Oh man, the specific examples of food partnerships confound me a bit. Pringles and caviar, really?
These partnerships may sound strange, but I think there are clear reasons that food companies are making such moves. They are trying to target young people with something new.
Especially if it is visually interesting and Instagrammable or if it can lead to a hot take in a TikTok!
Our September-October survey drives home why food giants would be more willing to take risks to target Generation Z and younger Millennials. These consumers are more open to influences in trying new foods compared to other age groups.
Members of Generation Z are more likely to say that they are strongly impacted by social media posts, influencer/blogger buzz, and general novelty. Strange partnerships like this get more attention than obvious matchups, particularly with Gen Z.
Gen Z is also an up-and-coming market. Consumers in this generation are increasing their food spending each year as they age (and as their adult population grows). Food trends are being driven by them more, and this will continue in the future.
As with Millennials, the experience factor is really important to many of these young consumers. Is the product fun, exciting, unique?
Of course, price and taste is still king. If they can’t afford it or if they don’t like it (and honestly, a surprising or shocked reaction is sometimes the point) they won’t return to buy more of the core products.
And that’s ultimately the goal, right? Not to get people to buy more of that particular limited time offering combo… but to see the brands in a new light, to give them a reason to buy more often or explore more items in the brand line, and to open core customers to a related product.
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