IBIE 2022 09 19 - 6

IBIE MONDAY
HOW TO TARGET YOUNGER CONSUMERS BY GENERATION
Generations X, Y and Z are all on social media but in different ways, and purchasing power differs, too.
Authenticity will be key when
CAM SUAREZ-BITAR, DIRECTOR of marketing
and public relations for Pak
Group/Bellarise (Booth No. 6127),
described the social media tendencies
and other traits of Generation
X, Generation Y and Generation Z,
along with differences among the
three generations, in his presentation
Sunday, Sept. 18, at IBIE.
marketing to them.
" This is something that connects
the three generations, " Mr.
Suarez-Bitar said. " We want a true
story. We want to know who you are. "
Consumers in Generation X,
born between 1965 and 1980, tend
to be on Facebook and YouTube
when online, but they respond
to print advertisements as well.
They do extensive research online
and offline prior to buying.
Generation X was least affected
by COVID-19. The generation covers
65.2 million in the United States,
and 13 million had difficulty paying
bills during the pandemic. Eightyfour
percent said they were loyal
to brands.
Consumers in Generation Y,
Cam Suarez-Bitar of Pak Group/Bellarise speaks about younger generations seeking authenticity.
born between 1981 and 1997 and
often referred to as millennials,
spend time on Instagram, Facebook,
YouTube and Twitter. They
respond well to newsletters, emails
and WhatsApp. Mr. Suarez-Bitar
recommended optimizing content
for social media and sharing when
targeting Generation Y. The generation
covers 72.2 million in the
United States with 32% having more
credit card debt than emergency
savings. They show interest
in
health and the environment as well
Brazil sends a record delegation to IBIE
President of Brazilian bakery association reflects on strong baking industry.
BRAZIL HAS BROUGHT a record number of baking
industry professionals to IBIE 2022, noted Rui
Gonçalves, president of Sampapão, an association
that brings together 6,000 bakeries in São
Paulo and organizes the FIPAN international
trade show in Brazil.
" There are around 50 owners looking for
innovation and business at the trade show, " he
said. " We want an exchange focused on technology
and more efficient production between IBIE
and FIPAN companies. So much so that we will
participate in business roundtables and technical
visits during IBIE - just as they also had the
opportunity to have a positive agenda with us
during the last FIPAN. The bakery world must
come together to grow stronger. "
Prior to IBIE, Mr. Gonçalves pointed out
that Brazilian bakers are looking for machinery
and inputs that bring more efficiency to their
production.
" We found technologies that are not yet
in the Brazilian sector, and that is why we held
these delegations: to bring to Brazil suppliers
that can meet this repressed demand, " he said.
" After all, there are more than 200 million Brazilians,
and more than 70,000 bakeries to serve
them, so the opportunity for growth is huge. "
6 | September 19, 2022
He added that
the Brazilian baking industry,
which represents about $20 billion annually,
remains vibrant as does the country's
economy as a whole.
" Compared to the economies of European
countries and the United States, we have lower
inflation, a recovery in the level of employment
and gross domestic product is expected to grow
by 2.5% this year, " Mr. Gonçalves said. " Brazil
continues to be the country of opportunity,
with more than 200 million consumers and a
constant evolution of various sectors, such as
bakery, which is increasingly seeking efficiency
and international technology. "
He pointed out that the baking and foodservice
industry has changed in recent years.
" Delivery of food was certainly the biggest
change after the pandemic, " Mr. Gonçalves
explained. " Bakeries have become experts in
this type of service. Now in addition to having
a know-how in customer service and artisanal
production, we can quickly acquire experience
in delivery, which is here to stay and just evolving
every day. Consumers missed being at the
bakery, so bakeries are taking the opportunity
to improve services and retain customer fidelity
even more. " *
- Dan Malovany, Baking & Snack
" there are more than 200 million
Brazilians, and more than 70,000
bakeries to serve them, so the
opportunity for growth is huge. "
- Rui Gonçalves
president , Sampapão
as ingredients that are all-natural,
non-GMO and organic.
Consumers in Generation Z,
born between 1998 and 2010, on
average make $32,500 annually,
but they are the fastest-growing
economic power among all generations.
They follow TikTok, Instagram
and YouTube online. He
recommended connecting in-store
and online experiences to reach
this generation. Get them to interact
and ask questions. The generation
covers 68.6 million in the
U.S. They like companies that put
people before profits, and they are
interested in diversity, equity and
inclusion.
" Each of these generations that
we are talking about, they all have
a vast range of motivators about
value and price, " Mr. Suarez-Bitar
said. " That is a huge motivator. They
have ideals that they believe in, but
they are looking a lot at costs. " *
- Jeff Gelski, Milling & Baking News

IBIE 2022 09 19

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