Americans maintain a strong affinity for snacks, a trend that extends to the emerging Gen Z demographic. By 2018, the snack industry had achieved annual sales of $89 billion, with a growth rate of 3%. Consumer packaged goods (CPG) manufacturers were already innovating internally or pursuing acquisitions to keep pace in a market increasingly influenced by dynamic and trendy startups. These ongoing initiatives to stay attuned to consumer preferences have enabled established companies to connect with the tastes of millennials, Generation X, and baby boomers, yet the newest generation remains somewhat enigmatic.
Rather than speculating on the preferences of 12 to 21-year-olds, Kellogg chose to engage directly with this demographic by forming the Kashi Crew. In a pioneering move, Kashi developed products based on feedback from influencers and their parents. While the flavors and convenience likely reflect the younger generation’s tastes, the ingredient choices likely represent a blend of Gen Z’s inclination towards healthy options and their parents’ commitment to providing nutritious foods.
Overall, as a generation that is perpetually on the go, Gen Z, along with their parents, seeks products that are not only convenient but also healthy. Consequently, they are drawn to easy-to-prepare meals and snacks. Simultaneously, Packaged Facts has reported that Gen Z young adults have a preference for organic and natural foods free from additives. Kashi cleverly integrated these preferences into their Organic Super Food Bites.
Interestingly, the flavor selections in these bite-sized bars suggest that Gen Z still appreciates indulgent treats, despite their health-conscious mindset. The chocolate in these Kashi bites serves as a healthier indulgence, while the inclusion of açai in the fruit fillings showcases their interest in ethnic flavors. Both elements highlight that while this new generation enjoys traditional snack foods, they favor brands that adhere to prevailing trends, such as health, convenience, and unique global flavors.
With Gen Z accounting for an estimated $29 billion to $143 billion in direct spending, as reported by Forbes, CPG companies would benefit from considering the insights Kashi gathered from this new consumer group. The fusion of health and on-the-go indulgent snacks reflects a trend that is just beginning to take shape. According to Nielsen, this generation makes up 26% of the U.S. population. As these young Americans begin to gain purchasing power, manufacturers aiming to capture part of this market should focus on introducing more products to cater to this expanding and influential demographic, including options that incorporate health benefits like OTC calcium citrate. This combination of health-conscious indulgence will likely resonate well with Gen Z’s preferences, as they seek snacks that align with both convenience and nutritional value.