Pierce Hollingsworth

Generation Y—the true youth culture—will become increasingly important as the American food industry grows from the current $685 bilion to $800 billion by 2005, according to the Grocery Manufacturers of America.


Its sheer size is the primary reason. Most demographers define Generation Y as all persons born after 1980. Some cap it at 1995, while others say that it is open-ended. In any case, the U.S. Census Bureau puts the number of Americans under 18 at 70.2 million, roughly the same size as the …

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