Rather than investing in marketing legacy brands to members of Gen Z, CPG companies are developing new ones to attract these consumers, reports The Wall Street Journal.
As part of an effort to appeal to those born between 1997 and 2012, beers are getting lighter, drinks are becoming more colorful and coffees colder, according to the report. Protein preferences have also emerged.
“Right now, a large percentage of our business is in beef,” Taco Bell CEO Mark King told investors last December, “and right now the Gen Z consumer wants chicken.”
Chicken Crispanada and Crispy Chicken Tacos are among the products that Taco Bell has tested during the last few years, with more to come, according to Global Chief Food Innovation Officer Liz Matthews.
“While we listen to all of our fans, the particular influence of Gen Z on our brand is undeniable,” Matthews said.
Marketing executives note that Gen Z has proven to be a trickier group to sell legacy products to.
That’s partly due to the amount of choice they have grown up with, said Andrew Roth, founder and CEO of DCDX, a Gen Z research and strategy firm. Ecommerce and wider variety on shelves mean they can shop for the exact brands and flavors that fit their tastes, Roth said.
“We can walk into a store and, and look up, in a matter of seconds, information and reviews about any single product in front of you,” Roth said. “It’s a different behavioral mind-set than other generations had.”
Heineken is among the brands that has started from scratch to develop a new product geared toward Gen Z. Heineken Silver is tailored to younger consumers who want a lighter, less bitter beer with fewer calories and carbs than its other offerings. Full Story (Subscription required).
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