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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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

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