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Generation Y Rewriting the Rules on How to Eat

Generation Y is rewriting the rules about food and eating in the U.S., according to How Gen Y Eats Culinary Trend Mapping Report from the Center for Culinary Development (CCD) and Packaged Facts. These 75 million young consumers, between 13 and 28, grew up with habits and expectations about food formed during decades of unprecedented tech innovation, consumer choice and exposure to global cuisines. Consequently, this mega-consumer group will be demanding updated food and beverage choices. Food marketers without a laser focus on this demographic, the report warns, will need to play catch-up. Fast.

"Generation Y has a game-changing approach to food consumption that will definitely affect how other demographics, including Gen Xs and Baby Boomers, shop and eat," says Kimberly Egan, CEO of CCD.

How Gen Y Eats provides a 360-degree portrait of Gen Y's eating habits, such as how they are "Happy in the Third Place," "Planet Savers" and seek out "Authentic 'Kewlness.'" As "Gen Wired," they use cell phones to order organic veggie take-out, download recipes on mobile devices and forge food subcultures online.

What Gen Y Eats. Gen Ys are "Thrill Aficionados," craving heightened eating experiences, like intense, layered and global flavors. Gen Ys, the "Mashup Artists," need to customize food, tweaking it to be as individual as they are. And don't underestimate how health-savvy they are, thanks to nutrition-minded Boomer parents.

How We Will All Eat. How will this affect what the rest of us eat? Foods developed for Gen Y will also find a market with Boomers and Gen Xs, whose adventurous tastes, wired lifestyles and desires for customization are evolving along with Gen Y's.

The Culinary Trend Mapping Report is co-published by the Center for Culinary Development and Packaged Facts. Individual issues and annual subscriptions are available at www.packagedfacts.com/landing/culinarytrends.asp.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services. For more information contact Jenn Tekin at (240) 747.3015 or jtekin@marketresearch.com.

About the Center for Culinary Development - CCD is a full-service food and beverage development and research company that blends culinary creativity with strategic marketing expertise for successful product innovation. Visit www.ccdsf.com, or contact Kara Nielsen at (415) 693.8900 x110, kara@ccdsf.com.