5 Stats That Prove Gen Z & Millennials Only Eat Healthy-Ish

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Think young consumers are only eating healthy foods? Think again. Though their overall interest in incorporating healthful ingredients and meals has influenced the food industry, in reality, they’re only eating healthy-ish, and they’re fine with it…

Millennials’ and Gen Z’s interest in healthy eating is a complex one. Yes, there is no doubt that they want to eat healthy: 65% of 13-35-year-olds tell Ypulse they spend extra money to buy healthier foods, and 59% agree with the statement “I care about my health and being healthy.” As we’ve reported before, these desires are clearly at the root of the healthified fast food trend. But we’re also talking about generations that celebrate all kinds of foods, lots of it not-so-good-for-you. This is the group that lines up for cronuts, over-the-top milkshakes, and demanded that McDonald’s make their McMuffin available all day. Our Ybrands youth brand tracker shows that the brands Gen Z and Millennials trust most include Oreo, Kraft Mac & Cheese, and Hershey’s—hardly farm-to-table fare. Oh, and the biggest food trends right now according to Millennials and Gen Zs? While organic ingredients and vegan/vegetarian dishes are at the top, elaborate desserts aren’t far behind on the list, which also includes rolled ice cream and burgers.

MediaPost reported this year that food and beverage brands are struggling to understand Millennials’ confusing buying behavior, as their top food and beverage brands show indulgent treats shouldn’t be forgotten, or changed. They’re also likely confused about the fact that offering healthy fast-food options into traditionally treat-filled menus isn’t a cure-all. Case in point: the failure of the McDonald’s McWrap. The wrap was introduced in 2013 to lure in young consumers looking for healthier meal alternatives, but…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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