CarlsbergBritvic-SDR-Foodservice-v15 - Flipbook - Page 49
Foodservice category overview
Foodservice deep dive
Foodservice data tables
WHEN ONLY A
TREAT WILL DO
None of this means that the new generation doesn’t like
a treat. Quite the opposite: because younger people drink
more water than other age groups and are generally more
health-conscious, when they do decide to treat themselves,
only the best will do.
In fact, perhaps counter-intuitively given the growing health
consciousness of society, treats are becoming more, not
less, important for consumers. Back in 2020, 81% of Brits
agreed with the statement that ‘a balanced diet can include
a little indulgence’.17 By 2024, that number had risen to 88%
of people.17
It’s also worth bearing in mind that only 12% of Gen Zs
follow low-sugar diets, compared to 23% of the general
population.18 Witness the rise of ice cream and dessert chains
such as Creams, Little Dessert Shop and Cinnabon, as well as
the super indulgent freak shake phenomenon for evidence of
how foodservice is responding to the treating opportunity...
We’re helping our partners step up to growing demand
for show-stopping treats in many ways. From indulgent
cola floats using our Pepsi Cream Soda and Strawberries
‘N’ Cream variants to our limited-edition Jimmy’s Iced
Coffee drinks, such as 2024’s Cinnamon Roll and our Donut
flavours, we’re ensuring our partners are serving up treats,
whenever, wherever.
TREATS
& REWARDS
As we’ve seen, demand for both healthy
and indulgent drinks coexist among
Generation Z. And when they do choose
to indulge themselves, Gen Zs go all
out. One in two (50%) Gen Zs say they
like to try food and drink with new and
unusual colours (versus 30% of the
wider population)19 and 60% say they
like to try new and unusual textures
(versus 43% of the wider population).19
Hence the launch of products like Pepsi
Electric (the UK’s first blue cola) and the
rise of products like bubble tea20 and
chewable juices.21
Gen Zs open to new experinces
vs wider population
50%
Gen Zs say they
like to try food and
drink with new and
unusual colours
60%
Gen Zs say they
like to try new and
unusual textures
17 2021 MDLZ state of snacking report
18 Sugar, Strategy & Segmentation Study EAME 2020 – Lets Talk About Innovation Report – Givaudan 2023
19 Lets Talk About Innovation Report – Givaudan 2023; Quantitative multi-country generation Z social drinking deep-dive study 2023 & Flavours and coloursstudy Gurus 2022
20 https://www.thegrocer.co.uk/news/dot-dot-bubble-tea-wins-backing-on-bbcs-dragons-den/700350.article
21 https://www.thegrocer.co.uk/news/viral-chewable-soft-drink-mogu-mogu-bolsters-retail-presence-as-sales-soar/699447.article
FOODSERVICE DEEP DIVE
49
