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March 15, 2019

Time for drinks companies to switch from Millennials to Generation Z – research

Brand owners will need to keep up with the endless list of food and drink 'I wants' in order to connect with Generation Z consumers determined to express themselves through what they buy, according to the latest report from FUTURES, the new insights service from just-food and sister site just-drinks. 

By Leonie Barrie

Brand owners will need to keep up with the endless list of food and drink ‘I wants’ in order to connect with Generation Z consumers determined to express themselves through what they buy, according to the latest report from FUTURES, the new insights service from just-food and sister site just-drinks. 

Free Report
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How is technology having an impact on Consumer buying behavior?

As the world rapidly becomes more connected, it is important for brands to understand the impact that improved technology is having on consumer purchasing behaviors. To react effectively, brands must know how to engage with increasingly digitally savvy consumers. GlobalData’s latest Trend Tracker report provides an analysis of Digital Lifestyles – one of GlobalData's top consumer trends for 2022. The report includes an overview of how digital lifestyles are evolving, including the significant impact that the COVID-19 pandemic had on accelerating digitalization, and how this trend is emerging across different Consumer sectors. Key features included in the report:
  • A breakdown of the trend’s prominence across sectors
  • Insights into consumer online penetration, preferred electronic devices and engagement
  • The key drivers and challenges impacting the digital lifestyles trend
  • A spotlight on key innovations set to reshape the consumer landscape
  • Analysis of what’s next for digital innovations and how brands can leverage the trend
Download this report to keep in touch with the more digital consumer.
by GlobalData
Enter your details here to receive your free Report.

Connecting with Generation Z‘, which has been published today, has found that digitally-savvy, politically aware and control-orientated ‘Gen Z-ers’ are using their spending power and access to information to buy from companies that make a positive social impact. Generation Z is defined as people born from the mid-1990s to the early 2000s.

“Having never known a world without iCloud, iPlayer and iPad, it comes as no surprise that Gen Z-ers, also known as the ‘iGeneration’, are backing ‘i’ when it comes to investing in their own choices, making an impact, and being individualistic,” said FUTURES editor Lucy Britner. “This is why food and drinks companies need to consider everything from collaborating with tech companies and examining the place of influencers, to looking at environmental credentials, in order to engage with the iGeneration.

“As Gen Z enters the workforce, becomes old enough to drink and enjoys increased spending power, drinks companies will have to shift their Millennial mindset to make way for a very different set of priorities.”

Key features in the report include megatrends driving Gen Z behaviour, a focus on Gen Z in China from experts at marketing specialist Hot Pot, an examination of Gen Z in the workforce from executive coaches at The Preston Associates and seven things food and drinks companies can start to do now.

Launched in October 2018, FUTURES focuses on the key trends that threaten to disrupt the food and drinks industries – from new technologies to changes in consumer behaviour – and provides insight into how businesses can respond. Previous reports have examined the growth of autonomous grocery delivery, exploring the world of cannabis in food and drinks, the war on plastic, the future of personalised nutrition, and the rise of smart technology.

Visit the just-drinks FUTURES microsite to download this report  – and the previous five – for FREE.

Related Companies

Free Report
img

How is technology having an impact on Consumer buying behavior?

As the world rapidly becomes more connected, it is important for brands to understand the impact that improved technology is having on consumer purchasing behaviors. To react effectively, brands must know how to engage with increasingly digitally savvy consumers. GlobalData’s latest Trend Tracker report provides an analysis of Digital Lifestyles – one of GlobalData's top consumer trends for 2022. The report includes an overview of how digital lifestyles are evolving, including the significant impact that the COVID-19 pandemic had on accelerating digitalization, and how this trend is emerging across different Consumer sectors. Key features included in the report:
  • A breakdown of the trend’s prominence across sectors
  • Insights into consumer online penetration, preferred electronic devices and engagement
  • The key drivers and challenges impacting the digital lifestyles trend
  • A spotlight on key innovations set to reshape the consumer landscape
  • Analysis of what’s next for digital innovations and how brands can leverage the trend
Download this report to keep in touch with the more digital consumer.
by GlobalData
Enter your details here to receive your free Report.

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