Generation Y Rewriting the Rules on How to Eat
Feb 03 2009
Retail Wrap >>

Generation Y is rewriting the rules about food and eating in the U.S., according to the ‘How Gen Y Eats Culinary Trend Mapping Report’ from the Center for Culinary Development (CCD) and Packaged Facts. These 75 million young consumers, between 13 and 28, grew up with habits and expectations about food formed during decades of unprecedented tech innovation, consumer choice and exposure to global cuisines. 

Consequently, this mega-consumer group will be demanding updated food and beverage choices. Food marketers without a laser focus on this demographic, the report warns, will need to play catch-up. Fast.

"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," says Kimberly Egan, CEO of CCD.

The report provides a 360-degree portrait of Gen Y's eating habits, such as how they are:

• happy in the ‘Third Place’*
• 'Planet Savers’
• ‘Thrill Aficionados’, craving heightened eating experiences, like intense, layered and global flavours.
• ‘Mashup Artists’, needing to customise food, tweaking it to be as individual as they are.
• They seek out authentic 'Kewlness.'
• As ‘Gen Wired’, they use cell phones to order organic veggie take-out, download recipes on mobile devices and forge food subcultures online.
• And don't underestimate how health-savvy they are, thanks to nutrition-minded Boomer parents.

How will this affect other generations? Foods developed for Gen Y will also find a market with Boomers and Gen Xs, whose adventurous tastes, wired lifestyles and desires for customisation are evolving along with Gen Y's.

*A place other than home or work where a person can go to relax and feel part of the community.

Adapted from Source: www.msnbc.msn.com, 16 January 2009