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The Millennial Impact: Food Shopping Decisions - US - July 2017

"Millennials represent the largest generation group; they are estimated to make up a quarter of the US population in 2017. They are also the largest share of primary grocery shoppers, meaning their shopping motivations and needs should be used as a guide to secure the greatest reach. Flavor experience and product exploration find appeal among this group. Millennials are at a lifestage that sees increased earnings and increased obligations; meaning, while enjoyment is key, price sensitivity continues to play a role. As can be seen across generation groups, convenience plays an important role in their food shopping behavior."
- Beth Bloom, Senior Food & Drink Analyst

This Report discusses the following key topics:

  • Busy lifestyles challenge traditional approach to eating
  • Millennials are engaged in food shopping experience, but patience may wear thin
  • More than half of Millennials say where they shop reflects their personal values

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Busy lifestyles challenge traditional approach to eating
            • Figure 1: Snack attitudes – Busy, by age, March 2017
          • Millennials are engaged in food shopping experience, but patience may wear thin
            • Figure 2: Attitudes toward food – Variety, by generation, April 2017
          • More than half of Millennials say where they shop reflects their personal values
            • Figure 3: Attitudes toward food – Companies, by generation, April 2017
          • The opportunities
            • Millennials are least likely to plan their shopping trips, most open to new products
              • Figure 4: Food shopping behaviors – Planning, by generation, April 2017
            • Young shoppers are strong targets for engagement through technology
              • Figure 5: Food shopping behaviors – Phone use, by generation, April 2017
            • Millennials are most willing to adopt alternative channels
              • Figure 6: Food shopping behaviors – Online, by generation, April 2017
            • What it means
            • The Market – What You Need to Know

              • Millennials are the largest US generation...
                • …and make up the largest percentage of primary grocery shoppers
                  • Busy lifestyles challenge traditional approach to eating
                    • Parenthood has a strong influence on Millennials’ purchase decisions
                      • Quality and enjoyment outdo health for Millennial shoppers
                      • Market Factors

                        • Millennials by the numbers
                          • Millennials are the largest US generation
                            • Figure 7: Share of US population, by generation, 2012-22
                          • Millennials make up the largest percentage of primary grocery shoppers
                            • Figure 8: Grocery shopping responsibility, by generation, April 2017
                          • Vast age range of Millennials means wide range of incomes, thoughts on spending
                            • Figure 9: Household income distribution, by age of householder, 2015
                          • Millennial influences: society
                            • Millennials are influenced by a diverse population
                              • Figure 10: Generations, by race and Hispanic origin, 2017
                            • Millennial influences: children
                              • Majority of older Millennials are parents
                                • Figure 11: Households with own children under age 18, by age of householder, 2016
                              • Millennials are most likely to cook for fun
                                • Figure 12: “Here’s to Bonding | Celebrate with Walmart” TV ad, February 2017
                                • Figure 13: Leisure activities/hobbies – Cooking for fun, by generation, Winter 2017
                                • Figure 14: Attitudes/opinions about food – Recipes – Any agree, by generation, Winter 2017
                              • Millennial influences: health, or not
                                • Millennials consider themselves to be more health-focused than others
                                  • Figure 15: Attitudes toward food – Health, by generation, April 2017
                                • Less than half of Millennials are currently watching their diet
                                  • Figure 16: Watching your diet – Yes, by generation, Winter 2017
                                • A quarter of Millennials want to lose weight
                                  • Figure 17: Reason for watching diet, Winter 2017
                                • Millennial influences: schedule
                                  • Busy schedules mean younger shoppers buck conventional eating
                                    • Figure 18: Snack attitudes – Busy, by age, March 2017
                                    • Figure 19: Attitudes/opinions about food – Meals – Any agree, by generation, Winter 2017
                                  • Millennial influences: technology
                                    • Online channels play an important role in information acquisition
                                        • Figure 20: Shopping – Any reference, by generation, Winter 2017
                                        • Figure 21: Attitudes/opinions about shopping – Any agree, by generation, Winter 2017
                                    • Key Players – What You Need to Know

                                      • Prioritizing speed will help retailers meet the needs of time-strapped consumers
                                        • Boosting convenience through consolidating efforts
                                          • Supporting consumer efficiency through snack offerings
                                          • What’s Next?

                                            • Prioritizing speed
                                              • Figure 22: “Introducing AmazonFresh Pickup: Groceries delivered to your trunk” online video, March 2017
                                            • Boosting convenience through consolidating efforts
                                              • Figure 23: “Introducing Amazon Dash Wand with Alexa” online video, June 2017
                                              • Figure 24: “Mercato.com – Online Grocery Marketplace” online video, June 2017
                                            • Supporting consumer efficiency through snack offerings
                                              • Figure 25: Food shopping behaviors – Snacking, by generation, April 2017
                                          • The Consumer – What You Need to Know

                                            • Taste leads importance among grocery shoppers
                                              • Millennials are more likely to be driven by convenience
                                                • A preference for time savings appears to be taking hold among shoppers
                                                  • Three quarters of consumers see the importance of food variety
                                                    • Consumers largely trust companies, but desire more transparency
                                                    • Importance of Food Factors

                                                      • Taste leads among grocery shoppers, but the role of retailer is clear
                                                        • Figure 26: Importance of food factors – Any importance, April 2017
                                                      • Millennials prioritize taste
                                                        • Figure 27: Importance of food factors – Any importance – Millennials, April 2017
                                                        • Figure 28: Shopping behavior – Brand – Any agree, by generation, Winter 2017
                                                    • Food Purchase Drivers

                                                      • Freshness leads as a food purchase driver
                                                        • Figure 29: “Wow the Crowd | Walmart Grocery” TV ad, April 2017
                                                        • Figure 30: Importance of food drivers, April 2017
                                                        • Figure 31: Food shopping behaviors – Fresh, April 2017
                                                      • Millennials are more likely to be driven by convenience
                                                        • Figure 32: Importance of food drivers – Any rank, by Millennial age, April 2017
                                                        • Figure 33: Food shopping behaviors – Fresh, by generation, April 2017
                                                    • Influential Product Factors

                                                      • High-quality ingredients have strong influence on purchase decision
                                                        • Figure 34: Influential product factors, April 2017
                                                        • Figure 35: Influential product factors, by presence of children, April 2017
                                                      • Millennials are less likely than average to be driven by quality
                                                        • Figure 36: Influential product factors, by generation, April 2017
                                                      • Familiar brands that introduce quality, locally sourced products will find widest appeal
                                                        • Figure 37: TURF analysis – Influential product factors, April 2017
                                                        • Figure 38: Table – TURF analysis – Influential product factors, April 2017
                                                      • ...while Millennials want familiar brands to introduce quality products that their children like
                                                        • Figure 39: TURF analysis – Influential product factors for Millennials, April 2017
                                                        • Figure 40: Table – TURF analysis – Influential product factors for Millennials, April 2017
                                                    • Food Shopping Behaviors

                                                      • Shopping frequency and store selection
                                                        • Convenience appears to be taking hold among grocery shoppers.
                                                          • Figure 41: Food shopping behaviors – Frequency, April 2017
                                                        • In their words: Ideal store includes vast range
                                                            • Figure 42: Food shopping behaviors – Store choice, April 2017
                                                          • Planning the shopping trip and purchase decisions
                                                            • The majority of shoppers plan their trips, but room exists for exploration
                                                              • Figure 43: Food shopping behaviors – Planning, April 2017
                                                            • Millennials are least likely to plan, most open to new products
                                                              • Figure 44: Food shopping behaviors – Planning, by demographics, by generation, April 2017
                                                              • Figure 45: Attitudes/opinions about food – New products – Any agree, by generation, Winter 2017
                                                            • New product trial
                                                              • While open to product trial, consumers like some degree of familiarity
                                                                  • Figure 46: Food shopping behaviors – Trial, April 2017
                                                                  • Figure 47: Food shopping behaviors – Coupons, April 2017
                                                                • Use of technology in store
                                                                  • Young shoppers are most likely to engage with technology while in stores
                                                                    • Figure 48: Food shopping behaviors – Phone use, April 2017
                                                                    • Figure 49: Food shopping behaviors – Phone use, by generation, April 2017
                                                                  • In-store services
                                                                    • In-store eating occasions are most popular among younger shoppers
                                                                      • Figure 50: Food shopping behaviors – Grocery restaurants, April 2017
                                                                      • Figure 51: Food shopping behaviors – Grocery restaurants, by generation, April 2017
                                                                    • In-store services find greater appeal among younger shoppers
                                                                      • Figure 52: Food shopping behaviors – Grocery store services, April 2017
                                                                      • Figure 53: Food shopping behaviors – Grocery store services, by generation, April 2017
                                                                    • Shopping online
                                                                      • 10% of shoppers anticipate increasing online grocery shopping
                                                                        • Figure 54: Food shopping behaviors – Online, April 2017
                                                                      • Millennials are strongest audience for subscription services
                                                                        • Figure 55: Food shopping behaviors – Online, by generation, April 2017
                                                                    • Attitudes toward Food and Food Brands

                                                                      • Three quarters of consumers see the importance of food variety
                                                                        • Figure 56: Attitudes toward food – Variety, April 2017
                                                                      • Millennials are engaged, but patience may wear thin
                                                                        • Figure 57: Attitudes toward food – Variety, by generation, April 2017
                                                                      • Consumers largely trust companies, but desire more transparency
                                                                        • Trustworthiness can be a time-saver
                                                                          • Figure 58: Attitudes toward food – Companies, April 2017
                                                                        • More than half of Millennials say where they shop reflects their personal values
                                                                          • Figure 59: Attitudes toward food – Companies, by generation, April 2017
                                                                          • Figure 60: Food shopping behaviors – Store type, by generation, April 2017
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Consumer survey data
                                                                            • Consumer qualitative research
                                                                              • TURF methodology
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations

                                                                                  Companies Covered

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                                                                                  The Millennial Impact: Food Shopping Decisions - US - July 2017

                                                                                  US $3,995.00 (Excl.Tax)