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Retail in Z-Style: How to Develop a Product Range for Zoomers

04 December 2025

Generation Z consumers are open to culinary experiments and new shopping experiences. Manufacturers, chains, and online services are capitalizing on this: they're releasing products with unusual flavor combinations, offering a fresh perspective on healthy living, and leveraging youth trends to boost sales.

Eggs from hens that meet the daily KPI of 10,000 steps

How to sell simple products in a highly competitive market? The research team at the Chinese delivery service Dingdong found a solution. They discovered that on conventional farms, hens are confined to cages and unable to move, often becoming ill. This lifestyle can potentially impact egg quality.

Therefore, the company held a series of negotiations with partner farms and convinced them to abandon cages and instead attach step trackers to each hen's feet. To highlight the birds' athletic achievements, the egg packaging read: "Inside are eggs from hens that have met the daily KPI of 10,000 steps." A QR code on the packaging adds a wow factor: it redirects shoppers to the farm's webcams, which show how and where the chickens are running. Customers are delighted, and sales are growing.

Dried meat that doesn't dirty your hands

The same service, Dingdong, decided to boost sales of its snack product – dried meat with spices. Reviews for the product itself were positive, but it lacked a unique selling point that would help differentiate it from competitors.

Analysis of customer feedback showed that dried meat is most often bought as an office snack. For these customers, it's important that the product doesn't dirty their hands. Therefore, they decided to additionally vacuum-pack each piece of meat. Sales of the product soared, and it became a top seller in its category.

Craft lemonades with bright colors and floral flavors

When launching a new drink, the lemonade manufacturer decided to focus not only on flavor combinations but also on the visual appeal. So, they opted for tactilely appealing, premium packaging and made the drink itself brightly colored. For example, the "blueberry-lavender" lemonade was given a trendy purple hue, making it highly visible on the shelf.

The "Japanese pear-white chrysanthemum" lemonade was a top seller. It was based on Russia's most popular lemonade flavor—pear—but with the addition of a brand-new botanical note of white chrysanthemum. The product went viral on social media, attracting the attention of a young audience that creates organic content.

A milk drink for increased concentration

It's believed that Generation Z struggles with concentration. A major dairy producer capitalized on this characteristic of zoomers by creating an invigorating drink with added guarana and L-theanine (sencha green tea extract). Before launching production, focus group participants underwent electroencephalography (EEG), which showed increased concentration after consuming the product.

Lactose-free milk was chosen as the base for the drink to meet the dietary preferences of the 20-45 age group. Lactose-free milk has a higher natural sweetness, allowing for experimentation with flavors. Over the course of two years, the research team tested 70 flavor variations with university students. Ultimately, three flavors that received the highest ratings were launched into production.