Generation Z, made up of young people aged between 13 and 24, represents an increasingly interesting sample for the food industry as it now covers a good 30% of the world population and, approaching adulthood, is now degree, even in the food sector, of influencing the purchasing choices of families of origin. To understand the needs of consumers in the near future and learn about the so-called Z Diet, between 30 December 2023 and 1 January 2024 Webboh (number 1 community in Italy on the GenZ target, which has over 1.7 million users on Instagram alone) , conducted two surveys on the habits of this segment of the population and food awareness at a time of year when food risks representing more of an obsession than a need.
The data resulting from the investigation were submitted for comment to Professor Francesca Venturi, director of the master’s degree in “Sensory Sciences for healthy and conscious nutrition” which will be inaugurated on January 18th at the University of Pisa. The academic commented as follows: “The first point that I believe is worth underlining is the high need for information regarding correct nutrition expressed by 89% of users, with as many as 34% who would consider it appropriate to include education food in school programs. Another positive note is given by the very low percentage of people who regularly use energy drinks, sweeteners and snacks as meal replacements or to increase concentration. However, one cannot fail to notice an overall 32% of users who are unclear about the meaning of the Mediterranean diet.” In this context, Luigi Odello, president of the Centro Studi Assaggiatori and academic secretary of the International Academy of Sensory Analysis, sees in the survey data a great opportunity for society in general and for food companies: “Given the proverbial curiosity of the generation “It would be sufficient to use sensory sciences – underlines Odello – to create a food culture, obviously using the appropriate tools and communication channels used by these young people. The creativity of the proposals also counts, for example our Sensory Communication Workshop was born with the ‘goal of making the aroma smell where it isn’t present (on the web, for example) by arousing curiosity and leading people towards qualifying, however playful, experiences.’
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