Adults under age 40 are especially prone to value healthy, premium, and fresh foods, including organic produce and meat.

“Each year, our team of registered dietitians, nutrition experts and consumer researchers takes a look at what we can expect in the coming year,” Joseph Clayton, president and CEO, said in a statement. “In 2020, we predict that topics surrounding sustainability, alternative foods and healthy diets will move in some unexpected directions.”

Millennials, born 1981-1996, are the top consumers of plant-based meat alternatives, finds the NPD study. This generational group has adopted plant-based meat alternatives as a way to indulge sensibly, while addressing long-term health goals and animal treatment concerns.

One trend that emerged from the survey is that of "better informed purchasing decisions." A majority of millennials want to know where their food comes from and how it is sourced. Transparency in food sourcing is important to more than 65% of millennials, particularly for fresh meat and seafood.

While soy protein and beverage consumption has risen among millennials, industry trends among all age demographics show potential for market growth as consumers prioritize healthy food choices and sustainably produced foods. The plant-based foods category grew by 20% between 2017 and 2018, outpacing sales of all retail foods by 10-times.

New research from Innova Market Insights identifies key characteristics and differences among Generation Z, Millennials, Generation X and Baby Boomers and the way that holistic nutrition approaches can be tailored to these generational groups.

The meal kit industry is arguably the best example of a food industry segment that’s making it easier for adults to start cooking more at home again.

Survey data published in the report reveal that as of 2018, in terms of the three main meals, a far higher share of adults consider breakfast to be the most important meal of the day compared with lunch or dinner.

Generation Z, or those under 25, spent a relatively equal amount on food at-home vs. away-from-home, while that gap widened in older generations.

An increasingly adventurous consumer creates opportunities for bolder, unconventional flavors and novel varieties that bring an element of surprise and the potential to create a social media buzz.