Convenience generations: major impact on the food market

Compared to the Millennium, Generation Z is even more food-minded, and eating outdoors is even more self-evident for this generation, according to the FSIN FoodShopper Monitor 2020. We will give a small summary of what is described in the report.

Biggest Spenders

There are approximately 4.7 million Dutch adults under Generation Z (born between 2000 and 2015) and the Millennials (born between 1980 and 1999). These two groups together form the 'Convenience Generations'. The food market can expect a significant boost from these two generations until 2030. The Millennials are already spending more on eating outdoors than all the older generations combined. With the growth of Generation Z, this impact on the food market will increase further. FSIN expects that the share of the two Convenience Generations in total out-of-home spending will increase to 65% by 2030.

Generation Z eats outdoors more often than the Millennial

Although the two Convenience Generations have a lot in common, there are clear differences. Generation Z goes out for dinner more often than the Millennial. We can call them the first out-of-homegeneration. Eating out is a social event for Generation Z, young people like to have dinner in company. 

Generation Z is forced to spend the money wisely for out-of-home consumption. They go to strong, recognisable discount formulas and often eat at all-you-can-eat restaurants. A special role in the choice of a restaurant is the (online) menu. Women in particular often look in advance at what is on the menu. Generation Z does not see fast food as eating out, but as a moment to enjoy. 

At-home

We now know that Generation Z are real foodies, instagram is full of food photos. A visit to the supermarket is often seen as a trip. For them, the experience while shopping is therefore very important. In supermarkets, Generation Z opts for mental convenience, time savings and enjoyment. The products and dishes are usually bought for the next few hours. The purchase of weekly groceries is hardly ever done any more. By postponing grocery shopping, ready-made meals are on the rise. However, the manufacturers are still confronted with the fact that these meals are considered unhealthy and less tasty than home-cooking.

Residents are more likely to opt for ready-made meals

Healthy eating is important for Generation Z, but at the same time they experience it as stressful, because it takes more time. In times of hustle and bustle, Generation Z quickly chooses for an unhealthy meal. Sustainability is not the first priority for Generation Z, they believe that government and supermarket should take the lead and steer towards healthier and more sustainable choices. Meat is still on the menu for this generation. Only 5% of Generation Z is vegetarian. The percentage of flexitarians is 20%.