A Study on Generational Awareness and Contents Needs of Healing Food : Focusing on the Comparison between Generation Z and X, millennials and Baby Boomers

The purpose of this study is to understand consumer awareness and preferences for healing foods in order to develop a healing foods program. This study compares and analyzes the perception types, characteristics (concepts), types, and needs of rural healing food programs across different generations. The perception type of healing food was measured using 35 items across 9 categories, while the concept (characteristics) of healing food was assessed with 34 items. Additionally, the types of healing food were evaluated with 47 items, and the demand for rural healing food content was analyzed with 39 items across 4 categories. Participants were classified into Generation Z (born 1996–2010, n=128), Millennials (born 1980–1995, n=256), Generation X (born 1965–1979, n=260), and Baby Boomers (born 1946–1964, n=356). According to the correspondence analysis, Gen Z and Millennials show greater interest in preferences such as meat, fried foods, and desserts, while Generation X and Baby Boomers are more focused on traditional and health-related products, including seafood, fresh vegetables, and kimchi. The needs assessment for developing a rural healing food program indicated that the need for ‘eating’ is greater than that for ‘making’ across all generations, with Gen Z demonstrating more interest in experiential content than other generations. Therefore, it is suggested that healing food manufacturers should develop and promote differentiated and diverse menus tailored to each generation.