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3 ways to attract and bake for Gen-Z

31 Aug 2023


In the fast-paced world of modern baking, one demographic has captured the attention of bakers around the globe: Gen Z. This young and vibrant generation is changing the game, with new and exciting expectations for their bread. As a baker or food manufacturer, attracting and keeping up with Gen Z can be challenging, but it's becoming increasingly essential for staying competitive. Gen Z makes up approximately 30% of the world's population and has considerable spending power, so it's crucial to appeal to their values and preferences. At Puratos, we're committed to helping you meet their demands. 

Here are three ways bakers can attract Gen Z:

Craft Environmentally Friendly and Sustainable Bread

Gen Z is all about sustainability*, and it's a great direction for all of us. Whether you're a local artisanal baker or a baked goods manufacturer, here are two straightforward ways to make your products more sustainable and attarctive for Gen Z:

1) Sustainable Ingredients and Practices:

Let's begin with what you put into your creations. Consider this vegan croissant recipe, for example. It not only tastes good but also minimizes environmental impact by up to 50% when compared to non-vegan versions. This is thanks to innovative ingredients like Mimetic and Sunset Glaze.

The numbers back it up too. Through Life Cycle Assessment (LCA) and Product Environmental Footprint (PEF) analyses, we've found that producing 100 tons of croissants using Puratos's recipe has an environmental benefit equivalent to planting 5,000 trees.

2) Reducing Waste, Extending Shelf-Life:

Now, let's address food waste. It's a significant concern for Gen Z, and we've got a solution. Puratos has developed a clever French brioche loaf recipe that reduces waste by up to 50% compared to traditional recipes.

Using LCA-PEF methodology, we've calculated that for every 100 tons produced with our brioche loaf recipe, you're decreasing your environmental footprint by the equivalent of planting 2.224 trees. That's a substantial impact!

So, whether you're a small-scale baker or a large-scale manufacturer, these two tips are simple steps toward more sustainable baking. Let's work together to create a delicious and planet-friendly future!

*Gen Z's dedication to sustainability is evident—they dislike food waste, with 75% taking a stand against it, and over 20% refraining from buying new loaves if they've thrown out unused ones.

Smaller bread, bigger impact

Additionally, in a world of smaller households and on-the-go lifestyles, traditional-sized loaves are more likely to lead to bread waste for Gen-Z. That's why smaller portions are the smart solution. By offering perfectly proportioned bites of bread, bakeries can cater to Gen-Z's needs while minimizing waste. Furthermore, smaller portions can align with the values of Gen-Z regarding health and well-being. As they prioritize healthier lifestyles, they may prefer smaller portions of bread to help manage their calorie intake and maintain a balanced diet. Puratos’s Taste Tomorrow research confirms that 59% of all consumers prefer not to compromise on taste, and rather consume smaller portions instead in their quest for a healthier lifestyle. It's time to embrace the power of bite-sized delights that leave a big impression. One example of a bite-size bread mix is Puratos’s Puravita Break

Keep up with the pace of change

Trending sourdough croissants, pretzels, and viral panettone recipes. These digitally native youngsters are transforming the bakery industry online. Puratos is at the forefront to help you utilize search and social media insights, with Taste Tomorrow: the largest ecosystem dedicated to consumer understanding in the bakery, patisserie, and chocolate sectors worldwide. At Taste Tomorrow, we stay ahead of the curve by combining the latest digital technologies and semantic artificial intelligence techniques. We leverage a diverse range of sources to collect data, including surveys with over 20,000 consumers across 50 countries. This data is complemented by a global trend-spotting network, exhaustive sensory research, and unique partnerships with researchers. The result? Fresh insights into health, convenience, experience, digital, and more, to help you keep up with Gen-Z. Be inspired, and check out what's hot and trendy in the bakery, patisserie and chocolate industry on Taste Tomorrow

Helping you bake for Gen-Z

Gen-Z continues to shape the food industry with its digital mindset and conscious consumerism; it's clear that their impact goes beyond a slice of bread. Their choices have the power to contribute to a healthier planet. By staying attuned to their desires, bakers can not only attract Gen-Z but also contribute to a more sustainable and innovative future of bread. 

Do you want to know more about Puratos’s bakery ingredient range? Or are you seeking recipe inspiration for your next bread launch? Let us know! Our experts are happy to help you with whatever challenge you may have.

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