Generation Z comprises the children of Generation X, and they take on a lot of the same traits, although they have plenty of nuances all their own! They are raised to be independent, educated, questioning, and open-minded. They are the most diverse generation, with only 52% identifying as non-Hispanic whites, and the most educated, with nearly 60% enrolling in college (that’s compared to 53% for their Millenial counterparts¹ . They are a generation that has no recollection of life without a smartphone and have grown up with easy access to the internet at all times. They tend to be progressive and pro-government (much like their millennial cohorts) and see ethnic diversity as a positive advancement.²
With a focus on education, Gen Z was poised to enter the workforce in a
thriving economy. Covid-19 changed that landscape drastically, and they, out of any other generation, were the most negatively impacted financially.³ Not only did Covid-19 take a financial toll on Gen Z, but the emotional toll also hit them hard. According to SHRM, half of employees from Generation Z felt burned out from work versus one-fourth of Baby Boomers who felt this way once work-from-home orders were in place. Gen Z may have grown up with the most digital access, but this shows they valued their in-person socialization very much.
59%
43%
25%
59% of Gen Z from 18 to 20 years old are pursuing college
48%
48% of Gen Z from ages 6 to 12 years old are racial or ethinic minorities
25% of Gen Z from 6 to 12 years old are hispanic
43% of Gen Z from 6 to 17 years old are more likely than millenials to live with a college educated parent
In 2019, Gen Z became the largest generation globally, making up 32% of the global population. They also have
the fastest-growing income, forecasted to quadruple to around $33 trillion over the next ten years. While their
size and future spending power is impressive, their desire for change stands out the most with this generation.
They are intensely focused on climate change, and this thoughtfulness influences their purchasing behavior across
multiple categories, including tech, apparel, travel, and especially food and beverage. Gen Z values access versus
ownership (think ride-sharing versus car ownership or streaming versus buying a DVD), and they hold companies
accountable for their actions as corporate citizens. They not only want to hear a company isn’t hurting the planet,
but they also want to take it a step further by asking what companies are doing to make the world better.
Why Are They Important?
Our Take
Gen Z has disrupted conventional views towards personal and corporate responsibilities, and they’re only just getting
started. They’ve challenged their generation to promote meaningful change in their everyday lives. They are
educated, diverse, open-minded, unique, and above all, they are outspoken and connected. Brands can win over
this generation by being proactive in their sustainability
Key Areas of Focus
Make it Social and Shareable
Consider Plant-Based or Plant-Forward
Keep it Clean
Younger generations like Gen Z and Millennials are especially interested in a flexitarian diet. The flexitarian diet
differs from both the Vegetarian diet and the Vegan diet in that it’s not focused on eliminating animal products
but rather finding ways to reduce them in the diet. The reasons why flexitarians reduce their meat intake vary from
health reasons to environmental and animal welfare to the desire to eat a more plant-focused diet. Gen Zers are
concerned about the environment and animal welfare and have a strong desire to make healthy choices overall, so
a flexitarian lifestyle seems like a good fit for them.
Gen Z is attracted to brands with a clean, health-conscious message. They’re comfortable with brands taking a
stand on a wide range of issues, from social to environmental to political and everything in between. Whether
your brand will take an outspoken activist approach or a more traditional silent approach is an extensive choice,
but an excellent first step to appeal to this group is simply cleaning up your ingredient statements. Look for
ingredients that are recognizable, clean, short, and sweet (or savory…you get what we mean).
Plant-Based
Clean Label (and Plant-Based!)
Social & Shareable
High Protein Cookie DoughBites with EdiSparklz®
Glanbia Nutritionals Ingredients
• BarFlex® 187: A concentrated whey protein ideal for nutrition bar, bakery, and confectionery applications
• BarPro® 292: A milk protein isolate that’s ideal for bar formulations. The unique properties of this protein allow for greater versatility in formulation, contributing to improved texture and extended shelf life.
• EdiSparklz®: Colorful toppings and inclusions that can be used in a wide range of applications. 100% edible, EdiSparklz have no flavor, no sweetness and add no calories. They are available in a wide range of flakes or shapes, and are manufactured in a full spectrum of colors including standard, plant-based and metallic colors.
Inspiration
Plant-Based High Protein Frozen Dessert
Inspiration
Oh, to be young again! Let’s face it, Gen Z still has the metabolism many of us lost long ago, but even when choosing their sweet treats, Gen Z likes to switch things up. They continue to look for more plant-forward options and still want to feel like what they’re putting in their body is good for them and will provide them with some level of nutrition. High-protein plant-based ice cream is a great treat for this crowd. It satisfies their sweet tooth, gives them that plant-forward edge, and gives them a nice boost of protein in their diet.
Glanbia Nutritionals Ingredients
BevEdge® Pea Protein: A highly dispersible pea protein with an exceptional flavor expression, particularly suitable for beverage and bakery applications. BevEdge Pea Protein is manufactured in the USA and originates from Canadian yellow peas.
BevOat™ Low Viscosity: 100% whole grain oats, de-hulled, milled, heat treated and hydrolyzed. Oats are grown under a Glanbia growing program, by Glanbia Co-op members bound by contract on rotation monitored land. The OatSecure supply chain is designed and independently validated to QAI/NSF Protocol P404 to control the risk of gluten cross contamination from cereals such as wheat, barley and rye.
Key Benefits
• High protein 16 g per pint
• Creamy texture and smoothness
• Plant-based protein source
Click Here for more information on our Gen Z concepts,
ingredient solutions, and insights.
Click Here
Healthy Aging: Section 1 Overview
Gen Z doesn’t remember a world without a smartphone. They’re completely comfortable sharing their experiences
through social media platforms, and they view social media as a way to express who they are as individuals.
Nearly 20% of US Gen Z consumers said that food is “their passion and an essential part of their lifestyle and
identity”. They’re going to want to share their food experiences through social media and connect with other Gen
Zers through food. Manufacturers can do this through bold flavors, visual experiences, or even creative packaging.
Think of how to make a product “shareworthy” without losing authenticity, and you’ll have a win with this group.
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messaging and transparent in their practices. Gen Z is comfortable with companies taking a stand on social and political issues and will support those companies financially and socially through social media. Focus on inclusivity over exclusivity, authenticity over extremism, and of course, natural over artificial.
Simpleat™ EZStrip Street Taco Kit
Glanbia Nutritionals Ingredients
Simpleat™ EZStrips: A shelf-stable, ready-to-prepare plant protein solution for culinary applications. It can be used as a ready-to-transform finished good for food manufacturing, food service, or in the consumer kitchen to produce customizable meals. This versatile product offers an enjoyable bite to plant-based meals. It can withstand heat!*
*Hot hold on a steam table at 165 degrees fahrenheit for over 120 minutes
Inspiration
Key Benefits
• No methylcellulose, carrageenan or xanthan gum required
• No GMOs or allergens
• Sustainable—pea protein uses less water