Gen X Food + Drink Trends: 24/25
Published 27 June 2024
Lauren Clark
While food and drink brands are laser-focused on the whims of Gen Z and millennial consumers, the lucrative Gen X cohort (born between 1965 and 1980) is largely overlooked and underestimated. Juggling work and familial responsibilities, this group is motivated by convenience, value, personalisation and wellbeing. Furthermore, they’ll remain loyal to brands who keep delivering.
The Prolific Gen X Grocery Shopper
Time-Strapped Culinary Traditionalists
Forever Fuel
Gen Xers globally have higher-than-average household incomes and a combined spending power of $2.4tn (Pew Research, 2023). As carers for younger and older family members, these prolific grocery shoppers are largely responsible for their household food budget. Motivated by convenience, value and quality, Gen Xers will shop in-store or online depending on mood, occasion and promotional offers.
Gen Xers globally have higher-than-average household incomes and a combined spending power of $2.4tn (Pew Research, 2023). As carers for younger and older family members, these prolific grocery shoppers are largely responsible for their household food budget. Motivated by convenience, value and quality, Gen Xers will shop in-store or online depending on mood, occasion and promotional offers.
Gen Xers’ caregiving responsibilities often include meal preparation. However, with time in short supply, this group favours meal hacks as well as comforting and classic fare. From a flavour perspective, Gen Xers don’t harbour the “wildly adventurous” palates of their Gen Z and millennial youngers, but they will stretch beyond their culinary comfort zones if the occasion warrants it.
Aligning with consumer interest in longevity, Gen Xers are pursuing healthspans over lifespans via thoughtful nutrition. As their bodies show signs of ageing, they’re drawn to products that boost physical wellbeing and ward off future illnesses. Furthermore, age-specific concerns, such as weight management, protein intake and the menopause, spin into sharper focus.
Gen X Food + Drink Trends: 24/25
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