Generation Z consumers, individuals born from 1997 to 2012, on average are demonstrating different preferences than older consumers.
Field Agent conducted a mobile phone survey of consumers; 775 were 18-22 years old and 1,303 were 40-60 years old. The 40-60-year-old age range was selected to roughly correspond to the age of the Gen Z survey participants’ parents.
Survey participants were given a list of 121 popular grocery categories ranging from eggs to seasonings. They were asked to identify three categories they would be most likely to splurge on, because quality is relatively more important. They were also asked which three categories they would be most likely to skimp on, because quality is relatively less important.
Field Agent reported the top five “splurge-worthy” and “skimp-worthy” categories for each age cohort. Eggs didn’t make the list of the top five splurge-worthy categories for either Generation Z or the 40-60-year-old groups of respondents. Eggs were ranked as the fifth most skimp-worthy category by Generation Z respondents, identified by 28% as skimp-worthy. Eggs didn’t make the top five skimp-worthy list for the older respondents.
The American Egg Board reports that 94% of U.S. households purchase eggs. It is safe to say that eggs are considered to be an inexpensive staple by just about every non-vegan consumer in the U.S. This survey data suggests that a sizable group of Generation Z consumers, a tech-savvy age cohort that is supposed to care more about how animals are raised, the environment and many other causes, might decide to skimp on egg purchases in favor of splurging on something else. This could mean that they would be more likely to buy less expensive cage-produced eggs or skip buying eggs entirely, rather than pay more for cage-free or other specialty eggs. The result that the group representing the parents of Generation Z aren’t likely to splurge or skimp on eggs also suggests that, barring legislation, specialty eggs will remain niche products.