Voxburner’s Youth Marketing Strategy (YMS) is America’s leading youth marketing festival, offering two days of keynotes, panels, masterclasses and networking focused on the valuable, exciting 16-24 demographic.
In September 2019, YMS will return to Industry City, Brooklyn, for the 6th New York edition of the event, where speakers will include Instagram, TikTok, Disney and Tinder, with many more big names to be announced.
This will also mark the launch of our annual Youth Trends Report for 2019, showcasing and analysing the emerging trends set to define the year ahead for the youth market.
Below is an excerpt from the 2018 report, on the subject of how Gen Z’s tastes are revolutionising the food industry. The full report can be downloaded here.
Youth generations are fueling the future of the food industry. There has been a surge in young, influential self-proclaimed foodies transforming the food scene into one that’s cool, current and, to many, as important as fashion.
Our 2018 Youth Trends survey found that 60% of 16-24s would call themselves foodies, while 30% post about food on Instagram more than once a week, 35% on Facebook and 39% on Snapchat.
#foodporn has over 170m tags on Instagram, the social media app of choice for Millennials and Gen Z. And it’s not just the look of the food itself that counts: 30% of our survey respondents said interior design is extremely important to them when it comes to restaurant choices.
Instagram aesthetics were a big factor in the Millennial-focused rebrand of Häagen-Dazs, as explained by Global Senior Brand Manager Gini Sharvill in our Youth Trends podcast.
We wanted to do something where the brand could look really beautiful as well as being a functioning product.
They commissioned a unique packaging design for each of their 46 ice cream flavors.
The rise of the foodie is strongly linked to the growth of healthy and ethical eating among young consumers, with trends including veganism, gluten-free and superfoods. 24% of 16-24-year-olds buy organic and, if they don’t, 32% would consider this nourishing option.
A significant 85% feel eating healthy food is important to them. YMS18 speakers The Protein Kitchen and Ugly Drinks are among the brands capitalising on this movement with tasty yet guilt-free snacks and drinks.
So what does this mean for brands? Innovating in the health and wellbeing sector and creating on-trend products that bring a little fun to the table are smart strategies to capture the foodie demographic.
To succeed, constant research and keeping up with the latest food-related fads and hashtags on social media is vital. Savvy brands are already collaborating with young influencers dominating in this realm.