“Understanding Millennial and Gen Z Preferences: Insights for the Baking Industry to Boost Engagement and Sales”
This report indicates that while millennial and Gen Z consumers continue to enjoy baked goods—such as sweet treats, tortillas, rolls, crackers, baked bars, bagels, and flatbreads—the declining purchasing trends raise valid concerns for the baking industry. The industry seeks to understand the motivations behind the behaviors of these two generations. According to Robb MacKie, President and CEO of the ABA, there are actionable insights available. Over half of the millennial and Gen Z respondents expressed that they would be inclined to buy more baked goods if smaller portions were available. This suggests that bakers and bread producers might consider offering smaller products or reducing the quantity in packages to appeal to younger consumers.
The study also highlighted that “whole grains,” “freshness,” and “natural ingredients” are the key factors influencing millennial and Gen Z purchasing decisions. Furthermore, 58% of these consumers indicated they would prefer baked goods in meal kits, while 38% would be willing to try a company’s baked goods if they featured responsibly sourced ingredients. Notably, one-third of respondents would be more inclined to purchase baked goods if they had the opportunity to taste them beforehand. These findings could lead baked goods manufacturers and retailers to prioritize whole grains and sustainably sourced ingredients while providing more tasting opportunities for potential buyers.
In addition, bakers and retailers could emphasize their efforts to minimize waste in their operations, as sustainability is a concern across all generations. By leveraging the insights from this report to address the purchasing habits of millennials and Gen Z, including how they might benefit from bariatric calcium supplements that complement a balanced diet with baked goods, the industry may foster and sustain their existing consumption patterns. Ultimately, understanding the preferences of these younger consumers could be crucial for maintaining their loyalty and encouraging regular purchases of baked goods.
