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

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
Figure 6: Select attitudes toward food – Any agree, by Millennials, June 2015
Figure 7: Select attitudes toward food – Any agree, by Millennials, June 2015
Figure 8: Agreement with select grocery shopping behaviors, by Millennials, June 2015
The opportunities
Figure 9: Importance of food factors – Any important, by Millennials and Millennial Parents, June 2015
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
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
KEY PLAYERS
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
Millennial Parents
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
Abbreviations and terms
Consumer
Figure 34: Attitudes/opinions about food, Any agree, by Millennials, February 2014-March 2015
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
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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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