My babies aren’t babies anymore. Those girls (twins!) who made me a mom just over 18 years ago are all grown up, and in a few weeks will be high school graduates. People often tell you when you become a parent that the days are long, but the years fly by. Truer words were never spoken.

My daughters will enter the “real world” as equipped as any young person when it comes to life skills. They have been largely raised by me alone and, frankly, they had to be independent at a young age. They know how to make appointments for themselves. They have held jobs. As digital natives who spent a considerable amount of the last two years learning virtually, no app, platform or technology even phases them. They can even manage to sustain themselves with food.

Prior to COVID, I would have been more worried about that last sentence. I would have really been worried that they might only be able to survive on takeout. But we had this amazing opportunity to spend a lot of time together and to cook together last year during the quarantine. Now, I feel like they at least could make a few things. If only they can figure out what to buy. Regrettably, they aren’t alone in this challenge.

Shopping the meat case perplexes many consumers. Where do I find the pulled pork? What about the carnitas? Why aren’t the pork chops all the same color? What if I’m cooking for myself and all I can find are big pieces of meat? Why does some packaging make the product look fresher? Who can I ask for help if there is no meat counter? And even if there is a meat counter, what if I feel silly asking all these darn questions?????

I spend a lot of time thinking about these questions at work, and I’m sure it drives the girls nuts when I use them as a mini-focus group for my theories. After all, they aren’t quite yet thinking about cooking their own meals day in and day out. They will have a meal plan to sustain them for at least their freshman year. After that, possibly roommates with whom to share the planning and cooking. But every step of the way, they will be forming opinions about food and the choices they make as they start spending their hard-earned dollars. (Yes, I am counting on them being gainfully employed when they graduate … this mama has done her part!)

What do we know, generationally, about my girls and their cohorts as consumers?

Gen Z are not much like Millennials at all. They are more risk-averse, have a shorter attention span, are more private and more realistic than the preceding generation for which we have adapted many of our marketing and merchandising tactics. That same old boring meat case will not catch their attention and they aren’t likely to take risks on meat products they aren’t confident in cooking when it is one of the most expensive items on their grocery list.
They have been raised by very involved parents and, as a result, have a deep appreciation of family. They care a lot about what their Gen X parents think. I can’t remember the last time (if ever) I have heard anyone mention targeting Gen X in marketing discussions. It seems like we skipped straight from boomers to millennials. Perhaps marketing strategies directed at Gen X may also influence the future behaviors of Gen Z.
Gen Z gravitates to food choices that have fresh components, are more likely than millennials to pay more for food they perceive as healthier. They also care a lot about convenience, relying on snacks as sustenance (vs. just a treat) a lot more than previous generations. And they really enjoy experimenting with new flavors and food experiences, especially if they are “Instagrammable.”

I will celebrate sending the girls off to college in August. I might even shed a few tears. But it’s time for them to live their own lives. And it’s time for our industry to figure out how to best serve their generation at the meat case. The future is now.

My girls are ready for the world. Is my industry ready for them?

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