GEN Ys ARE CULINARY THRILL SEEKERS
Gen Y Favors Bold and Complex Flavors That Transform the Mundane to the Magnificent
San Francisco, CA, January 5, 2009 – Gen Y, the largest demographic in history consisting of approximately 75 million Americans between 13 – 28 years of age, is passionate about big flavors that pack a punch. They are drawn to bold and complex flavors that turn mealtime into a culinary trip around the world. According to a recent study by the Center for Culinary Development (CCD) exploring Gen Y’s attitudes and eating behaviors, more than 50 percent eat global foods and 46 percent like to layer flavors and customize recipes. For the well-cultivated palates of this influential group, food is an adventure where unusual ingredients combine to create exotic taste sensations with each bite.
Layers of Flavors
According to Kimberly Egan, CEO/Principal of CCD, “Capturing the interest and imagination of Gen Y requires food service leaders and consumer packaged goods manufacturers to craft a heightened eating experience by using layers of flavors, unique textures or emerging global ingredients.”
Gen Ys, or Millennials, also look for ways to use varied ingredients to give old favorites a mouth-watering lift. CCD’s Gen Y study participants report that they, “...like twists on normal things...you’re expecting something familiar but sort of exciting.” Another Gen Y added, “It’s a dish you know you like, but it’s done in a way you wouldn’t do at home.”
Finding these bold flavors is part of the fun for Gen Ys. Thirty-nine percent of those surveyed said they enjoy shopping for unique foods and ingredients and 35 percent consider themselves connoisseurs of gourmet foods. Nearly one-third (29 percent) are on the hunt for foods that are trendy or different in their quest for powerful, delicious and remarkable dining experiences.
Customization is Key
“We learned that Gen Ys are not only ‘Flavor Cravers,’ but they also want to customize what they eat to make it uniquely their own,” said Kara Nielsen, CCD’s trendologist. “They get a thrill from the rush of flavor combined just they way they want it.”
According to the CCD Gen Y research, 44 percent add personal touches to the food they prepare by including unique toppings, add-ons and mix-ins, making Do-it-Yourself stations/dishes a huge favorite among this group.
For some, customization is all about satisfying cravings. For others, it gives a defining sense of self. Study participants say that customization lets Gen Ys “…get involved in the food. It lets you have the choice of what you want to use. It’s all about you.”
CCD’s Gen Y research offers insight and information that empowers both food service operators and CPG manufacturers to find clever ways to satisfy the considerable appetites of the Gen Y consumer.
About the Research
The Center for Culinary Development created customized Gen Y research and ideation methodologies in order to relate to this generation in a manner in which they are accustomed. Three research studies explored what Gen Ys crave at home or in their dorm rooms after powering up the gaming console, what they’re ordering when they go out together, and how they talk to each other about the edibles they find innovative, yummy or just plain cool. First, a quantitative online study of 1,000 16 – 28 year olds identified what drives Gen Y food and beverage choices. Then the qualitative “Gen Y Snacks and Craves Study” explored how cravings drive sweet, savory and healthful food choices. And the qualitative “Gen Y Dining Study,” co-sponsored by Dole Foods, explored Gen Y attitudes and behaviors when trying new foods and beverages at restaurants.
For more information on the Center for Culinary Development and the Gen Y research, visit www.ccdsf.com.
About The Center for Culinary Development – CCD, a full-service food and beverage development and research company that blends culinary creativity with strategic marketing expertise, celebrates 15 years of successful product innovation. Visit www.ccdsf.com, or contact Kara Nielsen at 415-693-8900 x 110 or .