Generational Dinin Trends - California Almonds

PRESENTATION BY ANDY FORD

GENERATIONAL DINING TRENDS Prepared for the Almond Board of California

Conversation Points 1. Introduction 2. Generational Parameters 3. Generational Snapshot and Trends 4. Trends and Impact on the Generations

a) Global Flavors b) New Sensory Exploration c) Power to the Plant, Seed & Almond

5. Q&A

What Everybody Wants

We may see differences between the generations but according to Technomic Inc. the “primary need states” of restaurant consumers are the same. Everybody wants:

• Affordable prices • Fresh, high-quality food • A meal and overall experience that are worth the price paid • Fast or prompt service • Accurate orders

TIME MONEY

LOVE

“Young people don't own cool, growth or innovation. Old people, are in fact a growth market, and the decision to reach one or the other should not be a zero-sum game.” Mark-Hans Richer, Harley-Davidson SVP, Global CMO

“As each Generation has progressed and become adults they found condiments/sauce that could be used as Food Repair. This made something I made or did not like taste better. For Boomers it was Ketchup. Gen X was Salsa. Millennials was Sriracha. Gen Z has yet to find one yet as they are not quite to that stage. But, that is the magic question... what will be their sauce?” Brodie Dunn Dir. Strategic Insights Core Brands Frito Lay

GENERATION Z

BOOMERS

MILLENNIALS

GENERATION X

GENERATIONAL SNAPSHOTS

Boomers

53-71 Years of age

today. Born 1946-1964

23% Of the US population

$3T In annual

purchasing power in the U.S. alone.

THE SOLID STANDARD BOOMERS

Boomers are the third largest generation – right behind Millennials. However, Boomers dwarf the other generations in terms of spending power— more than 12 times that of two groups together. Many Boomers are new empty nesters or even contemplating retirement. They have more time to sit and enjoy meals. They gravitate toward full service restaurants, but they are not defined by traditional terms. “This generation will NOT ease gracefully into the night like their predecessors... they will continue to challenge what health and value mean on the menu.” Chris Wolf Director, Innovation Capabilities & Consumer Foresight Tyson Foods • Bigger, robust flavors • Healthy ingredients and food prep • Beverage and snack services • Reward programs and social sharing

Generation X

38-52 Years of age



$736B In annual


QUIET INFLUENCERS GENERATION X We can’t underestimate the power of this smaller generation. Their quiet influence is impacting the social sphere as well as the restaurant industry. According to Technomic “Gen Xers are in the mid-life phase. They’re starting and raising families, and are looking to balance work and life. They want restaurant environments that are conducive to their kids and friends.” However, they won’t grow old like their parents before them. They like the Boomers will prioritize certain health aspects in their dining habits but will trade off for time saving elements. • A fun, upbeat restaurant atmosphere • A menu and/or ambience that’s good for

groups • Preferred beverages, including adult

beverages

Millennials

22-37 Years of age



$200B In annual


TRENDSETTERS MILLENNIALS This generation cultivates diversity and a dynamic world-view. This group contains many more Latinos, Asians, and Middle Easterners, who grew up eating home-cooked dishes that reflect their heritage. This, along with a rise in interracial marriages, a surge in TV cooking shows, and the ubiquity of Internet access, has given the millennial group more exposure to different cultures and cuisines. This group likes to take adventures both globally and with their cuisine. Dining with friends is still fresh and new and offers them a welcome opportunity to try new items and share those experiences with their peers. • A desire to be able to customize meals • A group-friendly menu and/or ambience • Not cooking • New or unique foods and flavors

Generation Z

7-21 Years of age



$44B In annual


JUGGERNAUT GENERATION Z

The University of Pennsylvania states that this generation is 30% of the world’s population today. They represent $44B spend in the US alone. Ask their parents about them and they will tell you they enjoy eating ethnic and international cuisine. Their parents are a mix of Gen Xers and Millennials. They are the most diverse population that has ever existed in the USA. Raised without major gender or ethnic limitations, they are the most open to diversity. Everything is customizable • They look for “new badges” on their

premium food items • They desire transparency from all

brands • Want new sensations for their 5 senses

GENERATIONAL CULINARY DIFFERENCES SNAPSHOT

BOOMERS • Flavor matters most • Health conscious = low fat, low cal • Drawn to strong flavors • Read nutritional info more than sourcing • Drawn to fresh herbs, spices and

aromatics • Unique sauces matter! 43% say they

would try a unique sauce at a restaurant. • Influence comes from travel, family and

friends • Hold the HIGH heat.

GENERATION X • Freshness and Speed matter most • Health conscious = freshly made • They want convenience and yet they are

curious • Flair for a safer adventure • More likely to order to go than any

generation • Flavors they navigate toward are lime,

ginger, pesto, mesquite

MILLENNIALS • Customization matters most with 41%

saying they would pay more for freshness as well

• Health conscious = Unprocessed, local Flavors are Sriracha, Cajun, Saffron and wasabi are common

• “Brunchification” and “Nouveau Wino’s” • Less Cooking – 40% said cereal was

inconvenient because they had to clean up afterwards.

GENERATION Z • Differentiated and diversity matter most • Health conscious = No added sugar,

less dairy • New credentials

• “Free froms” • Plant based • Certified Paleo

• Flavors are global and high heat • Sensory mash-ups • “Normovores” • 24% snack four or more times a day

GENERATIONAL DINING TRENDS

GLOBAL FLAVORS

NEW SENSORY

EXPLOSION

POWER TO THE PLANT, SEED AND

ALMOND

The Earth is FLAT!

Taking out tired tricks for new sensations

Powered by the Millennial and Z – but accepted by all.

TREND PYRAMID

The top trends to watch across these four generations speak to the growing proliferation of food culture and health awareness. While the impact will be slightly different for each generation the trend driver remains central.

G L O B A L F L AV O R S • Global flavor innovation begins with Millennials

and Gen Z’s taste for acceptance and global fare and Boomers and Xers travels. Note that it’s ‘global cuisine,’ not ‘ethnic cuisine’. The younger generations cultural diversity gives them a different perspective on such labels.

• What we should do is expand our view of global beyond Mexican, Italian, Chinese, and Japanese cuisines to also include contemporary global influences, including Indian, Thai, Korean, Middle Eastern and African.

AFRICAN MIDDLE EASTERN

INDIAN KOREAN THAI

GLOBAL FLAVOR ADOPTION IN USA

Global Flavor Curve based on number of restaurants listed in USA plus new product launches in specialty foods.

Extensive

Expanding

Emerging

Flavors To

Watch:

Ras el hanout Tsire Clove buds Peri peri West African Spice Ethiopian Berbere

Flavors To

Watch:

Cinnamon Caraway Seeds Peri peri Cumin Mint leaves Shawarma Seasoning

Flavors To

Watch: Turmeric Red curry Green curry Garam marsala Cardamon (green) Saffron Clove Coriander

Flavors To

Watch: Curry paste Thai fish sauce Coconut Milk Bird chiles Lime Lemongrass Tamarind

Flavors To

Watch:

Gochugaru Roasted sesame Soy sauce Fish sauce Sesame oil Chili paste

BBQ Jackfruit

M’hencha, Arabic for “coiled like a snake,” are traditional

Moroccan pastries – pictured are Spinach and Almond Feta

Hand Pies

Almond Butter Across Menu Types

0.0%

1.5%

1.5%

1.5%

3.1%

3.1%

6.2%

7.7%

10.8%

12.3%

23.1%

29.2%

Other

Mediterranean

Southern

Pizza

Mexican

Seafood

Coffee & Bakery

Sandwich

Italian

Dessert & Snack

Mixed Ethnicity

American

GLOBAL FLAVORS

datassentials MenuTrends

Asian Soul food from Xiao Bao Biscuit with roasted almonds

Korean BBQ Glazed Almonds

Grilled chicken, mozzarella, shredded carrots, house-made

roasted pineapple salsa, roasted almonds, scallions & caramelized

pineapple sriracha sauce on a toasted flatbread

Almond Ginger Pad Thai

Tava Kitchen serving Indian-inspired food pulling from South Asian culinary

tradition and Californian culinary heritage.

Mango Lassi Almond Milk Smoothie: “The perfect taste of India with the

smooth base of almond milk.”

GLOBAL FLAVORS

African-style Almond and Chicken Stew

“This bold flavored stew brings the best flavors of Africa with a

crunch of almond for a fabulous healthy meal.”

Poke bowl with Sesame-soy almonds

NEW SENSORY EXPLOSION

• The five senses have expanded to the sixth (Umami) and now the broad scope of generations indicates their need for new and varied senses to be explored and unearthed.

• What’s the next crunch sensation? The next combination of olfactory and visual appeal that will attract the right diner to our doorsteps?

Sweet

Sour

Bitter

Umami

Spice

Salty


In terms of individual sensations, Millennials like bold—fruity, spicy, salty, sweet—and SOUR is emerging as a huge hit for them and Gen Z and X. That’s driven by an interest in foods that are rich in probiotics, including almond yogurt, kimchee, sauerkraut, and vinegars. Boomers are discovering different kinds of spice.

Aging taste buds require amping up of the standard senses they’ve always loved. Remember that “food is memories”…

BOOMERS

Primarily meat and potatoes based generation they are exposing themselves and their children to new and interesting salts, textures and avoiding more & more sweet flavors.

GENERATION X

Having grown up more exposed to culturally diverse flavors they desire the next level of taste exploration which is sour, bitter and maybe even metallic.

MILLENNIAL

Wants to be a part of the sensory experience. This generation is TECHNOLOGY and will want to share themselves as part of the meal experience – think interactive or deconstructed dishes.

GENERATION Z

“It’s the perfect snack with crunchy almonds, a

slightly bitter Greek yogurt and almost savory

caramel.”

Double Almond Coated Deep Fried Goat

Cheese Balls

Coconut milk chia seed pudding topped with fresh bananas,

berries, blackberry preserves and housemade granola. Served with whole grain artisan toast topped with almond butter and Maldon

sea salt.

Almond Feta: “Almonds, what can’t they do? This amazing recipe

brings the perfect topper to any dish for the perfect tangy bite.”

A music track, called Bittersweet with two sides. The bitter side featured the specific music notes, color and sound that

could influence the taste of a Stella Artois and bring out the bitter, more

hoppy notes. The sweet side of the track brought out the more “pineapple” sweet

flavors of the beer, and the food was also designed to enhance the flavors of the beer.


Grilled skirt steak with smoky almond sauce. “It’s the perfect mix of

heat and mild with almond butter and

anchos.”

New wine jalapeno and coffee infused

wines are providing

Millennials with fresh

new pairing options. Binchotan Charcoal Smoked Almonds:

“The Dom Perignon of charcoal leaves my favorite nut tasting like it’s been slow

cooked for several days over the smokiest charcoal known to man.”


Cherry Almond Blue Steak Salad “Brings sweet & tangy with the perfect amount of savory in the

steak.”

Salad 40.6%

Chicken 36.2%

Cheese 29.1%

Toasted 28.4%

Green 27.6%

Toasted almond 25.3%

Fresh 24.3%

Vinaigrette 21.4%

Sauce 20.9%

Dressing 20.1%

Tomato 20.0%

Red 19.8%

Onion 19.5%

Chocolate 19.2%

Roasted 19.2%

Topped 18.9%

Slice 17.3%

Grilled 16.8%

Orange 16.0%

Almond Top Paired Flavors

% of menu items that also include…

“The smell of the fervent kimchi, the sound of the sizzling platter when the egg goes through chemical change on the plate; the sight of gooey strings holding on for dear cheesy life; the aggregate of soft, chewy, and crunchy textures in your mouth; and of course, the taste.”

“Whereas scientists generally agree that there are

anywhere from four to nine basic

tastes, there are thousands upon

thousands of distinct aromas.”

Bon Appetit

P O W E R T O T H E P L A N T, S E E D &

A L M O N D • An estimated 7.3 million Americans now identify

as vegetarians, another 1 million are vegan (meaning they eat no animal-based foods at all) and a whopping 22.8 million follow a “vegetarian-inclined diet,” which means a whole of lot of us are eating our less meat these days. Look for better-than-ever plant-based meat and dairy analogs muscling their way into the mainstream.

• This trend builds on preferences for flexible approaches to diet, but also elevates plants and almonds as being necessary ingredients that provide more nutrients and, therefore, lend a health halo to dishes.

PLANT ALMOND

Revisiting healthy eating with renewed vigor as they realize age is a longer term word. Boomers see this trend primarily as low-fat and low-calorie options.

BOOMERS

Not as tied to meat as a protein as Boomers they are gateway veggie lovers looking for alternatives for health purposes.

GENERATION X

The M’s have been sold “Meatless Monday” since high school. They not only desire less meat they celebrate their plant-based consumption.

MILLENNIAL

One butcher has referred to Z as the “Last Generation.” This group eats more almonds and seeds as snacks than any previous generation.

GENERATION Z

The almond has found it’s way into many new applications in it’s various forms, as a topping, and as a core ingredient in beverages. Known for health benefits and unmistakable flavor and crunch.

No longer relegated to just the side dish “meatier” veggies (and nuts too!) are taking over center of plate.

The go-to ingredient for nutrients, vitamins, fiber and antioxidants. Primarily for health – without adding much flavor.

SEED

Adaptogenic Date + Almond Butter Latte The latest health trend that plays perfectly with almonds is adaptogenic ingredients – which are

ingredients that reduce stressors.

Poke Bowls with Sesame-Soy Almonds

Thanks to the growth of alternative flours and new

efforts from editors at Martha Stewart Living - baking is seeing a home

revival bump.

POWER TO THE PLANT, SEED AND ALMOND

datassentials MenuTrends

Almond butter is showing up in smoothies and

breakfast bowls for added protein, thickness, and

flavor According to NPD’s

Kitchen Audit Almond Milk is in over 10% of kitchens as a quality

protein substitute – up from 4%.

POWER TO THE PLANT, SEED AND ALMOND

Minnesota Twins now serve Herbivorous

Butcher's plant-based sriracha brats and Italian sausages at the Kosher

Hot Dog Stand

Today’s Dietician 2017

Q&A

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Generational Dinin Trends - California Almonds