As part of the 2026 Prunes EXPO, Sebastián Valdés, a corporate executive, presented an in-depth analysis of the trends shaping global food consumption, placing special emphasis on a factor that is emerging as decisive: generational change.
Using a robust econometric model, the economist demonstrated how consumption has evolved in various markets over the past few decades and projected its behavior over the next five years.
Beyond traditional variables such as GDP or prices, one factor stands out clearly: the impact of the younger generations, particularly Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2012). According to the analysis presented, this variable explains best the changes in consumption across the three markets studied: Poland, Germany and Mexico—key destinations for Chilean prune exports.
Millennials and Generation Z not only represent nearly 25% of the population but also account for about 40% of spending on wellness. These are radically different consumers who view food as part of a holistic approach to health and quality of life.
For this segment, wellness is not an occasional occurrence, but a daily practice that guides every purchasing decision. They seek out products backed by science, analyze nutritional information in detail, and prioritize quality over price, Valdés remarks. “At the same time, they are heavily influenced by the digital environment, combining expert sources with content from social media.”
This new profile poses significant challenges: these are “maximizing” consumers who constantly evaluate whether a food truly adds value to their health. In this context, concepts such as functional nutrition, gut health, weight management, and mental well-being take on a central role.
The Challenge Ahead
One of the most significant findings from the presentation is that, as these generations gain greater influence in the market, consumption of certain traditional products tends to decline if those products fail to adapt to their new expectations.
This raises a strategic question for the industry: How can products like prunes be integrated into these consumers’ daily diets? How can they be positioned not just as food, but as genuine wellness solutions?
Valdés argues that the key lies in deeply understanding this generation and communicating the product’s value in their own terms. This involves moving toward a clearer message focused on its functional benefits, nutritional value, and role in a healthy lifestyle.
The analysis concludes with a strategic observation: change is already underway. Markets are evolving, and Millennials and Generation Z are defining the new rules of the game. In this context, the industry faces the challenge—and the opportunity—to adapt in time
International experiences show that the path forward involves investing in positioning, brand development, and effective communication with these new segments. Rather than competing solely on volume, the focus must be on capturing value in an increasingly sophisticated market.
