Gen Z is the super-snacking generation, a recent report has said, adding that this generation is increasing curious about sobriety and has the highest usage of low and no alcoholic drinks.
According to a report titled "The Future of Consumer Behaviour in the Age of Gen Z" by Mintel released on Tuesday (13), a quarter of Gen Z snack more than once a day, while many have little affinity for the traditional rules of three meals a day.
"Gen Z’s snacking habits represent an opportunity for brands to target them with smaller, exciting bites that are designed for different dayparts and moods. Nightfood Sleep Friendly Cold Brew Decaf Ice Cream, for instance, targets Gen Z’s ‘nighttime cravings’ and is advertised as an emotional pick me up," states the report.
Contrary to widespread assumptions, Gen Z isn’t the generation that craves healthy eating. Instead, they have adventurous palates and embrace food that stimulates their senses, partly driven by their early exposure to international flavours. Gen Z’s love of discovering new flavours is tapped into by the monthly subscription service by Universal Yams by delivering a selection of snacks from different countries.
The report adds that as of 2023, Gen Z accounts for 15 per cent of the UK population. Whether entering university, starting their first job or buying their first home, the elder half of this generation is transitioning into adulthood and consequently, their purchasing power and disposable income are poised to increase.
Compared to other generations, Gen Z has the highest usage of low- and non-alcoholic drinks peaking at 64 per cent for 18-24-year-olds.
"There is ample opportunity for the main players to create non-alcoholic products that can be consumed at various occasions such as relaxing evenings in, ‘high-tempo’ nights out and mealtime accompaniments. By investing in ingredients that deliver a calm feeling, brands can create functional drinks that imitate the feeling of the first drink, without consuming any alcohol," states the report.
Regarding skin care and beauty products, the report states that TikTok, has reshaped the way Gen Zers research, purchase and use products across the beauty and personal care industry- 69 per cent turn to TikTok for learning about beauty, and this influences their buying decisions.
For example, a single viral video on TikTok led to a complete sell-out of Maybelline’s Lash Sensational Sky High Mascara overnight, says the report.
