Gen Z consumers are trend creators who define what markets should be provide. They welcome positive engagement with companies and seek new experiences.

Whether you pour it, spread it, slice it or spoon it—plant-based dairy options are making inroads in consumer kitchens. Retail 2021 data from the Good Food Institute and SPINS showed plant-based milk category sales at $2.6 billion alone with one- and three-year growth figures of 4% and 33% respectively. Moreover, plant-based milks enjoyed a 16% share of market two years ago and 42% share of household penetration.

Breakfast items like cereals, omelets, and hash browns have become popular as snacks. Meeting this trend from the other direction, such comfort and enjoyment, coupled with convenience and variety, are increasingly repositioning snacks as replacements for meals. 

According to Innova’s 2022 Flavor Survey, 39% of Americans said they are most likely to experiment with flavors through sauces, seasonings, and toppings. These categories rank ahead of others such as bakery, soup, desserts and ice cream, cheese, savory snacks, and more.

Last year saw The NPD Group, Chicago, share two consumer insight studies with implications for prepared meals and entrees. In its June “Future of Dinner” report, NPD said at-home dinner consumption still remains higher than pre-pandemic levels.

IRI, 210 Analytics and Marriner Marketing joined forces to study meat department sales and trends. In an end-of-year review, 210 Analytics President Anne-Marie Roerink noted that department sales have increased more than $9 billion between 2018 and 2022. Moreover, sales reached a record high of $87.1 billion, up 5.8% from 2021 levels.

Per the Innova Database of new products, snack bar new product introductions (cereal and energy bars) grew more than 6% while cold cereal launches expanded by more than 2% during the first 11 months of 2022 versus the same period in 2021. Hot cereal launches declined by around 10% during the same period.

Circana™ is as leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, Circana provides clarity that helps clients take action and unlock business growth.

Innova Market Insights’ 2022 Snacking Survey found that more than 54% of Americans say they snack two or more times a day. Nearly one-fifth of Americans say they snack four or more times a day.

Gen Z is the most racially and ethnically diverse generation, too. According to Pew Research, Gen Z represents the leading edge of the country’s changing racial and ethnic makeup – with 52% non-Hispanic White, 25% Hispanic, 14% Black, 6% Asian and 5% a different race or two or more races. The US Census Bureau projects that by 2026, the majority of this generation will be non-White.