Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S....
Transcript of Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S....
![Page 1: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/1.jpg)
Discovering Gen ZDairy Trends & Innovations
![Page 2: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/2.jpg)
U.S. Generation Distribution
2
Generation Z27%
Millennials 24%
Generation X16%
Baby Boomers23%
Silent Generation10%
1996-2010 Under 21
1979-1995 Age 21-381965-1978 Age 39-50
1946-1964 Age 51-69
1925-1945 Age 70-93
Source: Nielsen Population Facts
![Page 3: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/3.jpg)
Gen Z: The Pivotal Generation
Gen Z makes up 27% of the U.S. population today and will account for 40% by 2020.
Source: Nielsen Population Facts & Datassential
![Page 4: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/4.jpg)
Mobile and Connected From BirthFirst truly digital generation
4
There’s no difference
between online and
offline – it’s all the
same.
They use social media to
amplify their IRL social
lives, educate themselves,
have fun and be
entertained.
They have never
heard of a flip phone.
Because they are so
connected to
information, they
have family buying
power.
![Page 5: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/5.jpg)
And They Are Willing to Experiment
5Source :2018 Information Resource Inc (IRI)
![Page 6: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/6.jpg)
More Willing to Pay for Health
Attributes than Any Other Generation
8
Source: Nielsen
Premium
Healthier
31%Sustainably-sourced
Compared to 29% of Millennials
and 23% of Baby Boomers.
![Page 7: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/7.jpg)
True Omni-Channel Shoppers
SECONDS 8 9SECONDS
Source: IRI Quantitative Generational Study;
December, 2017
42%
51%48%
51%
58%
49%52%
49%
0%
10%
20%
30%
40%
50%
60%
70%
Young Gen Z Older Gen Z Young Millennial Older Millennial
Preference for Online vs. Brick and Mortar Shopping(any product category)
Prefer Shopping Online Prefer Shopping in B&M Stores
And so are Millennials…
![Page 8: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/8.jpg)
Mobile isn’t just cool. It’s life.
8
98% own smartphones and they spend ~3.5 hours per day on their phone.
Source: IRI 2017 Top Trends in Fresh
![Page 9: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/9.jpg)
Eating Healthy (and delicious) Foods
• Organic holds more value to Gen Z’ers than older generations.
• They want fresh, natural foods with a variety of options.
• They want ingredients that are sustainable, healthychoices.
• They still like to indulge, but they are more aware of what is healthy and what is not.
Source: Barkley Advertising
![Page 10: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/10.jpg)
There is a Paradigm Shift Among
Gen Z on the Meaning of Healthy
From “Being Healthy” To “Being Well”
Source: IRI Growth Summit 2018 & The Hartman Group
![Page 11: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/11.jpg)
Social Experiences With Friends &
Family
11
When families and friends do come together to eat they want to maximize
the occasions with exciting and indulgent experiences.
Unusual flavors
Colorful foods
Global Cuisine
![Page 12: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/12.jpg)
Food is a Tool for Self-Expression
Source: Farm Rich
![Page 13: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/13.jpg)
Brands are Important to Gen Z, but in a
Different Way than Millennials.
2003 Vs. 2018
Millennials identified with
popular brands.Personal brand is the best way to show
the world they are unique, authentic and
praiseworthy.
Source: Marketing to Gen Z by Jeff Fromm and Angie Read
2018 IRI Quantitative General Study; December, 2017
![Page 14: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/14.jpg)
Communication through Video and
Photo
Source: 2017 IRI Top Trends in Fresh: Social Strategy and Cultural Alignment
Pivotals have never known a world without instant consumption of
snackable content, day or night.
![Page 15: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/15.jpg)
Learn from Peers Vs. Celebrities
Source: Marketing to Gen Z Jeff Fromm and Angie Read
![Page 16: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/16.jpg)
Personalization
16
Black coffee
Grande 2%
double-
blended
extra whip
extra
caramel with
java chips
caramel
Frappuccino
Source: IRI 2017
![Page 17: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/17.jpg)
Transparency in Processing Methods
and Ingredients
17
Transparency is an expectation rather than a pleasant option.
• Who made it?
• Who owns the company that made it?
• Where is it from?
• How was it produced?
• Did they treat their workers fairly?
• Can I reuse or recycle the packaging?
• What’s the environmental impact?
• Does it have harmful or unnatural ingredients?
Source: The Hartman Group 2015 Health & Wellness
![Page 18: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/18.jpg)
Quick, Convenient Options
The reason they still shop in-store? Instant gratification.
Pivotals want everything to be fast.
Source: Marketing to Gen Z by Jeff Fromm and Angie Read
61%
58%
Would choose same-day
delivery even if it meant
paying a surcharge.
Would pay even more
for one-hour deliveries.
![Page 19: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/19.jpg)
Busy Lifestyles Drive New Products
with Added Convenience
Source: Innova New Product Database 2018
![Page 20: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/20.jpg)
Health Food as A Remedy Drives New
Products with Added Nutrition
Source: Innova New Product Database 2018
![Page 21: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/21.jpg)
Experimental Food Trend Drives
New Innovative Flavors
Source: Innova New Product Database 2018
![Page 22: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/22.jpg)
Digital Trend Drives an Increase in
Social Presence for Dairy Brands
![Page 23: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/23.jpg)
Growing Dairy Categories & Sub
Categories
23Source: Midwest Dairy SWOT Analysis March 2018
• Flavored milk
• Drinkable yogurt
• Natural cheese
• Ice cream
• Butter
• Whole-fat yogurt
• Lactose-free milk
• Whole milk
![Page 24: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/24.jpg)
Connecting to Gen Z
In-Store
![Page 25: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/25.jpg)
Embrace Technology to be
Transparent
![Page 26: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/26.jpg)
Put Your Store in the Palms of Their
Hands
Source: Small Business Trends 2017
More than other generations, Gen Z is open about what they think.
40% Say they give feedback, such as
writing reviews, “very often.”
![Page 27: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/27.jpg)
Placement Outside of The Dairy Aisle
27
![Page 28: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/28.jpg)
Offer more appetizers, snack foods
and on-the-go options
Source: Upserve Restaurant Insider
![Page 29: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/29.jpg)
Add More CustomizationFor Gen Z, ages 13-18, top beverage are more personalized and not
manufactured.
Dairy Management, Inc.
![Page 30: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/30.jpg)
Cooler Signage
30
![Page 31: Discovering Gen Z - Iowa Grocers Assoc. Resource Center/Promotional... · 2018. 8. 2. · U.S. Generation Distribution 2 Generation Z 27% Millennials 24% Generation X 16% Baby Boomers](https://reader034.fdocuments.us/reader034/viewer/2022051904/5ff5e81a7e87d554213500b2/html5/thumbnails/31.jpg)
Dairy Destinations
31
• Create a memorable experience
• Inspire, Inform and Educate
• Connect with the local community
• Connect with local farmers
• A look to the future