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AGE COhort repoRT 2015A SPECIAL REPORT INTO THE EVOLVING TASTES OF DIFFERENT AGE GROUPS AND ITS EFFECTS ON THE EATING OUT MARKET.
Millennials Generation X Baby Boomers War Babies
The ageing demographic will have significant implications for the eating out industry, with a growth in ‘seniors’ combined with declines in numbers of younger diners.
Operators who don’t account for this risk losing out.
So, to help operators tap into the opportunity, we spoke to 2,000 people across four different generations about what flavours make them tick and how that
changes with age.
Here’s a round-up of what we found. For more of the insight behind it, you can email enquiries@santamariafoodservice.com
There’s no getting away from it . We’re not getting any younger . By 2025, 23% of the world’s population will be over 65.
foURgenerAtIONs
of Taste buDS
Meet the Millennials. They’ve eaten a lot. Some of it a bit unusual. All of it with a sense of adventure. And they’re eating everywhere… at home, at work, out and about. Especially food that’s sweet, salty or sour.
MillennialsBORN BETWEEN 1980 AND 2000 AGED 18–34 Generation X
BORN BETWEEN THE EARLY 1960s AND THE EARLY 1980s AGED 35–49
Meet Generation X. Their comfort zone is way out there. They’ll try anything. And they love, love, love strong and savoury flavours.
generAtIONsof Taste buDS
Baby BoomersBORN BETWEEN 1950 AND 1964AGED 50–64
War BabiesBORN BEFORE 1950AGED 65+
Meet the Baby Boomers. This is a savoury strong-hold. They love a medium/hot curry, and are surprisingly more adventurous with hot and spicy food than any other generation.
War Babies. Lovers of classic favourites, with a home-cooking repertoire that hasn’t changed for decades. Not fans of salty and sour and wary of whether hot/spicy food will agree with them! Most likely to eat in their favourite local pub or independent restaurant.
It is a clear trend with age, consumers become more aware of what they like and less likely to choose new dishes.
So understanding the prompts and f lavour preferences is going to become more important if operators are to keep consumers happy - now and in the future.
of people like spicy food more now than they did 3 years ago.
60%
28% of Millennials like to try something new when eating out.
of War Babies say menu description is the no.1 way to encourage them to try something new.
47%more Millennials are put off trying something new because of cost.32%
37% of all respondents like bolder f lavours more now than they did 2-3 years ago.
of Millennials say recommendations and foodie interests drive their menu choices. 1/3
Did you knoW?
Lunch is the most important day-part for all generations.
Millennials eat out 3X more than War Babies.
We’ve done the hard work for you. Let us share our insight and flavour expertise
to help you to simply deliver food experiences to suit different age groups.
For more information on the evolving tastes of different age groups get in touch
with us. We’d love to hear from you!
enquiries@santamariafoodservice.com @SantaMariaFSUK