Gen-Z customers and their evolving needs and preferences are a key focus for the food and beverage industry—and rightly so. Born between the mid-1990s and late 2010s, Gen-Z is one of the largest demographics in the United States, encompassing more than 68 million people. As such, they represent a huge target market for food and beverage (F&B) companies and will only become more critical to future growth as they age and gain more disposable income.
Yet connecting with this highly diverse, tech-savvy, and socially conscious age group is unlike other age groups. They share some commonalities with Millennials, such as a desire for sustainable products and custom-tailored experiences. However, Gen-Z takes these desires to another level and isn’t easily fooled by hollow marketing that’s more style than substance.