Consumer trends vary in each generation: Baby Boomers (1946-1964): those who are currently between 50 and 68 years old. Generation X (1965-1978): those who are currently between 36 and 49 years old. Millennials or Generation Y (1979-1996): those who are currently between 18 and 35 years old. Generation Z (Beginning in 1995): Children under 18 approx. All of them coexist but are different in tastes trends and consumption.

In this case we are going to focus on commenting on those consumers who are finding a new lifestyle in consuming the so-called “without” products. In this group there are by necessity: allergy, intolerance, … or those who simply do so as an option: vegetarians, vegans, ….

Organic products
Are those that in their production and / or processing have eliminated the use of certain chemical products. For example, an organic tomato would be that produced free of any phytosanitary, that is, without the use of pesticides, herbicides, or any substance that alters nature to avoid pests or diseases. In this group we could include the Bio, Eco, or non-transgenic.

Products without lactose, without gluten, …
It is the most usual group to have in mind because their consumers can not take anything that does not have that badge. Its preparation was so expensive that until very recently there were very few companies that offered them because it seemed unprofitable. Now they are essential in supermarkets, hotels, restaurants, because there are many people (perhaps increasing) who have these intolerances, and you can not forget that the extra cost of these products will take over.

Products without palm oil
This type of fat widely used in the nutrition of bakery products, cosmetics, etc., is being defenestrated by a series of articles and documentaries where its use is considered unhealthy, in certain cases and in excess.

Products low in fat, sugar, light,
The first to appear at the beginning with parallel brands, now almost integrated in everything, soft drinks, pastries, bread, everything. Undoubtedly, this is the best way to maintain a product with an anti-diet reputation on the market, but which everyone wants to include in the shopping cart.