This document summarizes generational identities and food awareness levels among consumers. It identifies four main groups - Food Fanatics, who are extremely interested in food; Food Functionalists, who focus on health and wellness; Food Connectors, who see food as a way to build community; and Food Pragmatists, who prioritize value and convenience. For each group, it outlines their defining characteristics and provides examples of trends they may be interested in, such as local and organic ingredients for Food Fanatics or functional foods for Food Functionalists. Overall, the document analyzes differences in consumer motivations and behaviors to help adapt marketing strategies to changing food trends.