Gen Z will soon be a powerful consumer force. Dairy processors that focus on ‘real’ food and beverages could win them over.
Generation Z has the potential to take demand for “real” unadulterated food to new heights, according to “Make it happen for Gen Z,” a 2018 report from the NPD Group, Port Washington, N.Y. Typically raised by Gen X parents, Gen Z — defined by the NPD Group as those born between 1997 and the present — boasts higher consumption rates of organic foods and beverages than any other group. Members of this demographic were taught at a young age the value of food in terms of function and nutrition — not just in terms of taste.