It’s more Big Food that's feeling the pain. Large packaged-food makers like Kraft Heinz Co. and Campbell Soup Co. have been battered in recent years by the shift away from traditional brands that dominated grocery stores for decades. They’ve tried to reshape their portfolios, but have struggled to resonate with younger consumers.
So what does this all mean for savvy investors trying to tap into Gen Z’s buying habits? People in generational cohorts are never as uniform as marketers would like, and with the youngest still in elementary school, there's still some time before the preferences of the wider generation shake out. But for some forward looking investors, now’s the time to start thinking about how to structure a portfolio for a post-boomer economy.
“Gen Z are likely still on the younger end to consider investing in their consumption patterns,” said Jay Jacobs, head of research and strategy at Global X, which created a millennial-tracking ETF called MILN. But “the millennial demographic tells us that there can be clear and obvious differences in the ways that certain generations spend their money. As Gen Z eventually enters their prime earning years, some of these trends could start to become more concrete and visible.”
This article was provided by Bloomberg News.