Israel Romero / Friday, December 10, 2021 / Categories: Blog Younger generations know how to enjoy gourmet cuisine. Enjoying gourmet gastronomy New technologies bring gourmet products closer to the Millennials and Gen Z generations, who know how to appreciate them and consume them. The healthy and the gourmet: eating differently Opportunity for gourmet brands Times change, and habits do too. A couple of years ago we didn't think buying food online would become an everyday habit and, in many cases, almost the only way for some people to purchase their groceries. The pandemic has accelerated processes, that’s for sure, but it didn’t change them; they simply had to arrive thanks to new technologies. But if we look at the generations most accustomed to them—the younger ones old enough to buy—online food shopping has been a boom. Unfortunately, for the most part it has promoted processed and, let’s say, less healthy food, to be politically correct. But it has also been a channel for the gourmet market to gradually make a place among these age groups. The healthy and the gourmet: eating differently Not everyone in the 20-to-35 age group is willing to just eat whatever is put in front of them—easy and cheap food. The internet has awakened the curiosity of many of them, and they want to know what they eat, where it comes from, and what nutritional properties it provides. Health is increasingly important in their personal priorities, and they are aware of the dangers of excess carbohydrates, sugars, and other enemies of the human body. Healthy eating is very trendy, and ingredients like chia, quinoa, oats, soy, etc., are essential for a large portion of them. But also products that, unfortunately, older generations have not adopted—like EVOO (extra virgin olive oil), the most important healthy product in which Spain is the world’s largest producer by a wide margin over its competitors—and which, surprisingly, mature generations (among whom I include myself), aged 40 to 65, have not been able to leverage to lead global healthy gastronomy. Young people, thanks to access to information, cooking shows (like MasterChef), and earning significant incomes thanks to new professions such as influencers, YouTubers, and all the digital careers that have emerged, want the best things around them. And gastronomy is not outside their sphere of attraction. They love to experiment, to live food experiences that they later project into their digital lives (social media) to share their knowledge with their communities. Restaurants of all types—and of course the most in ones, Michelin-starred among them—are part of that. Consequently, this has made them a very attractive group for gourmet brands to tap into. They have purchasing power, they are knowledgeable, and they are eager to keep acquiring new knowledge, so nothing can stop them from enjoying life from a young age. Opportunity for gourmet brands Because one thing is that they enjoy excellent wines and wonderful gastronomic dinners or lunches prepared by professionals, and another is that they also long to do the same at home with friends and partners. Therefore, after gaining knowledge from gastronomic experiences (restaurants, wine tourism, olive-oil tourism, etc.), they want to “keep the party going” at home. Thus, online shopping has become the channel par excellence for these generations. And this is where gourmet brands—starting with local Spanish ones—have a seam to grow. They can reach them directly, without costly advertising in traditional media; of course, you’ll need to invest a good amount, but in internet channels and 21st-century platforms: influencers, content, social media, YouTubers, relationship-building actions for this group, etc. They are also the future of our society, so they are the consumers we must nurture for the long term. Messages about the importance of territory, caring for the environment, ensuring farmers earn what they deserve, and continuing to eat quality products are factors that can and should convince these generations. So, Spanish gourmet brands, launch yourselves to conquer this generation that above all—aside from wanting to eat and drink very well—wants not to be deceived with lies and fraud. We at Made in Spain Gourmet have understood that digitally native generations are a very important part of our future growth. The Spanish gourmet market needs to invest more in its brands to gain market share in Europe. Christmas cookies made with Sucralín by Adriana Gutiérrez Print 2 Rate this article: No rating Tags: gourmetpremiumMade in SpainMade in Spain GourmetMadeInSpainStore Please login or register to post comments.