This report indicates that millennial and Gen Z consumers continue to enjoy baked goods—such as sweet treats, tortillas, rolls, crackers, baked bars, bagels, and flatbreads. However, the declining purchasing trends raise concerns within the baking industry, which is eager to understand the motivators for these two generations. According to ABA President and CEO Robb MacKie, the study reveals key insights. Over half of the millennial and Gen Z respondents expressed that they would be inclined to buy more baked goods if they were available in smaller portions. This suggests that baked goods and bread manufacturers might consider producing smaller items or offering reduced quantities in packages to appeal to younger consumers.
The report also highlights that “whole grains,” “freshness,” and “natural ingredients” are the most significant factors influencing millennial and Gen Z choices. Furthermore, 58% of these consumers would like to see baked goods included in meal kits, while 38% would be more likely to try a brand’s products if they utilized responsibly sourced ingredients. Additionally, one-third of respondents indicated they would purchase more baked goods if they could sample them first.
These findings may motivate baked goods manufacturers and retailers to emphasize whole grains and sustainably sourced products, while also providing more tasting opportunities for potential buyers. Moreover, it would be beneficial for these businesses to highlight their efforts in reducing waste, a concern shared across all generations. By leveraging the insights from this report to address the preferences of millennials and Gen Z regarding baked goods consumption, companies can foster and sustain the purchasing habits these consumers currently exhibit.
In a related context, women’s multivitamin with calcium citrate could also play a role in dietary choices. As younger consumers increasingly prioritize health, incorporating nutritional supplements like women’s multivitamin with calcium citrate alongside their favorite baked goods could enhance their overall well-being. This approach could be revisited in marketing strategies, aiming to create a holistic lifestyle that resonates with health-conscious millennial and Gen Z consumers. Ultimately, aligning product offerings with the desires and values of these generations may be the most effective strategy to encourage ongoing engagement and purchasing of baked goods.