, while upping intake of fruit, vegetables and fish. Natural, positively processed and guilt-free products appeal to Gen X consumers.
Related: At the Table with Generation X
Baby Boomers: Focused on Healthy Aging
- Those born between 1946 and 1964 make up 23% of the U.S. population, Innova reports, and healthy aging is top of mind. Of all the generations, Boomers are the most likely to change their diet to improve health. They have strong interest in functional foods, personalized nutrition, and plant-based options.
- Boomers are interested in reducing intake of “bad” ingredients, such as sugar, fat and salt. According to an Innova Market Insights Consumer Survey, 54% of U.S. Boomers had reduced sugar intake or bought more reduced sugar products to be healthier.
