The Next Generation of Consumers

This report decodes how Millennials and Gen Z are reshaping the CPG landscape. From what they buy, where they shop, and the health, flavor, and value cues that move them.

By connecting point-of-sales data to panel data and shopper surveys, this report shows who is driving growth and where those needs are being met across the aisles.

Throughout three sections: Next Generation Consumers, Preferences with Staying Power, and the Art (and Science) of Being Ready, the report translates next‑gen behaviors into activation.

Discover how this generation thinks about specialty diets and ingredient avoidance in the evolution of product discovery, price-first decisioning, AI‑enabled personalization, nutrient-centric innovation, and the global flavors energizing the modern kitchen.

In this report, you’ll learn:

• Which supplement focuses are accelerating (hydration, performance, mood, reproductive, heart), and which needs are shifting to beverage and food, and who is driving them?
• How Gen Z and Millennials discover and decide (in-store first, social by platform, rising AI use), and the implications for pricing, promotions, and private label vs branded trade-offs.
• Where nutrient-centric product wins are emerging across the store—protein and fiber callouts, dairy’s protein-led renaissance, and more
• Which flavors and formats are defining the modern kitchen, from mineral-rich salts and ferments to flavor-forward spicy condiments