Generation Z (a.k.a anyone born after 1996) makes up 26% of the U.S. population and has $500 Billion in purchasing power. As Gen Z enters adulthood, it’s critical to understand how they differ from Millennials: they’re more pragmatic, more diverse, and more connected than any prior generation. The following five themes highlight what’s driving Gen Z’s food and drink purchase behavior, and how to best appeal to their unique demands.
Sources: Consumer Eyes 2019, Hartman Group 2018
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