Wauconda, IL — As the world’s largest consumer group, gen Z has a major influence on direct buying power as well as overall household spending, according to Synergy Flavors, Inc., which highlights the following three macro trends emerging around the cohort.
Unity: Gen Z consumers support brands that align with their views and encourage companies to take stances on political issues, the flavor house reports. The supplier gives as example “buycotting,” which encourages excessive purchases of a particular brand to show support for its message, while countering sales for competitive products.
While millennials show an affinity for unique cuisine mashups, such as sushi burritos, gen Z is more interested in authentic foods and beverages than adventurous combinations, according to Synergy.
Tech Integration: As the first truly digital native generation, developing a visual and verbal brand lifestyle through social media is critical for success of new products, the supplier reports. In fact, gen Z defines how cool an item is based in part on its online persona.
Additionally, the cohort makes purchasing decisions strongly tied to their moods, giving manufacturers the opportunity to reach them through products developed for specific occasions such as relaxing or exciting, according to Synergy.
Focus On Sensory Experiences: From VR to unique activities such as escape rooms, experiences rank as the top gift for gen Z consumers, and these shoppers want to be “wowed” by the products they buy. For instance, Synergy reports the cohort prefers bold flavor combinations and is keen on extreme sensations such as super sour without veering too unique in profile.
“Forward-looking food and beverage brands are eager to anticipate trends the diverse and digitally native generation Z are bringing to the world,” says Sarah Diedrich, customer marketing manager at Synergy Flavors. “Growing up with a focus on authenticity of food rather than brand loyalty brings new challenges and opportunities, but by understanding the context in which these consumers live, manufacturers can develop more attractive products that are better suited to their needs and wants, delivering better performance in the marketplace.”