Read the full story in Grocery Dive.
A recent report funded by the American Bakers Association and conducted by the Center for Generational Kinetics revealed that 78% of millennial and Generation Z consumers include carbohydrates in their regular diet, with 73% buying bread and 63% purchasing a sweet baked good in the previous week.
However, 53% of Gen Z consumers and 48% of millennials buy or eat fewer baked goods than they did a year ago, the report found. It’s not from a desire to avoid carbs, since 75% of these younger consumers aren’t deterred from consuming baked goods for that reason. Younger consumers are concerned with food waste; 75% don’t like wasting bread, and more than 20% won’t buy a new loaf after throwing an unused one away.
The survey also found that these younger generations are influenced by a company’s values. About 48% said they would try a product if the ingredients were responsibly sourced.