NEW ORLEANS — Every generation has shopping behaviors that set it apart from others, but there are also a few habits that brands can rely on to reach consumers of all ages. That’s not necessarily true with Gen Z (ages 12-27), a group that’s flipping the script on shopping for perishables, including baked goods.
In their presentation, “Capturing the Gen Z Fresh Spend,” during IDDBA 2025, held June 1-3 in New Orleans, Colleen McGinnis and Monica Burton, the directors of SMB sales and client development, respectively, for NielsenIQ (NIQ), provided insight into how brands can capitalize on this specific generation’s unique fresh food shopping trends.