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The Millennial Impact: Food Shopping Decisions - US - September 2015

"Compared to older generations, Millennials exhibit a unique set of behaviors regarding their eating and food shopping habits. They prioritize health and freshness, have a foodie mentality at home and away, and shop for food across a variety of retail channels. Additionally, Millennials distrust large food manufacturers, citing a need for greater transparency about how foods are produced, as well as a desire for brands to communicate with them directly and authentically. It remains important for retailers and manufacturers to recognize the impact Millennial behavior has on their businesses."
- Amanda Topper, Food Analyst

This report discusses the following key topics:

  • Older Millennials less likely to trust large food manufacturers
  • Millennials are focused on their own health
  • Shopping behavior varies drastically between Millennials and Non-Millennials

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Who are Millennials?

        • Millennials represent one quarter of the US population and continue to grow
          • Figure 1: US population, by generation share, 2015
          • Figure 2: US population, by generation, 2010-20
        • Millennials are racially diverse
          • Figure 3: Distribution of generations by race and Hispanic origin, 2015
        • Millennials waiting longer to marry, but have households with children
          • Figure 4: Households with own children, by generation of householder, 2013
        • Younger and Older Millennials’ spending power differ
          • Figure 5: Median household income, by age/generation of householder, 2013
      • Executive Summary

        • Why focus on Millennials?
          • The issues
            • Older Millennials less likely to trust large food manufacturers
              • Figure 6: Select attitudes toward food – Any agree, by Millennials, June 2015
            • Millennials are focused on their own health
              • Figure 7: Select attitudes toward food – Any agree, by Millennials, June 2015
            • Shopping behavior varies drastically between Millennials and Non-Millennials
              • Figure 8: Agreement with select grocery shopping behaviors, by Millennials, June 2015
            • The opportunities
              • Be authentic and open
                • Figure 9: Importance of food factors – Any important, by Millennials and Millennial Parents, June 2015
              • Focus on freshness
                • Figure 10: Agreement with select food and shopping behaviors, by Millennials, June 2015
                • Figure 11: Agreement with select grocery shopping behaviors, by Millennials, June 2015
              • Potential to boost in-store and online retail offerings
                • Figure 12: Select attitudes toward food – Any agree, by Millennials, June 2015
                • Figure 13: Agreement with select food and shopping behaviors, by Millennials, June 2015
              • What it means
              • Who’s Getting it Right?

                  • A Millennial-focused retail channel
                    • Figure 14: Jeff Turnas of 365 by Whole Foods Market
                  • Big food makes big changes
                    • Figure 15: A big commitment for our cereals
                  • Customized and personalized brand experiences
                    • Figure 16: Doritos Jacked 3D Promo
                    • Figure 17: S’mores Flavored Oreo Cookies “Cubicle Campfire”
                • The Consumer – What You Need to Know

                  • Function, convenience important to food purchases
                    • When building trust, offering transparency is vital
                      • Millennials shop frequently, and across channels
                        • Millennials are foodies and value premium, high quality products
                          • Millennials differ drastically by sub-group
                          • Millennial Sub – Group Profiles

                              • Younger and Older Millennials
                                • Younger Millennials (ages 21-28)
                                  • Older Millennials (ages 29-38)
                                    • Millennial Parents
                                      • Millennial Moms
                                        • Millennial Dads
                                          • Hispanic Millennials
                                          • Consumer Segmentation

                                                • Figure 18: Millennial clusters, June 2015
                                              • Group one: Foodie Skeptics
                                                • Group two: Health-Conscious Independents
                                                  • Group three: Brand Loyal Eaters
                                                    • Cluster methodology
                                                    • Attitudes toward Food

                                                      • Older Millennials desire transparency
                                                          • Figure 19: Select attitudes toward food – Any agree, by Millennials, June 2015
                                                        • Older Millennials self-identify as foodies
                                                          • Figure 20: Attitudes/opinions about food, any agree, by Millennials, February 2014-March 2015
                                                          • Figure 21: Select attitudes toward food – Any agree, by Millennials, June 2015
                                                      • Importance of Food Factors

                                                        • Millennials, Millennial Parents value retailer, brand
                                                          • Figure 22: Importance of food factors – Any important, by Millennials and Millennial Parents, June 2015
                                                        • Nutrition, retailer, brand more important among Hispanic Millennials
                                                          • Figure 23: Importance of food factors – Any important, by Hispanic origin, June 2015
                                                      • Importance of Food Drivers

                                                        • Freshness, flavor and nutrition most important
                                                            • Figure 24: Importance of food drivers – Any important, by Millennials, June 2015
                                                          • Millennial Moms focused on nutrition, dads focused on fun
                                                            • Figure 25: Importance of food drivers – Any important, by Millennial Parents, June 2015
                                                        • Influential Product Factors

                                                          • Local products, packaging most influential for Young Millennials
                                                              • Figure 26: Attitudes/opinions about the environment, any agree, February 2014-March 2015
                                                              • Figure 27: Influential product factors, by older and younger millennials, June 2015
                                                          • Grocery Shopping Behaviors

                                                            • Millennials make frequent, impromptu grocery visits
                                                                • Figure 28: Select attitudes toward grocery shopping online, November 2013 and August 2015
                                                                • Figure 29: Agreement with grocery shopping behaviors, by Millennials, June 2015
                                                              • Hispanic Millennials key group for in-store dining
                                                                • Figure 30: Grocery shopping behaviors – CHAID – Tree output, June 2015
                                                            • Food and Shopping Behaviors

                                                              • Older Millennials use mobile devices to aid shopping experience
                                                                • Figure 31: Agreement with food and shopping behaviors, by Millennials, June 2015
                                                              • Millennial Dads more likely to shop fresh sections
                                                                • Figure 32: Agreement with food and shopping behaviors, by Millennial Parents, June 2015
                                                              • Higher earning households with children only shop fresh
                                                                • Figure 33: Food and shopping behaviors – CHAID – Tree output, June 2015
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Appendix – Consumer

                                                                          • Figure 34: Attitudes/opinions about food, Any agree, by Millennials, February 2014-March 2015
                                                                      • Appendix – CHAID Analysis

                                                                        • Methodology
                                                                          • Grocery shopping behaviors
                                                                            • Figure 35: Grocery shopping behaviors – CHAID – Table output, June 2015
                                                                          • Food and shopping behaviors
                                                                            • Figure 36: Food and shopping behaviors – CHAID – Table output, June 2015

                                                                        Companies Covered

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                                                                        The Millennial Impact: Food Shopping Decisions - US - September 2015

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