Study: Rising generation of food consumers more open to new food technology
Gen Z respondents indicated they are more likely to try a food grown with technology (77%) and are more comfortable overall with the use of technology to grow food (71%).
Gen Z—the newest generation of food consumers with purchasing power—is more open to food technology than older generations, according to new research from Ketchum, New York. The research also showed that food makers communicating about food technology may be more effective at reaching consumers by selecting the right combination of scientifically supported facts and benefits.
According to the Food Tech Consumer Perception study, Gen Z respondents indicated they are more likely to try a food grown with technology (77%) and are more comfortable overall with the use of technology to grow food (71%) than are Millennials (67% likely to try/56% comfortable), Gen X (58%/51%) and Baby Boomers (58%/58%).