Technomic Inc. 2016 Canadian Generational Consumer Trend Report reveals emerging generational preferences and opportunities in foodservice
CHICAGO, July 22, 2016—Younger generations (Generation Z and Millennial) will lead vastly different lifestyles from their predecessors, particularly when it comes to foodservice consumption behaviour. These consumers are more ethnically diverse, have been exposed to a wider variety of cuisines at youth, and have grown up more reliant on foodservice than members of Generation X and Baby Boomers. Technomic recently examined Generation Z, Millennials, Generation X and Baby Boomers to understand how the Canadian foodservice landscape will evolve as younger generations’ spending power grows. But though a strong presence among younger generations will be essential for success, operators and suppliers must also engage Baby Boomers who still comprise the largest share of Canada’s population.
“In order to stay relevant to specific generations without alienating others and still appeal to a broad base, it’s essential to understand not just generational differences, but also the similarities.” says Kelly Weikel, director of consumer insights at Technomic, Inc. “Seasonal menus and LTOs, for example, enable operators to appeal across groups — these options provide exciting new dishes for younger generations who want to experiment with new foods, flavours and create unique experiences, while allowing them to maintain a familiar menu for older generations who tend to look for their tried-and-true favourites.”
Using actionable data from 1,150 consumers aged 13—70, as well as Technomic’s exclusive Knowledge Center, the 2016 Canadian Generational Consumer Trend Report serves as a guide for foodservice operators and suppliers to understand generational similarities and differences. Expert insights in the 2016 Canadian Generational Consumer Trend Report identify key areas of opportunity to capitalize on consumer trends.
Key takeaways and opportunities from the report include:
- Generation Zers’ (aged 13—23) will increasingly seek new flavours as they gain independence and are exposed to a wider variety of ethnic cuisines
- Millennials (aged 24—39) and Gen Xers (aged 40—50) currently drive interest in ethnic flavours
- Some Baby Boomers (aged 51—70) are reaching their peak earning potential while others have retired and are living on fixed incomes. While they share similar food preferences, they seek different price points
The 2016 Canadian Generational Consumer Trend Report is one of many topics in Technomic’s Consumer Trend Report series offering the most current analysis, insight and opportunities to help grow your business. Our best-in-class intelligence combines 50 years of foodservice expertise with critical findings from more than 7,000 menus per year and nearly 30,000 annual consumer interviews.
Technomic publishes a complete library of Consumer Trend Reports. To learn more, please visit Technomic.com or contact one of the individuals listed below. For Technomic updates, please follow us on Twitter, LinkedIn or our blog.
Technomic Inc., a Winsight company, delivers a 360-degree view of the food industry. It impacts growth and profitability for clients by providing consumer-grounded vision and channel-relevant strategic insights. Its services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Its clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit Technomic at technomic.com.
About Winsight, LLC
Winsight LLC is a recognized leader in business-to-business media and information services for the convenience-retailing, foodservice and grocery industries. Winsight has an extensive media portfolio, including five publications: CSP, Restaurant Business, FoodService Director, Convenience Store Products, and Winsight Grocery Business. Winsight also offers a suite of digital products, including websites, e-newsletters, webinars, video products, mobile and tablet apps, and custom marketing solutions. In addition to more than 12 major EduNetworking conferences and advisory meetings, Winsight also produces seven exclusive, large-scale executive-level conferences: Restaurant Leadership Conference, Global Restaurant Leadership Conference, Outlook Leadership Conference, Convenience Retailing University, FSTEC, MenuDirections and Restaurant Directions. In 2015, Winsight acquired Technomic Inc., a provider of primary and secondary market information and advisory services for the food industry. For more information on Winsight and its brands, go to www.winsightmedia.com.