For many generations, the relationship they have with food and cooking is different. For example, generation Xers (born between 1965 and 1976) seldom cook. Typically, most of this group of people grew up when food was essentially quite dull. In comparison, baby boomers (born between 1946 and 1964) love to cook. Millennials (born between (1977 and 1995) not only want to but can and do cook. Generation Z (born after 1995) believes they simply don’t have the time to cook.
Generation X has been called the forgotten generation! And have been overlooked by marketers who have tried to satisfy the baby boomers’ and millennials’ needs.
But not only is generation X important, but they are also often the bridge between the older baby boomers and the younger millennials by taking care of growing children and aging parents while still juggling their careers. Typically, generation X has a higher than average income and is more often than not college-educated.
Research suggests that One-third (33%) of Generation-X consumers have followed a specific eating pattern or diet during the past year, with the most popular being intermittent fasting (8%), clean eating (6%), gluten-free (6%), and low-carb (6%).
Generation X is a smaller generation than the one before them, baby boomers, and the one after them, the millennials. But this does not deter generation X, who appears to have a massive influence on the world by shaping the future in innovative ways. In fact, when you think about some of the big players today, such as Google, Tesla, Twitter, and WikiLeaks, the common factor is they will most likely have Generation X at the helm or in a top position.
According to a study conducted by the Bureau of Labor Statistics, generation X spends as much as one-third more money than Millennials. Generation X is busy, so they are looking for convenience a lot of the time while they are shopping, but that doesn’t mean they aren’t innovative because they are. They will likely look for ideas and recipes while they are shopping.
Generation X and food
Gen X spends a considerable amount of money on their groceries because most generation x will have families to feed. They are reaching middle age. They are health conscious but nowhere near as much as the older Baby Boomers.
Gen-X consumers seem to care about weight loss, with many believing that lifestyle factors have at least some impact on the risk of developing obesity and cancer. Nearly half say their food and beverage purchases are impacted by whether they might reduce the risk of developing diseases and other health conditions.
Surveys suggest that generation X wants either grab-and-go convenience, made-to-order or freshly prepared foods. In fact, 73% of Gen X shoppers have purchased prepared food in the last six months. Taste is what is essential to generation X. They love comfort food as well as traditional food.
Popular with generation X are foods like fried or rotisserie chicken, pizzas, burgers, and Southern cuisine. For example, Mexican, Italian, and Chinese are the most popular international cuisines.
Gen Xers are more likely to purchase premium foods. They like quality, and consider that fresh is best, and as such, this is very important when they shop. Almost twice as many Gen Xers say they would be willing to pay extra for fresh foods and beverages than most other generations.
Other things that seem to trend well with Gen Xers include “authentic,” “homemade,” and “organic” foods.
When Gen Xers eat out, they want to know that someone is cooking their food from scratch with fresh ingredients in the back of the house and that it will be delicious.
They look for foods and ingredients that deliver health benefits such as aiding sleep, stress, and energy levels. Therefore, foods like – super-foods and super-fruits in smoothies, salads, and bowls appeal to them, so do ingredients like blueberries, kale, quinoa, goji berries, and watermelon.
Generation X was brought up in an era where food was typically dull but is transitioning toward healthy and tasty foods rather than foods that are mass-produced and tasteless. They want to feel good about their food choices. They aren’t just looking for a low-fat and low-sodium option or for a dish that has a heart icon next to it, they want more. Generation X wants a dish to be tasty, fresh, healthy, and functional.
Generation X has been called the forgotten generation (born between 1965 and 1976); they grew up when food was essentially quite dull. Typically, generation X has a higher than average income and is more often than not college-educated. Generation X is busy, so they are looking for convenience a lot of the time while they are shopping. They spend a considerable amount of money on their groceries because most generations x will have families to feed. They like quality, and consider that fresh is best. Trending well with Gen Xers includes “authentic,” “homemade,” and “organic” foods.