Gen Z, while smaller in number than previous generations, is the upcoming consumer demographic for the ag industry to watch. When it comes to grocery shopping, particularly for animal-based products, they have some behaviors that deviate sharply from their generational predecessors.
For instance, this year Gen Z was projected to have bought 20% less cow's milk than in 2022. A study seeking to convince U.K. farmers to return to dairy unintentionally found that 49% of Gen Z consumers felt ashamed to purchase cow's milk in front of their peers. The New York Times even dubbed Gen Z the “Not Milk" generation in reference to the Got Milk campaigns that worked so charmingly with past generations. So, if cow milk is becoming old-fashioned, what is happening in the protein sphere?
