Posted on: Oct 26, 2020

The Kitchen and X Gen

Reading Time: 3 minutes

Gen X, i.e. the people born between 1961 and 1979, are now in a position of influence and power. In recent times, this generation has adapted to new lifestyles which prioritise the value of health and the pleasure of food.

Generation X envisage luxury as something that allows them to show they are socially responsible, cultured and knowledgeable. When they engage in the culture of food, they express the perfect manifestation of frugal luxury.

Due to the economic crisis of the 20s, they are much more cautious with their consumption. Yet unlike their contemporaries, the Boomers, they worry less about their pension plans, and more about the pressure to stay healthy and young. This leads them to invest in care and diets that help them to look and feel better.

Aware of the latest fashions, the members of this generation could be called gourmet foodies.”Food has become fetishised as a lifestyle choice and an indicator of how great you are,” said Tiffanie Darke, author of Now We Are 40.

Given all this, they are leaning towards high-quality food and traditional table service, all of which is considered part of the luxury of eating out. In fact, this generation is able to spend $80 more per month in restaurants than their Millennial counterparts. In fact, the Peter Pan Generation is fighting for a more sustainable and socially responsible world. They are environmental activists, caringe about the food they buy, finding out about its origin and discovering the different production processes it has gone through. This is in starting contrast to how they were 20 years ago, considering that they are now much more environmentally aware, according to MIT Age Lab Research.

While cooking shows on TV used to often feature women over men, now the influence of chefs such as Gordon Ramsay, Jamie Oliver or Chef Bosquet have turned cooking into one of the greatest male hobbies of Generation X. In addition, restaurant kitchens have been put on show to the public. You can see what they are preparing and what products are being used, as well as having the opportunity to simply enjoy the culinary process as a form of entertaintment.

And it’s not just us who say that. A recent study published in 2018 by the Journal of Nutrition found that 52% of college-educated men now cook.

The most curious thing, according to the National Association of Kitchen and Bath in the USA, is that, the daily purchase made by a man tends to be of a lower cost than, if a woman orders it. Men are proving not only to be good at cooking, but also shopping.

In this world of male chefs, brands are faced with the challenge of capturing the male market in the kitchen. Should they capture only the male gender, or should they show foodie-ism as a simple gender-neutral hobby?

What is clear is that whether your business is related to cooking or food, there are a number of details that you should take into account:

Take care of the details without being ostentatious, then show the quality and the sustainable origin of your products by providing interesting content such as the history or the origin of either the product or the brand. They will be small pleasures that let Gen X consumers know that these choices will make them feel and look better.


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