National brands are favored, pleasure is king, health is the trend, and convenience is the key

The Z generation group, born between 1995 and 2009, numbered about 260 million, accounting for about 19% of the country's total population

Home, convenient, good-looking, domestic products

The demands of Generation Z to eat are increasingly diversified

The report provides insights into the consumption of food and beverages by the Gen Z group

With ample budget, Gen Z's enthusiasm for food and beverage consumption has been further ignited

Trying new things, Gen Z embraces new categories and new domestic brands.

Not only new categories, but also Gen Z also poured their enthusiasm into new domestic brands

Taking all aspects into consideration, the food and beverage consumption of Gen Z covers functional needs and emotional demands For Gen Z, the demands for food are increasingly diversified

Convenient and ready-to-eat, home-based scenarios have spawned new demand for food and beverage consumption in Generation Z The epidemic has accelerated the arrival of the "home-based economy" era

Good-looking and eye-catching, Generation Z is more likely to be moved by food and beverage products with a strong sense of design

The data shows that, compared with non-gen Z, the respondents of Gen Z have a clear tendency to "beauty control".

Find the right people, places, ways and make connections

Communication with Generation Z requires precise "planting"

For Generation Z, who is chasing trends and new products, and has requirements for appearance and appearance, it seems that food and beverage brands have a hard time grabbing their attention, and cultivating their brand loyalty is a long way to go

Find the right place, the video platform is the distribution center for the Z generation to obtain food and beverage information.

Find the right person, excellent content creators are "grass" and translators.

Find the right way, start with the content that Gen Z is interested in and their favorite IP Finding the right place and people does not mean that food and beverage brands can take it lightly, and if they cannot find the right way, they will get twice the result with half the effort

In addition to starting from interest, IP that integrates creativity and emotional connection has attracted the love and attention of a large number of young people, and has gradually become an important contact point for brands to attract Generation Z consumption

(Yu Le)

"China Food News" (August 12, 2021 02 edition)

(Editor in charge: Luo Chen)