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Description

Description

"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

What's included

What's included

Table of contents

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

                                                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                        • Market

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                                                                        • Consumer

                                                                          Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                        • Brand/Company

                                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                        • Data

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                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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