Gen Z consumers increasingly interested in new food technology

Members of Generation Z, the demographic born between 1996 and 2010, are more open to new forms of food technology – such as meat alternatives – than previous generations.

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Martinan | iStockPhoto.com
Martinan | iStockPhoto.com

Members of Generation Z, the demographic born between 1996 and 2010, are more open to new forms of food technology – such as meat alternatives – than previous generations, according to a recent study from global communications consultancy, Ketchum

The oldest members of Gen Z are set to graduate college and start jobs this year, which means their purchasing choices are becoming increasingly influential.

More than 75% of Gen Z respondents indicated they would try a food grown with technology and 71% said they were comfortable overall with the use of technology to grow food.

In comparison, only 67% of millennials (born between 1980 and 1994) responded that they would open to food technology, with only 56% comfortable with these new alternatives.

Respondents in the Gen X (born between 1964 and 1979) and Baby Boomer (born between 1945 and 1964) demographics showed the least amount of comfort with new technologies used to produce food (51% and 58% respectively). Both generations indicated slightly more interest in trying a food grown with the help of technology (67% and 58%).

Meat alternatives

Younger generations have shown greater interest in plant-based and other alternative types of meat. Predictions estimate that global alternative meat sales could reach $140 billion annually by the year 2040.

“Investments in plant-based meat companies are growing, reaching an all-time high in 2019,” Caroline Bushnell, the Associate Director, Corporate Engagement, at the Good Food Institute, said in recent webinar. "The shift to plant-based food is here to stay as the majority of consumers report wanting to reduce their meat consumption and increase their consumption of plant-based foods.”

Food eVangelists

Gen Z and millennials are more likely to be Food eVangelists, a group of influencers interested in impacting the way food is raised, packaged, and sold.

“Food eVangelists in their 20s are especially powerful, not only for purchases they influence today but also for the future generations they’ll impact,” said Kim Essex, partner and managing director of Food Agriculture & Ingredient for Ketchum.

Ketchum used Unfiltered biometric methodology – which measures changes in physical responses such as heart rate, facial expressions, and skin fluctuations coupled with in-depth interviews – to compile the data used in the study.

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