Food & Drink International - Spring 2017 Volume 1 - 8
collecting experiences >> 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- 8 >> 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."