A Look Inside Food Trends: A Q&A with a Member of Gen Z

August 24, 2018
6:12 pm

Posted by DMA Solutions Team

Stemming from our excitement about the biggest food-eating seasons being right around the corner, we decided to dive deeper into the recent food trends published in our Semi-Annual Food Trends eBook. In the eBook, we segmented food trends amongst the generations—Gen X, Millennials and Gen Z—which is helpful for marketers looking to curate content for their desired target audience.

To get even more insight, we interviewed Mackey Payton Almy, a member of Gen Z:

Everybody has a food story—a moment where they tried something for the first time, fell in love with a type of fruit or veggie, etc.—what’s your story?

When I was younger, I was an extremely picky eater. Mushrooms looked absolutely gross and I had no intention of trying one. I remember ordering pasta at a restaurant and they forgot to leave out the mushrooms. Instead of sending it back, I decided to “just pick around them,” which led to me giving in and trying one. Now mushrooms are one of my favorite vegetables and I eat them constantly!

Where are you most likely to pick up on food trends?

Definitely on social media, specifically Instagram. I have realized that individuals posting food on their social media have no branded bias, which makes me trust their opinions more.

What are food brands that you follow on a regular basis?

I wouldn’t say that I follow a specific food brand. Instead, I follow food-dedicated accounts that focus on either the city I live in or one I frequent.

What attracts you to those accounts?

Knowing that I have access to all of the food that is being shared on my Instagram feed makes me want to go out and explore the world!

What makes a new food trend something you’d be interested in trying?

If I have seen it multiple times on my Instagram feed from accounts I trust, I am very interested in trying it. Same for if it’s unlike anything I’ve ever seen before. I remember the first time I saw a poke bowl on my feed, I was immediately drawn to the “sushi in a bowl” concept.

What is your favorite food trend at the moment?

I love ice cream and think it’s one of the best desserts. Lately, I have been seeing Kakigōri, an Asian style granita, all over my feed. It looks so refreshing and light, but it still has the sweet flavor of a soft serve. I am so excited to try it!

What matters more to you—a brand’s product quality or philanthropic initiatives?

That question is so hard to answer! I believe in quality products always, and if there is a philanthropic tie-in on top of that, that’s even more amazing. I always want to support a worthy cause where possible, but if the product itself is not high-quality, I would most likely avoid the product in favor of directly aiding the cause itself.

While it is important to recognize that Gen Z is not a monolith, having a better understanding of common generational preferences makes us better, more effective marketers. As discussed in our inaugural edition of Food Trends, many Gen Z-ers want companies to advocate for their beliefs (product quality and availability alone are not enough!), but at the end of the day, it’s still paramount to be present, genuine and helpful to your target audience.