SCOTTSDALE, AZ – Younger generations may know may things that surprise us, especially in technology, but we should also be surprised about what they don’t know.
For instance, “The sea buckthorn berry, Gen Z knows this, but they don’t know about the Bartlett pear or beefsteak tomato,” said Colleen McClellan, director for Datassential, at the Produce For Better Health Foundation’s annual conference April 25.
She presented many data points that may surprise produce marketers and health professionals, but we should all get to know what consumers know better and not make assumptions about them.
First, of all the demographics that shape consumers, the ones that most likely group them compared to others are their ethnicity and what generation they’re in.
“While 49 percent of millennials describe themselves as ‘foodies,’ the younger generations know far less than we think,” McClellan said.
There are data points that should make produce marketers optimistic.
Consumers’ passion about their likes and dislikes in the produce department are stronger the younger they are, she said. Because of this, we’re seeing a shift in food trends to people eating what makes them feel good and benefits them personally.
McClellan said this should lead to more personalization of food, which could stress the produce supply chain if it turns out there’s much more demand for certain varieties or items.
Datassential also follows menu trends and shared the following 4-year growth trend lines for vegetables and fruit.
Vegetables:
Heirloom carrots +256 percent
Elote +223 percent
Shishito Peppers +159 percent
Heirloom tomatoes +112 percent
Kale +110 percent
Golden beets +103 percent
Fruit:
Stone fruit +137 percent
Prickly pear + 95 percent
Blood orange +65 percent
Watermelon +56 percent
Nectarine +49 percent
Passion fruit +44 percent
