The Influence of Desserts: A 2018 study by The Center for Generational Kinetics for The Hershey Company reveals that quality desserts hold a significant allure for younger generations. Gen Z and millennial consumers exhibit a strong affinity for desserts, often considering them a key factor when choosing dining destinations.
Key findings from the research include:
- 87% contemplate indulging in dessert at least once daily.
- 76% regard dessert as indispensable for special occasions.
- 47% have a preferred restaurant solely for dessert outings.
- 55% of Gen Z and 54% of millennials are inclined to select items featuring recognizable branded ingredients.
Social media emerges as a potent platform for engaging Gen Z consumers, who actively engage with dessert-related content across various channels. Desserts rank as the top food category for social media sharing, with 46% of Gen Z individuals currently having dessert photos on their phones. Branded dessert advertisements, alongside food videos on platforms like YouTube and images on Instagram and Snapchat, command their attention.
Moreover, today’s youth, the most diverse in US history, are exposed to a wide array of culinary influences from an early age. Parents are fostering adventurous palates among their children, with 36% of US parents noting their kids’ enjoyment of international foods. This trend extends to Gen Z’s consumption habits, as they embrace emerging international cuisines and seek culinary inspiration from social media.
Jenny Zegler, associate director for Mintel Food & Drink, highlights the impact of this trend: “Generation Z is America’s most diverse generation yet. With exposure to international foods starting at an early age, whether in restaurants or at home, Generation Z is more likely to be open to the latest international food trend or innovative fusion creation. While restaurants remain the most common points of discovery for international cuisine, younger consumers’ exposure to a range of cuisine types creates opportunities for brands to offer more authentic and hybrid flavors.”