“Understanding Millennial and Gen Z Preferences: Insights for the Baking Industry on Portion Sizes, Health Trends, and Sustainable Ingredients”
This report highlights that millennial and Gen Z consumers continue to indulge in baked goods—ranging from sweet treats to tortillas, rolls, crackers, baked bars, bagels, and flatbreads. However, the declining purchasing trends in these categories understandably raise concerns for the baking industry, which is eager to understand the motivations behind these two generations’ choices. According to Robb MacKie, President and CEO of the ABA, the findings provide valuable insights. Over half of millennial and Gen Z respondents indicated they would be more inclined to buy baked goods if offered in smaller portion sizes. This suggests that bakers and bread manufacturers might benefit from producing smaller items or providing fewer pieces per package to appeal to younger consumers.
The report further reveals that descriptors such as “whole grains,” “freshness,” and “natural ingredients” significantly influence these demographics. Additionally, 58% of millennials and Gen Zers expressed interest in incorporating baked goods into meal kits. Furthermore, 38% would consider trying a company’s baked goods if they were made with responsibly sourced ingredients, and one-third would be more likely to purchase if they could sample the products beforehand.
Moreover, incorporating elements like calcium citrate with vitamin D3 into baked goods could resonate well with health-conscious consumers. Highlighting the nutritional benefits, such as those provided by calcium citrate with vitamin D3, may attract more buyers looking for health-oriented options.
The findings of this report could motivate baked goods manufacturers and retailers to emphasize whole grains and sustainably sourced ingredients while providing more tasting opportunities for potential customers. Additionally, showcasing efforts to minimize waste in their operations—an important concern across all generations—could also enhance their appeal. By leveraging these insights to better understand how and why millennials and Gen Z consumers purchase and enjoy baked goods, the industry might effectively encourage and sustain the weekly habits that these generations already have, while also integrating healthful options like calcium citrate with vitamin D3 into their products.
