Shaping the Bakery Landscape: Gen Z's Impact on Trends
The emergence of Gen Z, those born between 1996 and 2020, is significantly shaping the food and beverage industry, with a notable influence on the bakery sector. As this generation, known as digital natives, navigates a world marked by the digital age, climate change, and global crises, their consumer preferences are leaving an indelible mark on the market.
Despite facing challenges like supply chain disruptions and escalating living costs, the bakery sector, particularly in sweet treats, continues to thrive. The 'lipstick effect,' where consumers seek indulgence even during economic downturns, is evident, making products like doughnuts perennial favourites.
A Shift Towards Healthier Options
One of the prevailing trends driven by Gen Z is a heightened focus on health. In response, innovative brands such as Jnck Bakery are pioneering products with significantly less sugar, increased protein, added fibre, and reduced saturated fat.
Jacqui Passmore, marketing manager UK and Ireland at Dawn Foods, notes that younger consumers desire indulgence with a health-conscious twist, seeking products with added fruit, fibre, or protein to alleviate guilt.
Beyond healthier formulations, there's a growing trend of incorporating beneficial ingredients into bakery items, such as bread, to enhance both texture and health benefits.
Prioritizing Planetary Health and Sustainability
Gen Z is expanding the concept of health to include planetary well-being. Passmore observes a heightened awareness among younger consumers regarding how their food choices impact personal health, community, and the planet. This shift is leading to a greater emphasis on sustainability, with a move towards locally sourced ingredients and efforts to reduce the carbon footprint.
Julie Telfer, NPD manager at Silvery Tweed Cereals, notes a notable shift towards locally sourced ingredients and a conscious effort to minimise environmental impact. Brands are responding to this demand by incorporating sustainable practices into their production processes.
Social Media's Influence on Aesthetics
The pervasive influence of social media on Gen Z is undeniable. The need for validation on platforms like Instagram has amplified the importance of visual appeal in food. Aesthetics now play a critical role in attracting younger consumers, as the trend of 'eating with the eyes' gains prominence.
Social media-driven trends have given rise to hybrid products that not only captivate visually but are also ideal for sharing on social platforms.
Nostalgia and Evolving Flavour Preferences
Nostalgia remains a potent flavour trend for Gen Z. The desire to blend tradition with innovation has led to a surge in products that reimagine traditional items with a modern twist. Consumers are increasingly open to experimenting with familiar flavours but with a contemporary flair.
While social media trends often drive the demand for unique and quirky products, larger manufacturers face challenges in replicating these short-lived stunts due to time constraints, regulatory compliance, and production costs.
As Gen Z continues to exert its influence on the bakery sector, brands must navigate a delicate balance between meeting the demands of a health-conscious, socially aware generation and the practicalities of large-scale production in an ever-evolving market.
