Gen Y consumers grew up with more choices when it came to places to buy food, types of cuisine and access to technology. Today, those consumers, now between the ages of 13 and 28, are in the process of creating a whole new set of rules about eating and food.
According to How Gen Y Eats Culinary Trend Mapping Report from the Center for Culinary Development (CCD) and Packaged Facts, food marketers need to focus on what drives these consumers to buy... and fast. If not, they'll be off to some other brand or eating establishment not only taking their purchases with them but also those of elder generations.
"Generation Y has a game-changing approach to food consumption that will definitely affect how other demographics, including Gen Xs and Baby Boomers, shop and eat," said Kimberly Egan, CEO of CCD, in a press release.
Gen Y consumers, according to the report, are health-conscious largely because of the influence of their Baby Boomer parents. They are also "Thrill Aficionados," according to the study, "craving heightened eating experiences, like intense, layered and global flavors."
These consumers have also been dubbed "Mashup Artists," because of their desire to "customize food" to meet their individual needs.
Discussion Questions: How do you think Gen Y consumers are influencing food and how we eat today? What will the eating behaviors of Gen Y consumers mean for companies in the food business in years to come?