Gen Z and Millennials Love Bread, Hate Food Waste
Forty-eight percent of millennials buy or eat fewer baked goods than they did a year ago because of associated food waste.
May 06, 2019
NAPLES, Fla.—More than three-quarters of millennial and Generation Z consumers say they include carbohydrates in their regular diet, with 73% buying bread and 63% purchasing a sweet baked good in the previous week, Grocery Dive writes. But consumption among these groups is down, according to a new report from the American Bakers Association and the Center for Generational Kinetics.
Fifty-three percent of Gen Z consumers and 48% of millennials surveyed say they buy or eat fewer baked goods than they did a year ago. Why the decline? Food waste. The report, “American Bakers Association 2019 Study: Attracting Gen Z and Millennial Customers,” found that younger consumers are concerned with food waste; 75% don’t like wasting bread, and more than 20% won’t buy a new loaf after throwing an unused one away.
So, what are bread makers to do? Consider selling in smaller portions. More than half of the millennial and Gen Z consumers say they would purchase additional baked goods if they were in reduced quantities.
Another option to attract these younger customers is to go the healthy and whole grain route. The study found that the words “whole grains,” “freshness” and “natural ingredients” draw consumers in. It may be a route for c-stores to pursue when it comes to purchasing decisions.
Younger generations factor in a company’s values into their purchasing decisions, the report notes. About 48% surveyed said they would try a product if the ingredients were responsibly sourced, Grocery Dive reports.
