Gen Z's influence on food and drink is substantial. They wield their growing purchasing power and a strong sense of financial freedom to influence current trends, especially on online channels.
"As they seek to optimize their lives, express their identities and leverage advanced technology, Gen Z are redefining expectations for food and drink brands."
Jack Doggett, Food & Drink Analyst
Gen Z’s influence on food and drink is substantial. They wield their growing purchasing power and a strong sense of financial freedom to influence current trends, especially on online channels. As digital natives, they have a deep understanding of the options that online tools can give them, resulting in intentional food and drink choices to address their specific needs.
Due to this, convenience has taken on a new meaning to Gen Z. Time and effort are highly valued; their restaurant visitation has increased partly due to their belief that a time and effort-saving experience is one worth spending money on. Functional benefits also spell value to this generation looking to optimize their lives, as evidenced by their high rates of adoption across a variety of categories. Additionally, Gen Z gravitate towards food and drink products that help them express who they are, both through casual interests and deep moral beliefs, though both need to be authentic.
As their purchasing power grows, Gen Z will reward brands that make everyday food and drink choices easier, more purposeful and more reflective of their identities.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
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When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
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Mintel gives us all that. It’s a great brand and one that is trusted by clients.
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