It is not the same to have witnessed major events in the 1950s or 1960s, like the Baby Boomers, as it is to have been born into a fully digital society in 2000, like generation “Z”. Generational experiences shape consumer preferences and habits. Thus, food choices, how to decide what to eat, where to eat, how much to eat, and where to buy food, are also deeply rooted in the social environment and the cultural and economic factors shared within the same generation. So understanding the different consumption trends for each generational segment is key to developing innovative foods. And the ideal is to use versatile ingredients that can be adapted to each of these preferences, such as white or red grape juice concentrate.
In this post we travel through the generations and their food preferences: Baby Boomers, millennials, generation X” and generation ‘Z’. We explore what drives their food choices and which product they are most willing to pay for. And we used all this information to analyze how grape juice concentrate can meet the demands of consumers of all ages.
- Global consumption trends of baby boomers and concentrated grape juice as an ingredient
- Global consumption trends of the “X” generation and grape concentrate as an ingredient
- Millennials’ global consumption trends and grape juice concentrate as an ingredient
- Global consumption trends of generation “Z” and grape concentrate as an ingredient
- JULIÁN SOLER: leading exporter of white and red grape juice concentrate from Spain
Global consumption trends of baby boomers and concentrated grape juice as an ingredient
When we talk about Baby Boomers, we must focus on the generation born between 1946 and 1965. They are the ones with the highest purchasing power and have a marked interest in active aging. Their age has led them to be aware of what foods offer them physical and mental well-being.
| Consumer trends of baby boomers | |
| Familiar recipes and nostalgic flavors. | They love home-cooked meals and familiar flavors that comfort them and make them connect with their fondest memories. |
| Health benefits | Their primary interest is to consume functional foods. They seek to maintain a healthy diet that allows them to prevent diseases and be active. |
| Do not sacrifice flavor | They prefer foods that offer health benefits and still have appetizing flavors. For example, they can consume foods low in salt, as long as it is replaced by citrus fruits or by spices or aromatic herbs that enhance the flavors. |
| Eating at home | They associate homemade food with healthy food. |
How to innovate with grape concentrate?
Grape juice concentrate (must concentrate) is an answer to the demands of boomers. This product, in addition to containing vitamins and minerals, is a rich source of antioxidants. It contains large amounts of resveratrol, an antioxidant compound with anti-cancer and anti-inflammatory properties that prevents cardiovascular and neurodegenerative diseases. It even helps protect the body from diabetes and hypertension.
On the other hand, must concentrate can help develop foods that transport baby boomers back to their childhood and contain their full flavor. How? This juice preserves the natural sugars of the grape (only fructose and glucose, no sucrose), in high concentrations. So it also serves as a natural sweetener in foods and beverages. And if you want to add color, red must is also a natural colorant.
| What can we innovate with concentrated grape juice and its by-products? For example: Focus on nostalgic flavors: Jams, jams, compotes, jellies, ice cream and classic desserts, using grape juice as a natural sweetener and as a source of color. Focus on health benefits: Brownies with grape pomace flour. Gourmet chocolate. It is dark chocolate enriched with grape pomace. |
Global consumption trends of the “X” generation and grape concentrate as an ingredient
Generation X was born between 1965 and 1980. It is a group of consumers with unique characteristics. They are currently at their highest level of purchasing power and are the generation that spends the most money on wine and food. They place great importance on food quality and prefer meals they can customize.
| Consumer trends of generation “X”. | |
| Sustainability and Authenticity | They are looking for environmentally responsible options that contain organic, authentic and fresh ingredients. |
| Convenience | They prefer practical and easy-to-consume products |
| Taste | Flavor is the factor that most drives them to buy, even over nutritional profile. They prefer sweet, fruity, meat and cheese flavors. |
| Classic meals | They are attracted to flavors that evoke their childhood. Although they may be attracted to classic foods with slightly daring flavors. They are not interested in adventurous flavors. |
| Functional ingredients | They are mainly looking for sustainable beverages with additional health benefits to control their weight and improve longevity. For example, beverages with probiotic ingredients. |
How to innovate with grape concentrate?
Our white or red must concentrate is a 100% authentic product, free of additives, preservatives and allergens. It is elaborated through a unique process that allows it to preserve all the organoleptic and nutritional properties of the grape. As an ingredient, grape concentrate can provide the genuine touch of flavor, sustainability and authenticity of fresh fruit that generation “X” is looking for.
| What can we innovate with concentrated grape juice? For example: Ready-to-eat products: Fruity-flavored energy bars and other snacks enriched with grape concentrate. Health benefits: Probiotic beverages, such as kombuchas, naturally sweetened with grape concentrate. For example, there is the probiotic Kombucha soda based on white grape juice and other vegetables. Classic flavors. Ice creams and sorbets, using grape concentrate as a flavoring, coloring and natural sweetener. Nectars, muffins and cakes sweetened with must, premium sauces and dressings. |
Millennials’ global consumption trends and grape juice concentrate as an ingredient
Millennials, born between 1981 and 1996, are known for prioritizing experiences. They are a diverse group, spanning a wide range of ages. Generally speaking, though, they lead a fairly dynamic lifestyle.
| Millennial consumer trends | |
| Ease and convenience | They are looking for tasty foods that are easy to prepare at home, that they can have on hand to create quickly. |
| Personalization and authenticity | They demand products that can be tailored to their personal needs and preferences. They value unique consumer experiences. |
| Unique flavors | They like varied, fresh foods with new or unique flavors. They like to try flavor fusions and new versions of their favorite dishes. |
| Sustainability | They are interested in caring for the environment, reducing waste and fair trade. They are willing to pay more if the product is sustainable. |
| Guilt-free whims | They appreciate healthy indulgences. They look for delicious, appealing and texturally pleasing foods that provide sensory pleasure, while incorporating health-promoting ingredients. |
How to innovate with grape concentrate?
The key with millennials is to develop products that combine functionality and sustainability with unique sensory experiences. Grape concentrate can play a key role in this regard. It is an ingredient that can be used in a wide variety of food applications. Let’s take a look at why.
The concentrated must, in addition to being rich in antioxidants,
- It contains vitamins A, C, E, and K, potassium, calcium, iron and phosphorus, among other nutrients.
- It has an attractive sensory profile, with the same color, sweetness, aroma and astringency of fresh grape juice.
- It has different presentations, white grape juice concentrate, red grape juice concentrate, high color red grape concentrate and rectified must.
- It represents a natural alternative to sweeten and add color to beverages, desserts, ice cream, pastries, cake toppings, etc.
At JULIÁN SOLER we have rectified must which is only pure grape sugar. This product is colorless, sustainable and free of additives. Perfect for sugar replacement in the development of food for millennials. Thanks to our state-of-the-art laboratory, we can customize the white and red concentrated grape must, according to the shade and other technical specifications required by our customers.
| What can we innovate with concentrated grape juice? For example: Desserts without artificial additives, such as custards and puddings that fuse flavors to create unique experiences, using grape concentrate as a natural sweetener or flavoring. Ready-to-eat products, such as ready-to-eat salads with exotic ingredients and grape juice-based dressings. Ready-to-eat bowls (dishes with assorted ingredients) based on nuts, vegetables, quinoa and marinated protein in grape juice sauces. Frozen cookie dough, based on oatmeal and grape pomace flour (grape juice by-product). Flavor fusions, such as crispy cheese chips with grape juice-based cream. Visually attractive foods, such as ravioli dyed with natural coloring from grape concentrate. |
An example of an innovative product is Yuca’s balsamic vinegar cream, for seasoning dishes and salads. It is made from JULIÁN SOLER red must.
Global consumption trends of generation “Z” and grape concentrate as an ingredient
This is the first generation to have grown up in a completely digital world. Generation “Z” is made up of those born between 1997 and 2012. This group is open to trying unusual flavors.
| Consumer trends of generation “Z”. | |
| Mental health | This generation prioritizes health. Although they focus on physical endurance and cardiac wellness, they are more concerned about stress and anxiety. So they tend to invest in beverages and foods that improve their mood. |
| Technological innovation | They value products that integrate technology, whether in their development, packaging or consumer experience. |
| Sustainability and clean label | They choose brands and products that contribute to environmental and social sustainability. |
| Discovery | They prefer foods that are nutritious, fresh, vegetarian or vegan, but with novel and delicious flavors that offer exciting sensory experiences. |
| Convenient formats | They are interested in products that integrate into their lifestyle: fast and mobile. Therefore, they demand ready-to-eat foods that are easy to transport. |
How to innovate with grape concentrate?
As we have explained, grape concentrate has a high sweetening power, which allows it to be a key ingredient in the development of energy drinks. In addition, it serves as a natural colorant, providing attractive colors. This concentrated must can even make isotonic beverages more effective in rehydrating the body after intense physical activity.
| What can we innovate with concentrated grape juice? For example: Energy foods: Energizing smoothies, such as those combining fruit, spinach, nuts, yogurt and grape juice. Energy bars with dark chocolate and grape juice. Clean-label, energy-boosting sweets, such as: Creamy yogurt ice creams, sweetened with the natural sugars in grape juice. |
For example, Delizum organic juices are an example of innovation with a focus on sustainability. The product line consists of creams, jams, nectars and gazpachos made from 100% organic fruits and vegetables. Delizum organic must is produced with JULIÁN SOLER’s red and white concentrate.
JULIÁN SOLER: leading exporter of white and red grape juice concentrate from Spain
We produce 100% authentic white and red concentrated musts, only grapes and nothing else. Our products are made from fresh grapes grown in Castilla-La Mancha, the largest wine region in the world.
To guarantee the highest quality, we implement high food safety standards and carry out a control of juice analysis in our state-of-the-art laboratory.
We export our grape juice concentrates to more than 60 countries on 5 continents. Would you like to receive more information or a sample? Contact us. We are your Global Grape Solution Supplier.
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