Young Consumers’ Love For Pizza Lives on For These Reasons

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

Young consumers have always loved pizza, but that doesn’t mean they don’t expect some changes from the industry. Here’s how pizza restaurants are keeping up with 13-35-year-olds’ shifting expectations…

It’s never been hard to get young people to eat pizza, and Millennials and Gen Z are no exception. Three quarters of 13-35-year-olds tell Ypulse they order pizza takeout, the majority eat it for dinner on a typical weeknight, and around four in 10 are regularly eating it for lunch. Young diners love pizza so much that the New York Post published an article aptly titled “Millennials are choosing pizza, push-ups and video games over church,” which found that young consumers are replacing typical religious rituals with exercise, multiplayer video games, and—yes—group outings to eat pizza.

But while the typical 13-35-year-old may not be praying over their pepperoni, they certainly are spending their money on it. In 2017, the U.S. pizza industry raked in $45.1 billion, according to PMQ Pizza Magazine’s annual industry report, and between 2016 and 2018, the market for pizza grew 12%. Pizza is also considered the fastest-growing segment of fast-casual restaurants—which young consumers are known for favoring—and Blaze Pizza took the title as the fastest-growing restaurant chain in the country by Business Insider.

In other words, pizza isn’t going anywhere. But that doesn’t mean that young consumers’ shifting dining habits and expectations aren’t forcing traditional pizza restaurants to change their strategies to cater to them. Now, a simple pizza joint churning out classic pies won’t cut it with the generation that expects customization, experience, technology, and high-quality food. As PMQ put it, “It became crystal clear [in 2017] that pizza consumers want their pizza the way they want it…

 
 

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The Newsfeed

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The Museum of Ice Cream and Sephora are coming together for a sweet collab. Popsicle-shaped lip glosses, sprinkle-filled brushes, and more Instagrammable products are available for a limited time. Collaborations seem to be the MOIC’s latest move to rake in revenue (they also teamed up with Target), and this one makes sense: young consumers are indulging their “treat yo self” moments with makeup, and similar products like Too Faced’s peach and chocolate-themed collections are flying off shelves. (Cosmopolitan)

Sony is debuting their own ode to retro gaming: the PlayStation Classic. Millennial geeks everywhere, rejoice. The tiny console (with mini controllers to match) will include 20 fan favorite games like Final Fantasy VII and Tekken 3. The question isn’t why Sony is doing this, it’s why more companies aren’t doing this after seeing Nintendo’s runaway success with the SNES and NES Classic. Consoles will come to shelves in early December, right in time for the holidays. (TechCrunch)

The next Netflix movie could premiere on IMAX. And It’s not just Netflix: IMAX’s CEO said “all of the streaming” giants are “in active discussions” to bring their movies to the big screen. Streaming services have shaken up Hollywood by premiering big-budget movies with A-list actors on small screens, betting that young viewers prefer their couches to theaters. But while staying in is the new going out for many Millennials, their love of experiences is also bringing back the box office. (THRThe Verge)

Some wealthy Millennials are becoming social justice warriors to make an impact with their extra resources. Members of Resource Generation give 16 times more than they did before joining up, and together they’ve raised $120,000 for an affordable housing organization, donated $135,000 to the Social Justice Fund Northwest, and much more. In our Topline on the topic, 88% of 13-35-year-olds said they think they can make a difference by getting involved. (Business Insider)

Chinese Millennials and Gen Z are turning their attention from livestreaming to short video clips. Douyin, a short video app known as TikTok in the U.S., has over 500 million monthly active users globally. It was even the world’s most-downloaded app for the first half of 2018, according to Sensor Tower, and its rival Kuaishou is racking up users too. Meanwhile, users and stock are dropping for livestreaming platforms—with the exception of esports. (CNBC)

Quote of the Day: “I once spent $30,000 in one year solely on fun things (entertainment, traveling, dining out, etc.).”—Female, 21, PA

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