GEN Z TRENDS INFORM C&U SPEND
November 5, 2018
Millennials surpassed Boomers as the largest living generation in 2016, and they have dominated news cycles and influenced operator purchases ever since. However, recent data projections suggest that Generation Z will become the largest living generation in 2019 – making up 32% of the global population and nudging past Millennials at 31.5%.1 As Gen Z diners mature and continue to realize their spending power, their habits will influence the foodservice landscape more and more. On the eldest side of the Gen Z spectrum, these individuals are just finishing their undergrad degree programs. And they are making their mark on campus dining.
For C&U operators, understanding consumer demand poses a significant challenge with a profound pay-off. A staggering 79% of C&U decision-makers say that their top business challenge is determining what customers want.2 Knowing what entices the current generation of college students can inform menu strategy for the 74% of C&U operators who believe that improving menu options will drive increased sales in the future.3 Furthermore, 46% of these operators say that consumer trend data is important when deciding where to buy products for use in their operation.4 The following areas trending amongst Gen Z diners can help manufacturers guide their customers and align their offerings to operator need.
Consumer insights like these hold value for both the manufacturer and the operator. Operators who use consumer trends to drive their menu strategy will be more attracted to manufacturers who draw connections between trends and products. To explore how we use trends and insights to impact your business, contact us.
1 Gen Z is Set to Outnumber Millennials Within a Year, Bloomberg, 2018
2 C&U Pulse Report, Datassential, 2018
3 Datassential, C&U Pulse Report, 2018
4 Datassential, C&U Pulse Report, 2018
5 C&U Census: Diner’s Choice, Foodservice Director, 2017
6 FoodBytes, Datassential, 2018
7 Flavor Consumer Trend Report, Technomic, 2017
8 College & University Consumer Trend Report, Technomic, 2017
9 College & University Consumer Trend Report, Technomic, 2017
10 College & University Consumer Trend Report, Technomic, 2017
11 College & University Consumer Trend Report, Technomic, 2017
12 Global Survey of Corporate Social Responsibility and Sustainability, Nielsen, 2015
13 Global Survey of Corporate Social Responsibility and Sustainability, Nielsen, 2015
14 The Gen Z Effect, Cassandra, 2017
