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US The Millennial Impact: Food Shopping Decisions market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the The Millennial Impact: Food Shopping Decisions market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Beth Bloom, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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
Associate Director - Food & Drink

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

This Report builds on the analysis presented in The Millennial Impact: Food Shopping Decisions – US, September 2015. For the purposes of this Report, Mintel has used the following definitions:

  • Millennials are defined as the generation born between 1977 and 1994. In 2017, Millennials are aged 23-40

In reference to the consumer survey findings, Millennials are defined as:

  • Younger Millennials are between the ages of 23 and 30
  • Older Millennials are between the ages of 31 and 40

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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