Food & Drink International - Spring 2017 Volume 1 - 8
>> Being the "first" to experience something is key.
Z and millennials feel like they are
in-the-know, part of a special club,
bestows a flattering label on them
and helps contribute to shaping their
identity through social media, then
even better," Pogue says.
Understanding your target audience
when it comes to deciding on product,
packaging, flavors and overall experience will help brands succeed in the
new food industry. For example, older millennials think more about health
and the eating habits they are passing
down to their children, Sadler says.
The generation is also interested
in authentic ethnic flavors and unique
foods. Thirty percent of millennials
consider more upscale, gourmet-like
flavors and items important when dining at a fast-casual restaurant, according to Mintel.
"This audience values these attributes because they remember when
there were fewer food options and
when the American palette was generally less complex," Sadler says. "It's
easy to forget that many of today's
popular foods, like sushi, were not
mainstream 20 years ago."
Generation Z takes a proactive
approach to health and well-being,
Sadler says. "When making selec-
>> Brands can succeed by understanding their target audience when it comes to product, flavors and packaging.
tions, they're more likely to ask questions like, 'Will it give me energy? Improve my workout? Help me relax?'"
he explains. "This has led to the
growth of superfoods, such as acai
bowls and green juices. Its common
to see brands market these items with
names like 'recover,' 'energize,' 'immunity' and 'focus.'"
Attention to detail not only in the
food & drink international * spring 2017 volume 1 * www.fooddrink-magazine.com
food, but also in the décor is vital. Everything is fair game when it comes to
a photo shoot.
"If the style of food matches the
environment it becomes part of the
story and reinforces the restaurant's
brand," Sadler explains. "Food blogging now rivals style and fashion
blogging, and it can be seen as more
relatable and accessible."