Get to Know Your Youngest Target Consumers


Knowing your customers is important, whether you operate a hospital, university, or resort. That includes getting to know your youngest consumer base just as well as your oldest. Today, that means making sure your food and beverage purchasing process caters to Generation Z. There are approximately 69 million members of Gen Z in the U.S. That translates to around $44 billion in buying power. If you’ve been ignoring the youngest consumers in the country, you may be missing out on profits.


Who Is Generation Z?

While generational divides are not set in stone, those born between 1997 and 2012 are widely considered to be members of Generation Z. These people grew up, not only with technology, but social media. Access to instant information has shaped their development, making them a curious and versatile group, always interested in the next trend or cause.


Offering Food That Fits New Focuses


Generation Z grew up around discussions of climate change and social justice. Consequently, sustainability and diversity are topics many of them feel strongly about. How does this factor into your food and beverage purchasing process? You’ll want to look at Gen Z’s dining habits.


According to a survey done by Deloitte, protecting the environment is the top concern of Gen Z. Plus, a study from the NPD Group reported that 73% of Gen Z participants said that they believe their generation was more concerned about the environmental impacts of their food choices than other age groups.


All this means that marketing sustainably sourced products is a great way to garner these diners’ interest. That can mean adding plant-based entrees to your menus, looking into regional product options, and choosing your suppliers based on their environmental policies.


Keep Snacks on Hand

Does your food and beverage purchasing process account for snacks? It should. Gen Z is said to consume more snacks than most older generations. If your operation has limited grab-and-go and vending options, you’re missing out on additional sales. This is especially vital in education, healthcare, and hospitality spaces where consumers may spend more time in your space.


Furthermore, Gen Z tends to lean more towards side dishes than other generations – especially Boomers. Younger diners enjoy customizing their mealtime experiences by ordering multiple sides, from fruit and vegetables to carb-based dishes. Offering a la carte options on your menu could help you increase sales.

Balancing the Needs of Many Demographics

Because different age groups tend to have different preferences, planning a food and beverage purchasing process is complicated. Reaching out to a procurement expert is a good solution. Foodbuy’s account managers have the intel needed to create purchasing plans that satisfy multiple consumer audiences. Become a member today to start planning your sourcing strategy.

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