OK, Boomer: Survey highlights gulf between youngest and oldest consumers

Generation Z consumers are more concerned about the sustainability credentials of food and beverage products than Boomers, and find vegetarian and vegan products more appealing, new research shows.

PR company Ingredient Communications surveyed 1,000 adults in the US and UK. A third of those aged 18-25 (34%) said they consider it ‘very important’ that a product is made sustainably, compared with 18% of those aged 65 and over.

Meanwhile, 38% of 18 to 24-year-olds said they find vegetarian claims on products to be ‘very appealing’ and 33% said they feel the same way about vegan claims. However, only 6% of respondents aged 65+ said they find vegetarian claims ‘very appealing’ and just 3% said the same about vegan claims.