Part
01
of one
Part
01
What are the breakfast food and beverages preferences of members of the "Gen Z" generation?
Hello, and thank you for your request for insights on the breakfast food and beverage preferences of Generation Z. The short answer is that Generation Z's overall food preferences are driven by four factors: increased ethnic diversity of the generation, experimentation with new foods, health-consciousness and social accountability, and an emphasis on snacking. Breakfast foods that are popular with Generation Z include fresh eggs and omelets, hot cereals, home cooked breakfast sandwiches and proteins, fruit, yogurt, ethnic and non-traditional foods, and convenient baked foods. Breakfast beverages that are popular with Generation Z include bottled water, hot or iced coffee, tea, fruit juices, smoothies, and customizable gourmet coffees. Below you will find a deep dive of our findings.
METHODOLOGY
In order to gain a broad overview of the food and beverage preferences of Generation Z, my colleagues and I reviewed corporate websites and industry reports identifying demographics of this age group. As you did not specify a geographical location of particular interest to you, we researched information about Generation Z's dietary choices in the United States. Next, we identified four factors about Generation Z that are impacting their general food and beverage preferences. Finally, we refined our research to identify popular breakfast food and beverage preferences of this generation.
OVERVIEW OF GENERATION Z
Our findings indicate that Generation Z is defined as those young people born between 1990 and 2010. There are approximately 69 million people in Generation Z, and Pew Research expects Generation Z to hold a 40% share of the workforce in the United States by 2020. Nicknames for this generation include "Post-Millennials, Centennials, Digital Natives, and Neo-Digital Natives."
FACTORS IMPACTING FOOD AND BEVERAGE PREFERENCES
Ethnic diversity is expected to be a significant factor in the food and beverage preferences of Generation Z during the next five years. Generation Z is a highly diverse population, and these young people have been exposed to a variety of cultures and cuisines throughout their lives. It is expected that Generation Z will continue to express preferences for a wide range of foods and beverages. A large percentage of Generation Z in the United States is of Hispanic or Latino origin, and it is believed that ethnicity will impact overall food and beverage choices, as Generation Z will continue to prepare and consume traditionally Hispanic foods.
Another factor impacting Generation Z's food and beverage choices is the rise of "foodie culture" over the last decade. Generation Z has been raised against the backdrop of Food Network, celebrity chefs, and prime-time cooking shows, and this culture has encouraged experimentation with food and beverages. Over 50% of Generation Z diners report they enjoy experimenting with new and different foods. Generation Z will have a significant impact on over 200 food and beverage-related behaviors over the next five years, particularly with an increased emphasis on more involvement with food preparation. However, while it has been demonstrated that Generation Z prefers increased involvement in meal preparation, there is not a similarly documented desire for more complex recipes. However, Generation Z does value its ability to control the final output of prepared foods, and the use of additives to complete a meal is expected to increase by 8% over the next five years.
The dietary preferences of Generation Z highlight this group's ongoing focus on social accountability in all aspects of their lives, including their food and beverage preferences. The three dietary terms most likely to generate a favorable response from Generation Z are "healthy," "organic," and/or "sustainable." Other descriptive terms for food and beverages that generate heightened interest from Generation Z include "local, authentic, farm-raised, organic, and free-range." There is a higher percentage of members of Generation Z self-identifying as vegetarian or vegan than in previous generations, as well as interest in other types of special diets (i.e. Paleo).
Generation Z has garnered attention for its increasing reliance on snacking in lieu of traditional meals. There has been a rise in demand for convenient snacking options, such as "grab and go" offerings, easily transported snacks such as baked goods, and meal substitutes, such as fruit and yogurt smoothies. Members of this generation also increasingly expect speedy service while snacking, preferably through online ordering, mobile payments, and apps for food and beverages.
BREAKFAST FOOD AND BEVERAGE PREFERENCES
Breakfast has increased its reach in the last few years, with breakfast/morning meal visits increasing at restaurants by 5% from 2015 to 2016. Indeed, Generation Z's zealous interest in all-day breakfast offerings has, in part, driven the recent success of McDonald's all-day breakfast menu, while approximately 62% of Generation Z respondents in one survey reported they prefer to eat breakfast at non-traditional hours. Additionally, Generation Z consumes breakfast foods and beverages as mid-morning or late-night snacks, lunch, and/or dinner.
Our findings indicate that members of Generation Z are characterized as "habitual breakfast food service purchasers." It is estimated that over two-thirds of Generation Z purchase a breakfast food and/or beverage at a food service location at least once per week, and there is increasing evidence that Generation Z views breakfast as "an experience." Over one-third of Generation Z consider breakfast a "destination," versus merely a quick opportunity to eat. Almost 75% of Generation Z respondents in one survey reported a large variety of breakfast options is important to them, and 50% prefer customizable breakfast options.
Overall breakfast food and beverage trends for Generation Z have become increasingly diverse. While restaurants continue to offer traditional options, such as waffles and pancakes, non-traditional foods, beverages, and flavors have gained support from Generation Z. Below are some breakfast food and beverage options currently popular with Generation Z.
Breakfast Food Preferences
Breakfast foods that are perceived to be fresher, healthier, and requiring more preparation are expected to grow in popularity by 8% over the next five years. At the center of the trend towards fresh, healthier breakfast foods, yogurt and fruit, such as bananas and apples, remain staples of Generation Z's diet. Examples of cooked foods gaining in popularity with Generation Z due to the emphasis on food preparation are farm-fresh eggs and omelets, do-it-yourself scrambled eggs, homemade breakfast sandwiches, hot cereals, and proteins, while cold cereals are increasingly rejected as unhealthy and over processed.
While Generation Z has consistently demonstrated a commitment to health-consciousness, this generation still demonstrates a fondness for sweets, such as doughnuts, baked goods, and exciting new twists on dessert-inspired breakfast foods, such as Sonic's "pancake on a stick." Ethnic options, such as Mexican chilaquiles and Georgian khachapuri, are growing in popularity, as well as customizable, bold flavor options, such as hot sauces, homemade sauces, and sweet and savory combination foods.
Breakfast Beverage Preferences
As Generation Z's emphasis on snacking on the go continues to be an important trend, coffee shops are offering gourmet, customizable options, such as coffee, tea, lattes, and smoothies. Generation Z is the most likely generation to order bottled water, fruit juices, and smoothies for breakfast. In fact, bottled water is the top beverage purchase among Generation Z in general, with 43% consuming bottled water seven or more times per week. Iced or hot coffee was the next most frequently consumed breakfast beverage, with 22% drinking coffee seven or more times weekly.
In one study, 49% of Generation Z respondents rated coffee as their top "pick-me-up" breakfast beverage choice, while brewed tea was selected by 15% of respondents. Bottled water and soda were each selected as the top "pick-me-up" breakfast beverage by 13% of respondents. Only 8% of surveyed Generation Z students reported energy drink consumption for breakfast. It is possible that energy drinks have gained a negative connotation for health-conscious Generation Z; the top five descriptors motivating beverage purchases are "all-natural" (52% of respondents), "low calorie" (37%), "organic" (36%), "vitamin-enhanced" (31%), and "zero-calorie" (27%).
CONCLUSION
In summary, Generation Z's food preferences are driven by the increased ethnic diversity of this generation, their experimentation with new foods, an emphasis on being health-consciousness and socially accountable, and increased snacking. Breakfast foods that are popular with Generation Z include fresh eggs and omelets, hot cereals, home-cooked breakfast sandwiches and proteins, fruit, yogurt, ethnic and non-traditional foods, and convenient baked foods. Breakfast beverages that are currently popular include bottled water, hot or iced coffee, tea, fruit juices, smoothies, and customizable gourmet coffees.
Thank you for your request, and if you would like additional information on this topic or another, please do not hesitate to ask Wonder!