Fruit consumption: a look across generations

What we eat and how we eat it is directly related to our way of life, and this has changed significantly across generations.

Let's begin with the baby boomers, born between 1946 and 1964, in a post-World War II baby boom. They are traditionalists, raised with a culture of sacrifice and hard work. They grew up and began their working lives before the digital age, during which they had to gradually assimilate new technologies. Generation X, those born between 1965 and 1980, is the bridge to the digital age. They began their professional careers with computers, the internet, and mobile phones. They are ambitious, marked by the rise of consumerism. Then come the millennials, born between 1981 and 1996, the first digitally native and globalized generation. They are entrepreneurial and adapted to rapid change. Generation Z, born between 1997 and 2010, are completely digital natives and addicted to social media. They are creative, flexible, multitaskers, and self-taught. They follow influencers and networks like TikTok. The newest generation is Generation Alpha, the one that will grow up in a world shaped by artificial intelligence. Of the Argentine population, half are Millennials and Generation Z (24% and 25%, respectively), followed by Generation X (19%), Baby Boomers (18%), and finally Generation Alpha (14%).

Each generation has different behaviors regarding food in general, and fruit in particular.

The baby boomers are traditional in their eating habits: they cook at home, with simple flavors and a strong attachment to familiar dishes. They are not inclined to try new things. If they go to restaurants, it's for social reasons. They value health, but their concept of it differs from that of younger generations. Health is valued in relation to aging and age-related illnesses. They are the biggest consumers of fruits and vegetables, eating them daily. Their consumption is almost double that of Generation Z. They buy relatively large quantities of traditional fruit at fruit shops, seeking advice from the greengrocer. When faced with financial difficulties, they don't stop buying fruit, but they switch to less expensive options.

In Generation X pleasure begins to gain importance, with flavors and textures becoming more valued. Fruit is no longer seen as an essential food; it's consumed for its taste. Therefore, consumption is somewhat lower than that of the baby boomers, and if they can't find good quality fruit, they won't buy it. They are less traditional regarding where they buy fruit and the type they choose. They are open to new fruits or flavors, especially if they've encountered them while traveling. They are the biggest spenders on food, as well as in restaurants, which they enjoy visiting with family or friends.

For Millennials, food is an important part of their lives, and they combine home cooking with ordering food. Health is important, but it's linked to the quality of the product, its ingredients, and its nutritional value. Incorporating nutraceuticals or supplements into their diet is common. This group is the most likely to adopt vegetarianism or veganism. Their rejection of meat and sugar presents an opportunity for fruit, which is the most frequently used food to satisfy their sweet tooth. Convenience is becoming increasingly important, so they are open to ordering food and buying prepared and frozen meals. They also frequently eat out, alone or with others. Regarding fruit, their consumption is lower than that of older people, but they are convinced it's sufficient. In addition to classic fruits, they buy exotic ones, as they like variety and exploring new flavors. They prefer to buy less, but of good quality. They buy smaller quantities, packaged, since they don't want to waste food. They are open to organic and environmentally friendly products, as long as the price is reasonable.

La Generation Z – centennials eats the least fruit. A significant portion simply doesn't consume it; it's not even on their radar. The proportion of those who eat it daily falls below 10%. They consider fruit a healthy food, but that doesn't lead them to consume it regularly. There are two fundamental aspects: taste and convenience; these take precedence over other factors (health, environment). Convenience refers to acquisition (online shopping), preparation (ready-to-eat containers), and consumption itself (liquid is easier). Plastic packaging is a necessity and doesn't conflict with their commitment to sustainability. The flavor has to be intense, exotic, different from what they're used to. They have an "adventurous" palate. They search for new foods on social media, but fruit isn't among them. They do use it to prepare smoothies, recipes, and desserts, but the amount used is small. Food has to be functional and contribute to their health and personal well-being (mental and emotional). They don't follow a regular meal schedule, they skip meals, and they snack at all hours amidst their many activities. They get their information from social media with short, highly visual, and transparent messages. They cook little, ordering food through apps, buying prepared meals, getting takeout, or going to fast-food restaurants. The biggest problems, in order of importance, are: price, food safety, food waste, additives, obesity, sustainability, and plastic packaging.

These new generational trends highlight the inadequacy of traditional fruit marketing campaigns. While everyone understands that fruit is healthy, this isn't enough to encourage its inclusion in their diets. To successfully promote fruit consumption, it's crucial to remember that the most important aspects of fruit are its intense, sweet flavor, smooth texture, ease of consumption, and the absence of unpleasant components (like seeds or runny juice). Fruit must contribute to physical, mental, and emotional well-being. Convenience is also key, both in terms of purchase (online shopping, easy-to-grip packaging) and consumption (no additional utensils required). Consumers enjoy a variety of fruits, especially those that offer a different flavor and experience, such as exotic varieties. Communication must be delivered through social media, using short, eye-catching, and simple messages. This presents a significant challenge for the industry and for marketing, which will need to be creative to successfully reach these new generations.