By 2035, Generation Z is set to become the dominant force in the consumer market, particularly within the food industry. This tech-savvy, health-conscious generation will largely dictate the standards and trends for how chicken is raised, processed, and marketed. The question is, are you ready to adapt to these changes?
Generation Z, born between the mid-1990s and early 2010s, stands out for their digital fluency and strong values surrounding sustainability and ethical consumption. Having grown up with immediate access to information, they are skilled at making informed decisions and prioritize transparency, authenticity, and social responsibility in their purchasing choices.
One of the key priorities for this generation is sustainability. They are keenly aware of the environmental impacts of food production and favor products that are sourced responsibly. For chicken producers, this means adopting eco-friendly practices, such as rotational grazing, utilizing renewable energy, and minimizing water usage. Additionally, organic and free-range farming, which emphasize animal welfare, are likely to be in higher demand. The use of antibiotics in animal farming is another major concern; to meet Generation Z’s expectations, producers will need to reduce or eliminate antibiotics, opting instead for alternative health management methods.
Health considerations also play a significant role in their purchasing decisions. Generation Z seeks products that are not only nutritious but also free from harmful additives. They prefer “clean labels” with minimal, recognizable ingredients and no artificial additives. Clear labeling indicating the absence of hormones and antibiotics is crucial. Innovative processing techniques that preserve the nutritional value of chicken while ensuring food safety, such as high-pressure processing, will be important in meeting their standards. Moreover, this generation values transparency in the entire supply chain, and technologies like blockchain can provide the traceability they seek, allowing them to know exactly where their food comes from and how it is processed.
Marketing to Generation Z requires a different approach, one that builds trust and engagement. Traditional advertising methods are less effective with this group, which prefers brands to have a strong digital presence. Utilizing social media for marketing allows for direct engagement with consumers, sharing the stories behind products, highlighting sustainable practices, and encouraging user-generated content. Collaborating with influencers who share their values can help brands reach this audience authentically, providing credible endorsements and fostering a genuine connection. Interactive and personalized marketing strategies, such as virtual farm tours, interactive cooking tutorials, and personalized recipe suggestions, are also effective ways to engage them. Additionally, Generation Z supports brands that are socially responsible and contribute to the community, so campaigns that highlight charitable activities, support for local farmers, or initiatives to reduce food waste can enhance a brand’s image.
To successfully cater to Generation Z by 2035, the chicken industry needs to start making strategic changes now. This includes investing in technologies that enhance sustainability, health standards, and transparency, such as renewable energy sources, advanced processing techniques, and blockchain for supply chain traceability. It also involves training employees on the importance of these new practices and educating consumers about the efforts being made to ensure sustainability and health in chicken production. Transparent communication through various channels about farming practices, processing methods, and product benefits is essential to building trust and loyalty. Finally, staying ahead of consumer trends through continuous research and adapting accordingly will help meet the evolving expectations of Generation Z, ensuring success in a changing market landscape.
As Generation Z becomes the primary purchasers of protein, their influence will drive significant changes in the chicken industry. Those who proactively embrace their values for sustainability, health, and transparency will be well-positioned to thrive. The future is bright for those ready to meet the challenge and seize the opportunity. Are you prepared to adapt?
